News Corp.-Owned U.K. TV Production Banner Shine Launches Global Brand Division

1:59 AM PST 08/19/2011 by Stuart Kemp
Gareth Cattermole/Getty Images

Shine 360° to capitilize on ‘MasterChef’ and ‘The Biggest Loser’ properties.

LONDON – U.K. television production banner Shine, run by Elisabeth Murdoch and sold to her father Rupert Murdoch’scompany News Corp. for $675 million in April this year, is launching a group-wide global brand and commercial rights division.

Named Shine 360°, the division aims to bolster the management and commercialisation of non-broadcast rights for Shine Group properties on a global basis.

Shine Australia’s Ben Liebmann, who will relocate to London in January 2012, will land to run the start-up division.

He will report to Shine Group President Alex Mahon.

Shine said the division is based on the business unit originally created and operated by Shine Australia for the last nine months.

Shine 360° will focus on the “development and commercialisation of Shine Group properties across existing areas of sponsorship, brand partnerships, consumer products, interactive and digital brand extensions, live events and brand-funded entertainment,” the company said.

Shows such as The Biggest Loser and MasterChef will feature at the heart of the plans.

MasterChef has generated over $100 million worldwide in global retail sales, with extensions across books and magazine publishing, cookware, sponsorship, mobile and tablet applications, and live events.

The Biggest Loser has seen over 15 million products sold and $400 million generated in global revenue raised through sales of workout DVDs, global publishing, online weight-loss management services, fitness console gaming, and numerous heath-based food, drink and supplement ranges.

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