Former MTV commissioner Eevamaria Vassinen to oversee local pipeline
ITV Studios has hired Eevamaria Vassinen as head of formats in Finland.
Vassinen is tasked with expanding ITVS’s formats business in the country and building relationships with buyers.
She will oversee the entire formats pipeline in the country, from identifying, developing and localising ideas with potential for the Finnish market, and taking them forward to broadcasters.
Vassinen has been in the industry for two decades and previously commissioned entertainment shows for Finnish broadcaster MTV for almost six years, departing in December 2023. She has since held roles including chief exec at Podzilla Social.
“ITV’s catalogue and international network contain a huge amount of exciting content. With Eevamaria on board, we can look even more closely at what could work in Finland and what needs to happen to an idea before it is taken forward,” said Pete Paavolainen, managing director of ITV Studios Finland.
Vassinen added: “What I find most interesting in format work is that moment when you need to assess whether an intriguing idea can really work in the Finnish market.
“Not everything should be pitched to everyone. The key is to understand who the idea could work for, why now, and what needs to be done to it before it is taken forward.”
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