The global TV production firm last fall created Endemol Beyond USA, pledging to invest $40 million in original content, and hired former Maker Studios exec Will Keenan as president of the division.
Earlier this week, Endemol North America announced a pact with singer Pitbull at the NATPE convention; that deal is to include digital components including a potential YouTube channel. In addition, Endemol Beyond USA previewed a reality series featuring singer-songwriter Courtney Love — a vlogger-style look at her daily life — which will premiere on YouTube.
At Viacom, where he worked from October 2010 to January 2013, Shwirtz headed MTVN’s social TV initiatives. In another project, Shwirtz co-created TweetBookz, which offers personalized coffee table books composed of tweets.
Endemol Beyond USA, launched last November, is targeting multiple digital distribution platforms including YouTube, Yahoo, AOL, MSN and Dailymotion. Currently, the group is developing comedy and music verticals on YouTube. Keenen and his team are targeting content deals with established talent as well as YouTube creators and web-native personalities.