Banijay Entertainment today announces the appointment of Sandra Hilster as CEO, Banijay Benelux. Assuming the position on 1 October 2025, she joins from Dutch public broadcaster, KRO-NCRV, where she is Managing Director. She will now lead all labels across Banijay Entertainment’s footprint in the Netherlands and Belgium, setting and executing the collective strategy, directing the business, influencing innovation and spearheading best-in-class content creation across the regions.

First joining KRO-NCRV in 2020 as Creative Producer, in 2021, Hilster was promoted to Managing Director, a role that gave her oversight of the organisation’s productions, around 274 commissions, and a significant workforce dedicated to content creation across all platforms including broadcast, digital, radio and podcasts. Prior to that, she spent 13 years operating her own business – Silverlining Media – which concentrated on media consultancy and format development and sales across a broad client base that included Concept Street (MGM), Vorstmedia (Talpa), Fiction Valley (Fremantle), IDTV (All3Media) and Banijay Entertainment’s Endemol Shine NL. And, from 1995 to 2007, she was at RTL Nederland, first taking up the post of Sales & Account Manager before progressing to Commercial Director Cross Media.

Marco Bassetti, CEO, Banijay Entertainment comments: “With a career spanning production and broadcasting, across some of the Netherlands’ leading media companies, Sandra’s CV is unrivalled. And, having spent 13 years at the helm of her own operation, not only is she well-aligned with the entrepreneurial DNA that underpins Banijay Entertainment, but is well-equipped to drive this portfolio of ten labels through a new phase of growth and innovation.”

Sandra Hilster adds: “I look forward to joining a group that since inception has evolved and been a pioneering force for our industry worldwide. Across the Netherlands and Belgium specifically, the business has built an inspiring portfolio of labels that each day create and produce titles that not only impact audiences in our region, but also across the globe. I look forward to coming onboard, working with the incredible talent under this house, and being part of shaping Banijay Benelux’s journey in the future.”

Banijay Benelux’s portfolio comprises ten labels – EndemolShine Nederland, Southfields, SimpelZodiak, NL Film, Banijay Belgium, Scenery, Topkapi Films, Posh Productions, jonnydepony and Twentytwo Productions. It is renowned for titles including Big Brother, Te Land, Ter Zee en in de Lucht (By Land, Air and Sea), Miljoenenjacht (Deal or No Deal), Golden Hour, Good Times Bad Times, Expeditie Robinson (Survivor) and Only Joling.