Einstein concocts Genetic formats JV

Einstein Multimedia has partnered with US-based content producer Genetic Entertainment to create reality and gameshow formats in Brazil.

Lincoln HiattThe pair has launched a joint venture that will take series from their respective libraries, as well as creating original formats, to launch them in local TV and digital markets.

“Brazil is the fifth largest economy in the world and growing rapidly. Einstein/Gentic wants a part of this incredible growth. It is a land of many good opportunities,” said Einstein CEO Andrea Olcese.

“With Andrea’s proven entrepreneurial intelligence and our mutual creative abilities, we are enthusiastic about participating in Brazil’s television market,” added Genetic co-founder Lincoln Hiatt (left).

Genetic was launched in three years ago and counts reality competition series Home Sweet Home and Cash Cam among its formats. The company scored a first-look development deal with Red Arrow Entertainment in December 2010.

Olcese, a former journalist, launched Einstein in Italy in 1994. He is now based in Sao Paolo.
Einstein is behind shows such as Canale 5’s remake of UK drama Footballer’s Wives.