Banijay Group and Twitter today confirm they are entering a global collaboration to monetize Banijay Group content and drive effective brand engagement efforts on the platform. The deal, which acts as one of the global distribution collaborations Twitter is closing recently with production companies, will see the organizations work with brands worldwide to develop lucrative co-branded advertising efforts.

As the world’s largest independent content producer and distributor, Banijay Group operates across 16 territories worldwide, and it is via this expansive global production operation it will work with Twitter’s regional entities to develop dedicated offers for brands both locally and globally. Leveraging and commercializing the Group’s existing properties on Twitter which include Survivor, Temptation Island, Fort Boyard, Crystal Maze and All Against 1, the partnership will enable brands to meaningfully engage with appropriate content consumers in a measurable manner.

In partnering, the duo has generated an opportunity for brands to put themselves at the forefront of the content conversation online and take advantage of new functionalities on the platform.

Jean-Patrick Cheylan, Head of Entertainment EMEA at Twitter comments:
“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, Banijay Group comments: “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
more targeted audience of consumers.”