Banijay Rights grows digital representation business

Banijay Rights is expanding its digital representation business by striking a deal with Mike Reid (aka The Laughing Chef), Broadcast International has learned.

The deal will see Banijay Rights managing and monetising the chef’s content across Facebook, TikTok and Instagram.

It will also cover new original content for his YouTube channel, which Reid said would carry new recipe, masterclasses and clips from shows he has appeared on.

Reid, who is based out of London and Melbourne, has hosted and judged shows including Five Star Chef for Netflix, Good Chef Bad Chef for Network Ten in Australia and Taste Test Restaurant for Channel 5 in the UK, as well as appearing on MasterChef in the UK.

He joins a growing roster of talents whose digital activities are managed by Banijay Rights, including comedians Jimmy Carr, Joe Lycett and Sarah Millican.

The Banijay Entertainment distribution arm also oversees digital for culinary personalities Mary Berry and Jeremy Pang, as well as US TV producer and creator Phil Rosenthal.

Shaun Keeble, vice president of digital at Banijay Rights, said: “Mike Reid is an outstanding cooking talent who has built a fantastic and engaged following - we see real potential to grow his global social media presence strategically.

“He’s a great addition to our talent portfolio and we can’t wait to get cooking together.”

Reid added: “After 20 years cooking in kitchens around the world, this channel brings it all together - the techniques, stories, and food I love.”