Marco Bassetti Italy Beyond show 2020 Marco Bassetti Italy Beyond

Banijay CEO Marco Bassetti on Protecting Producers Against Bad Deals, Why He Bought Beyond and How to Survive a Recession (EXCLUSIVE)

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Manori Ravindran International Editor Banijay Group CEO Marco Bassetti may be making a smart marketing move by delivering a Mipcom keynote on Oct.

18, but the Italian executive insists that “PR, for us, comes after.” At the first major TV market for the “Survivor” distributor since its $2.2 billion acquisition of Endemol Shine Group in 2020, Bassetti has a clear message: Producers, including Banijay, need a more equitable business model against the streamers. “It’s the golden age of content, but I’m not sure it’s the golden age of revenue share for producers,” Bassetti tells Variety from Banijay Group’s Paris headquarters in late September. “We need to be careful if we want to continue creating value in the industry.

We need to fight to allow producers to keep their model as it was before.” That model, of course, refers to the rights and back-end revenue that keep Banijay’s 120-plus production companies around the world afloat.

Bassetti’s concern is, by now, a perennial one for the international production community, but his timing is exactly right: As companies such as Netflix become accountable to Wall Street’s expectations and compete with expanding SVOD rivals, producers sitting on good shows could finally be in the catbird seat when it comes to deal negotiations. “Sometimes, you create the next ‘Squid Game’ and you get nothing — just a little fee,” says Bassetti. “We try to avoid the model of being a producer for hire and giving all the rights to the other.” Instead, Banijay is increasingly emboldened to take bigger risks, invest more money, craft a product “that can be attractive to more than just one streamer” and retain part of the rights. (Banijay Group accounts for the period ending Dec.

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