Endemol in Egypt, Middle East deals

Reality TV giant expands business in the region

LONDON -- Underlining the region's increasing prominence as a production hub, global reality producer Endemol on Tuesday announced its first series deal in Egypt and said the Middle East represents an increasingly important part of its business.

Endemol Middle East said it will produce "Fear Factor Extreme" for local broadcaster Al Hayat TV. The 13-episode show will go into production in March and will launch in primetime later in the year.

Endemol also announced a deal to produce a second series of "Ton of Cash," another 13-episode series, for Abu Dhabi TV.

Forthcoming Endemol shows in the region include "Wipeout" for MBC this year and "Ba Ba Boom," Endemol's version of the Sony/Two Way Traffic game show format for Future TV later this year.

Ziad Kebbi, managing director of Endemol Middle East, said Endemol had become the region's leading producer and distributor of entertainment programs. "We have an extraordinarily rich and varied slate of shows in place and the success we are having further builds local demand."