My Entertainment International Strategy Leads to US Deals

MY ENTERTAINMENT has closed a raft of funded network development, option and co-development deals with producers from Norway, France, Israel and Spain, driving forward its recently launched international strategy to pursue co-development of original ideas with independent producers and distributors around the globe.

Funded network development deals have been signed for two European-originated shows: Average, optioned from DR in Denmark, is being adapted for an unnamed network; and an original format from French producer Effervescence is in development with female-skewed WE tv.

MY Entertainment has closed a second option deal with DR Denmark for Messing With Your Mind, which won a raft of awards in Denmark when it originally aired including Best New Entertainment Format, Best Cinematography at the Danish TV Awards and Best Original TV Show at the Zulu Awards.

MY Entertainment is partnering with Mission Control Media to pitch the format featuring renowned mentalist, Jan Hellesøeinto the North American market. A similar deal has been signed with Tedy Productions in Israel for Séance: Live,a series of live-event specials.

The company has also signed deals to co-develop original ideas with Phileas Productions in Spain for Hall Pass, a new relationship format and with Kim Bjornqvist in Norway for Brand Battles, a next-generation business/competition format. Both formats are simultaneously being pitched into the US and global markets, with the first sale for Brand Battles already closed with Cape Town-based producer Cooked in Africa films.

David Auerbach, senior vice-president of international joined MY Entertainment last summer to launch the company’s LA office and co-develop programming with international partners. Over the past six months he has forged these direct relationships with a number of European independents, with the company funding the development of original ideas for specific networks and needs, as well as identifying formats suitable for development for the US networks, which can then — with a US track-record behind them — be rolled out internationally.

Michael Yudin CEO of MY Entertainment, said: “Working with this kind of creative thinking and talented individuals, with a common goal and understanding, has been nothing but great for everyone involved. When David came on board we wanted to deliver on the promise we made when we launched our international division last year — to work with the best international independents to help feed the US pipeline with successful entertainment programming. We provide our international partners with a conduit to the US networks. We supplydirection, contacts, reputation and resources; they supply great ideas.As these deals confirm, it’s not just a powerful formula and one that’s unique to MY Entertainment, butit is working.”

About MY Entertainment (

MY Entertainment is a successful independent production company launched in 2000 by veteran TV producer and advertising executive, Michael Yudin. In addition to creating and producing compelling content, MY Entertainment has become known for pioneering new business models with advertisers, broadcasters and production companies in the US and around the world. MY Entertainment’s current series include; the 12th season ofGhost Adventures, for Travel Channel,Las Vegas Law for Investigation Discovery, Baggage Battles for Scripps International Networks, Paranormal Museum and You Only Live Once for Travel Channel and Sherman’s Warriors for NBC Sports Digital platform. With offices in NY and LA, the company currently has projects in development with Discovery, History, Travel, Lifetime, WE tv, Travel and Discovery Science.MY Entertainment is perhaps best known for the long running hit series, Pros vs. Joes.

For further information on MY Entertainment, please contact
Cheryl Clarke at Mushroom Media on: Tel: +44 (0)7939554109