Endemol Beyond, Viacom launch German Icon

Michelle Phan

Endemol Beyond Germany and Viacom International Media Networks Northern Europe have partnered to launch a local version of multiplatform lifestyle channel Icon.

The pair and brand partner ASOS has created FLiP, which is a local language version of Icon, which premiered in the UK and US in March 2015 and is now being adapted in 16 more markets.

Furthermore, a TV spin-off will air in Germany on Fridays at 10.25pm from tonight on Nicknight.

Digital star Michelle Phan leads Endemol Beyond-owned Icon on the creative front. The German network will offer content from up-and-coming digital influencers such as Mel (AMissMelle / Vanellimelli), Melissa (BreedingUnicorns) and Hatice (Hatice Schmidt)/

Endemol Beyond’s global managing director, George Ramme, is based in Germany. His digital group is part of Endemol Shine Group.

“The launch of FLiP marks the next step in the growth of Endemol Beyond as we bring one of our digital formats to television for the first time,” said Ramme.

“Viacom International Media Networks Northern Europe pursues with its brands a multi-platform approach to offer the audience and users targetgroup focused, interesting and exciting entertainment via linear and non-linear channels at all relevant platforms and devices,” said VIMN’s VP of digital, north, Mathias Blüm. “With FLiP we create the perfect combination of linear and non-linear with a clear focus on ‘digital first’.”