Banijay Launches Entertainment Creators Lab with YouTube in France

In a move to tap into the rapidly expanding creator economy, Banijay has partnered with YouTube to launch an Entertainment Creators Lab in France. The initiative, which is set to be deployed in other major territories in the future, will see five top YouTubers reinvent some of Banijay's iconic entertainment formats for the platform's digital-native audience.

Each of the five selected creators, who have published at least two videos with over 100,000 views, will receive up to €50,000 to support their development and the production of a pilot episode. Throughout the process, Banijay France's creatives and producers will provide mentorship, support, and technical advice, alongside YouTube's France-based team.

The formats chosen for the lab include "Minute to Win It," "1ère compagnie," "Got to Dance," "Dilemme," and "La tête et les jambes." Once the pilots are finalized, they will be uploaded to the respective creators' channels, as well as Banijay's new channel, Banijay Creators Studio.

Banijay's boss, Alexia Laroche Joubert, expressed her pride in Banijay France being the first to participate in this innovative partnership with YouTube, stating that it will provide creators with the opportunity to reinvent the company's "emblematic brands" for their own digital universes. The initiative is seen as a way to unite the worlds of traditional media and the creator economy, delivering a more open and creative ecosystem.