The 50-50 joint venture will launch on November 1 and will replace both Discovery and Viacom’s existing local ad sales businesses in the Dutch market.
BrandDeli will represent eight linear TV channel brands from both companies: Comedy Central, Comedy Central Family, Discovery Channel, ID, Nickelodeon, MTV, TeenNick and TLC. It will also offer partners online representation for various platforms.
Discovery Networks Benelux’s ad sales VP Allard Ruyl has been appointed CEO of BrandDeli and VIMN ad sales VP Boris Hendriksen becomes COO. The company will have roughly 65 employees and will be based in Amsterdam.
“Both Discovery and Viacom have strong businesses in the Dutch market with well-known flagship brands. Creating BrandDeli means we can offer greater choice, differentiated brands and a new service to the Dutch advertising market,” said Dee Forbes, president and managing director, Discovery Networks Western Europe.