Twitter adds Banijay Group to growing list of production company partnerships
Twitter and France-based content producer and distributor Banijay Group have confirmed the launch of a global collaboration to monetize Banijay content.
Banijay, home to unscripted programming such as Child Support with Ricky Gervais, announced a global partnership with Twitter. / Banijay Group
Banijay, which owns the rights to existing properties such as Survivor, Temptation Island, Fort Boyard, Crystal Maze and All Against 1 across 16 territories worldwide,, said it looks for this partnership to enable brands to meaningfully engage and target consumers in a measurable format.
For Twitter, this announcement marked one of a few global distribution collaborations between the social platform and production companies in an effort to create co-branded advertising efforts.
Jean-Patrick Cheylan, Twitter’s head of entertainment for EMEA, said in a statement: “We are thrilled to collaborate with Banijay Group, as it reinforces our unique position on the video market: Twitter is what’s happening, and is the only platform for top global publishers to distribute, amplify and monetize their video content, in the simplest and fairest way.”
Lionel Abbo, global head of digital at, Banijay Group added: “As the content landscape and models continue to evolve, we must look at new and innovative ways to engage both audiences and consumers alike. Striking a partnership with Twitter now puts us in a perfect position to not only monetize our content but work with brands to enable them to connect with a wider, yet more targeted audience of consumers.”
As Twitter locks in content deals with distributors and production companies, rival Facebook has been doing the same. Today, it announced that its Facebook Watch platform secured deals with CNN, Fox News, digital outlets Mic, ATTN and others.