1:56pm PT by Rick Porter
Endemol Shine, Essence Communications Team for Daytime Show
Endemol Shine North America and Essence Communications are joining forces to develop a daytime show based on the Essence brand.
The two companies are "exploring opportunities" in syndication for the potential show, which would target a diverse female audience and cover topics ranging from beauty and style to entrepreneurship and community empowerment.
"Joining forces with Endemol Shine to develop a daytime television program is an incredibly exciting prospect for Essence, as we eagerly focus on growing our original content offerings across platforms," Michelle Ebanks, president of Essence Communications, said Tuesday in a statement. "Essence engages an extraordinarily passionate, multi-generational audience of women, who are uniquely acknowledged and celebrated through our storytelling. Creating a new daytime show that informs and inspires underscores our mission to serve black women deeply."
Added Michael Weinberg, executive vp syndication at Endemol Shine North America: "When I first heard about the potential to partner with Essence, I knew immediately it would be the perfect fit for daytime. For nearly 50 years, African-American women have turned to Essence for advice, representation and inspiration. Today, this beloved brand is more vibrant, more relevant and more necessary than ever. Expanding Essence into daytime television is a tremendous opportunity."
Endemol Shine North America produces the syndicated Page Six TV along with a number of primetime unscripted shows, including Big Brother, Masterchef and The Real Housewives of Atlanta.
The market for new first-run syndicated shows is fairly light at the moment. Just two new shows, talker Face the Truth and court show Caught in Providence, are launching this fall.