Banijay Entertainment, the newly combined Banijay/All3Media group, has signalled an intensified push into U.S. scripted production while doubling down on its English‑language output and a campaign to retain creative rights.
The comments came from chief business officer Frédéric Balmary during an interview at Rome’s MIA Market, where he set out how the enlarged company intends to exploit a fresh market dynamic as global streamers recalibrate their commissioning strategies.
“Retaining IP is really one of our big fights at the moment,”
Balmary framed the company's approach around two linked ambitions: building on the creative and commercial strengths brought by the All3Media acquisition, and responding to what he described as Netflix’s renewed focus on U.S. programming. He said Banijay was moving beyond packaging and working to increase its presence in English‑language scripted drama both in production and distribution.
From packaging to production — and why Britain matters
Banijay has previously been involved in English‑language projects in a packaging capacity — Balmary cited the group’s involvement with titles such as the Ripley series — but the merger with All3Media, he said, significantly bolsters its scripted credentials through an expanded roster of talent.
He name‑checked British creatives including George Kay and Sam Mendes, underlining the role of the U.K. as a source of talent and a bridge between European production and Hollywood. Balmary argued that the English‑language market is a growth engine for the business and a principal reason for the tie‑up between Banijay and All3Media.
- Banijay/All3Media merger increases English‑language scripted capacity
- Company aims to shift from packaging to deeper production activity in the U.S.
- Protecting intellectual property is being prioritised in commercial deals
Commercial pressures and the global market
Balmary also spoke about wider pressures facing U.S. studios and streamers — a backdrop that, he suggested, creates opportunities for independent studios able to offer strong IP and proven creative teams. He described the current moment as one in which European producers need to be firm in negotiations to secure fair terms for their work.
His remarks echo calls from Banijay’s chief executive, Marco Bassetti, for European producers to hold their ground when it comes to trading terms — a strategic posture that seeks to preserve future income streams and creative control as content changes hands across territories and platforms.
What this means for the industry
The move signals a continuing trend of consolidation and internationalisation in audiovisual content, where large independent groups build scale through acquisitions and talent signings to compete for commissions from major streamers. For UK producers, the strengthened Banijay could mean more commissioning and collaboration opportunities, but also tougher negotiations over rights and distribution.
Below is a brief snapshot of areas Balmary highlighted as central to Banijay’s plans:
| Area | Focus |
|---|---|
| English‑language scripted | Grow production and distribution capacity, leveraging All3Media talent |
| U.S. market | Expand beyond packaging into studio‑style production |
| Intellectual property | Protect creators’ and producers’ rights in deals with streamers |
For broadcasters and platforms, the practical consequence will be negotiations with a more assertive supplier keen to hang on to valuable IP and to extract suitable terms for global exploitation. For writers, directors and other creatives, the promise is access to larger, international platforms — though securing that exposure may now come with more complex commercial arrangements.
As streamers such as Netflix reappraise their slate composition, the ambitions of companies like Banijay Entertainment demonstrate how independent players are positioning themselves to be both creators and custodians of internationally marketable stories. The coming months will show whether this strategy yields more transatlantic commissions or simply shifts where creative control ultimately resides.
