The deal, the latest in similar moves made by the social media giant, will see the organisations work with brands worldwide to develop lucrative co-branded advertising efforts. Banijay Group operates across 16 territories worldwide and says that it will be through this global operation that it will work with Twitter’s regional entities to develop dedicated offers for brands both locally and globally. It will commercialise existing properties on Twitter which include Survivor, Temptation Island, Fort Boyard, Crystal Maze and All Against 1, enabling brands to engage with appropriate content consumers in a measurable manner.

“As the content landscape and models continue to evolve, we must look at new and innovative ways to engage both audiences and consumers alike,” commented Lionel Abbo, global head of digital, Banijay Group. “Striking a partnership with Twitter now puts us in a perfect position to not only monetise our content but work with brands to enable them to connect with a wider, yet more targeted audience of consumers.”

Added Jean-Patrick Cheylan, head of entertainment EMEA at Twitter : “We are thrilled to collaborate with Banijay Group, as it reinforces our unique position on the video market: Twitter is what’s happening and is the only platform for top global publishers to distribute, amplify and monetise their video content, in the simplest and fairest way.”