Banijay Entertainment CEO Marco Bassetti has called on European producers to hold their ground when negotiating terms of trade with U.S. studios and streamers, arguing the real fight is over recognition and rewards for creativity through producer retention of IP rights, according to Variety's account of his fireside session at the MIA Market in Rome on October 19.
Bassetti, speaking with veteran Italian producer Marco Chimenz, said the current battle in Brussels over investment quotas under Europe's Audiovisual Media Services Directive is "entirely pointless," Variety reports. "The real fight should focus on studios and streamers recognizing and providing rewards for creativity" in the form of IP retention by producers, he added. In the UK, he noted, rights typically revert to producers after three years, creating a built-in incentive for creators that continental Europe lacks.
The Italian executive revealed that Banijay has invested roughly €1 billion in content over the past four years but warned the spending is unsustainable unless global streamers better reward breakout hits, The Hollywood Reporter noted. He cited a recent Italian film that generated major viewing but negligible financial return, arguing fairer remuneration is essential as broadcasters' budgets shrink. "If you do not give creative people incentives to come to you, why would they come? They will go somewhere else."
Bassetti also questioned YouTube's lack of regulation despite its dominance and highlighted Little Dot Studios' role in Banijay's digital strategy. The enlarged Banijay, jointly owned by Banijay Group and RedBird IMI, controls IP including The Traitors, Big Brother, MasterChef, Peaky Blinders and Black Mirror — and produced around 110 shows for streamers last year alone.
The remarks land as the newly merged group — now the world's largest independent studio — prepares to flex its scale in negotiations. Industry observers see the All3Media combination as a direct response to tech-scale competition and tighter TV budgets, and Bassetti's message was unmistakable: size is only useful if producers use it to change the terms.