Banijay Entertainment y YouTube presentaron en MIPCOM el programa Creators Lab, una iniciativa destinada a conectar a la industria televisiva con la comunidad de creadores digitales. El proyecto, que iniciará en Francia, busca adaptar formatos clásicos de Banijay para audiencias nativas de plataformas digitales.
El programa seleccionó a cinco creadores franceses que recibirán hasta 50 mil euros cada uno para desarrollar y producir pilotos basados en los títulos: Minute to Win It, 1ère compagnie, Got to Dance, La tête et les jambes y Dilemme. Los contenidos serán publicados en los canales de los creadores y en el nuevo canal oficial Banijay Creators Studio.
Durante el proceso, los participantes contarán con mentoría de productores de Banijay y asesoría del equipo de YouTube Francia en estrategias de desarrollo y alcance de audiencia.
Justine Ryst, directora general de YouTube, comentó:
This partnership illustrates the synergies between YouTube and leading producers like Banijay France. Our role is to welcome all creators and foster dialogue that sparks new opportunities. In uniting expertise and leveraging YouTube’s creative community, the company is opening new pathways for shared growth — an approach that is bold, innovative, and perfectly aligned with today’s viewing habits. Our thanks to Banijay Entertainment’s teams for their trust and commitment.
Por su parte, Alexia Laroche Joubert, CEO de Banijay France, señaló:
I am proud Banijay France is the first to participate in this innovative partnership with YouTube. Thanks to this game-chaging initiative, creators will have the opportunity to reinvent our emblematic brands for their own digital universes. For several years, I have been looking for a concrete and relevant way to unite our worlds, and through this venture, we can do just that. Embodying our desire to be at the forefront of innovation, we are opening our brands to new territories of expression and creation, delivering a more open, creative ecosystem.
Damein Viel, directora digital y de innovación de Banijay Entertainment, agregó:
A pioneering, entrepreneurial DNA has always sat at the core of this business – perhaps the biggest similarity between our creatives, and YouTube’s creators. But despite our complementary attitudes, we recognised the need to bridge the gap between us more effectively in order to explore new opportunities and alternative economic models for content.
Banijay adelantó que Creators Lab se expandirá próximamente a otros mercados, con el objetivo de fortalecer la relación entre los formatos televisivos y las comunidades de creadores en YouTube.
