Brief
Banijay chief urges European producers to demand better trade terms with Hollywood
At a fireside chat in Rome, Banijay CEO Marco Bassetti warned that European producers must secure ownership and compensation when negotiating with U.S. studios and streamers.
By Felo News Desk · Published
Banijay Entertainment chief Marco Bassetti urged European producers to stand firm on trade terms with U.S. studios and streaming platforms during a fireside chat at Rome’s MIA market on Oct. 19, 2026.
What happened
The session, titled “What does it mean today to be a ‘European champion’ in an increasingly competitive global content market?”, featured Bassetti and veteran Italian producer Marco Chimenz. Bassetti highlighted the ongoing debate in Europe over the Audiovisual Media Services Directive, which obliges foreign streaming services to invest a share of revenue in local productions but leaves implementation to individual countries.
What the reports add
According to Variety, Bassetti argued that the real fight should be for studios and streamers to recognise and reward creativity, rather than focusing on the Brussels‑based quota rules, which he called “entirely pointless.” He contrasted the European situation with his experience in England, where producers retain IP rights and see rights revert after three years, providing an incentive for creators.
What was said
“Who invests in creativity? It’s us independent producers,” Bassetti told Variety.
“The real fight should focus on studios and streamers recognizing and providing rewards for creativity,” he added.
“If I sell a series, the rights eventually revert to me after three years and there’s a built-in incentive for the creator,” he said.
How it came about
Bassetti has led Banijay since 2013, overseeing the 2020 Endemol Shine acquisition and recent diversification into live‑event production through Balich Wonder Studio and The Independents. The remarks came two months after Banijay completed an $8 billion merger with RedBird IMI, expanding its global footprint.
Key facts
- Banijay CEO Marco Bassetti spoke at Rome's MIA market on Oct. 19, 2026. (variety.com)
- Bassetti said European producers should focus on IP rights and rewards for creativity rather than quota rules. (variety.com)
- He contrasted European practices with the UK model where rights revert to producers after three years. (variety.com)
- Banijay completed an $8 billion merger with RedBird IMI two months earlier. (variety.com)
Sources
- [1] variety.com — originally reported as “Banijay CEO Marco Bassetti Urges European Producers to Fight for Better Terms of Trade With Hollywood: Studios and Streamers Should Provide ‘Rewards for Creativity’”
