Endemol grows stake in Pure Grass

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Endemol, the creator of "Deal or No Deal" and "Big Brother," said Tuesday that its U.K. division had acquired a 40% stake in digital production company Pure Grass Films.

Founded in 2005 by Tom and Ben Grass, Pure Grass will release a 20-part horror series next month titled "Beyond the Rave." The series is financed by Hammer Films and it will first be released April 17 on MySpaceTV before an international DVD release.

Before founding Pure Grass, managing director Ben Grass was director of Internet and mobile at Sony Pictures in London. He was responsible for that company's mobile group in Europe and worked on mobile content for movies including "Charlie's Angels: Full Throttle" and "Spider-Man 2."

Creative director Tom Grass wrote "Beyond the Rave" and created mobile games centered on "Charlie's Angels: Full Throttle" and "Bad Boys II."

"Our digital strategy is simple," Endemol U.K. CEO Tim Hincks said. "We want to work with creative people who have brilliant ideas. Ben and Tom fit the bill perfectly."

Pure Grass also recently released "When Evil Calls," a horror series made for mobile phones.

Hincks and Endemol U.K. managing director of digital media Peter Cowley have joined Pure Grass' board.

This is the second deal from Endemol U.K.'s digital media investment fund.

The company in August acquired a 25% stake in digital entertainment producer and distributor MoMedia International.
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