Banijay has partnered with YouTube to launch an Entertainment Creators Lab in France to tap into the fast-expanding creator economy with a new dedicated channel, Banijay Creators Studio.

Teased by Banijay Entertainment boss Marco Bassetti at Mipcom where he received Variety’s Vanguard Award, the initiative will bridge the gap between creators and creatives by inviting France’s vibrant community of YouTubers.

While the innovative project is kicking off in France, Banijay will soon be deploying in other major territories.

“For us, it’s an opportunity to test, to launch and maybe to scale up in the future some of our dormant IP, because we have a huge dormant catalog of formats, or maybe to launch a new show,” Bassetti said during a fireside chat with Variety on the stage of t

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