Endemol names van Mierlo Asia CEO

Former international ops chief joins in early 2009

HONG KONG -- Arjen van Mierlo will become Endemol's first CEO of Asian operations, to oversee the expansion of the company's business throughout the region. He will assume the Hong Kong-based position in early 2009, the company said Monday.

Van Mierlo is charged with establishing production bases and increasing locally produced scripted programming. He also will look to expand branded entertainment in existing offices in India and Southeast Asia, as well as establishing local and regional partnerships, joint ventures and acquisitions of third-party intellectual property to develop Endemol's licensing and distribution operations across Asia.

Van Mierlo, who has 15 years of experience in corporate development and finance, joined Endemol in 2001 and was previously head of international operations.

Endemol has recently developed more than 35 series in nine territories in Asia, which include "Fear Factor" in India, "International King of Sport" in China, "Deal or No Deal" in the Philippines and "1 vs. 100" in China, Korea and Indonesia.