AP R I L 2 0 1 0 B a n i j a y V i e w ( C o n t i n u e d ) In addition to CEO de Verges, a former executive at TF1 and Canal Plus, Banijay’s executive team consists of, CCO François de Brugada, a former TF1 and M6 executive and CFO Pascale Amiel, a onetime KPMG Audit executive. Last summer, Michel Hodara, formerly of America’s Cup (sailing), left his co-CEO position to return to Switzerland where he co-founded Done SA, a sports marketing firm. The international TV industry first made the acquaintance of Banijay when it opened up its impressive stand in the square by the Palais at MIP 2008. But the mystery of that large tent managed to spill over into the following MIPCOM, when a representative from its PR agency, Image Sept, came to VideoAge’s stand and left nothing but a business card on which the word “Banijay” was handwritten. The PR firm has now assigned two of its own agents to serve the communications needs of Benijay and no information about the company can be gathered directly without going through Image Sept, a guarded firm, perhaps due to its nature as a political spin doctor. For this story, VideoAge has been in touch with several of Image Sept’s PR agents, who were able to provide the executive photos and information about the bid for FTP, but at press time were still not able to provide answers to several other questions. The first set of questions posed to Banijay management through Image Sept, were of factual nature, seeking to verify data and figures reported in this story. The second set of questions concerned future plans and challenges for the company. If answers are ultimately forthcoming, VideoAge will report them in its Daily publications at MIP. Curiously, the word “banijay” is a modification of the Arabic word “bani gen” indicating a group of genies. company, first approaching Angel City Factory and recently, Bunim-Murray Productions, a more active production company, which were both acquired. In addition, all territories into which Banijay is expanding through acquisition, are also under the interest of its partner, De Agostini. Reportedly, cash-rich De Agostini is looking to take over Banijay’s operations, thus strengthening Banijay as well as De Agostini’s own TV production interests, both of which are still perceived as two very weak TV operations. In Germany, Banijay could have some success through its 50 percent ownership of Brainpool, a production company focused on light entertainment. But it could still be an uphill battle against FremantleMedia, which is owned by German powerhouse, Bertelsmann. Traditionally, success in major TV territories comes from a direct link with the U.S., as has been the strategy of both FremantleMedia and Endemol. It is possible that for this reason, Banijay’s CEOGuillaume de Verges recently spent some time in Los Angeles shopping for a (Continued from Page 28) Banijay COO, François De Brugada V I D E O • A G E 30
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