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Endemol launches first novela

Endemol, the international formats giant, is ramping up its push into telenovela production and distribution with launch of its first series.

The company is coproducing El Existo Sr. Pells (The Two Lives Of Mr Pells) with Underground Contenidos, creators of Dori Media’s hit novella La Lola. The 150x1hour comedy series will be distributed by Endemol and The Latin Flower Company, the new distribution company set up by Silvana D’Angelo, the former Telefe International and Dori Media exec, which will handle sales in Asia and some other territories. 

Endemol unveiled plans last year to get into the production and distribution of telenovelas with Endemol CEO Aat Scouwenaar telling TBIvision that it was developing a project in Argentina with local broadcaster Telefe. 
El Existo Sr. Pells, which was created by Sebastian Ortega, is the story of a successful television journalist who marries his co-anchor to keep ratings high.