Former Endemol North America chief David Goldberg has teamed with French media conglom Banijay to launch a Los Angeles-based shingle focusing on projects for the U.S. market.

Banijay Studios North America aims to produce content for numerous platforms in the U.S. and gradually expand into other English-speaking territories and Latin America. Banijay is the parent company of Bunim/Murray Prods., which will remain a separate entity from the L.A.-based studio.

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"David's expertise, persuasive powers and creative vision will be huge assets to us as we continue to increase our production presence in English speaking markets, a strategic priority for us that will continue to roll out over the coming year," said Banijay Group CEO Marco Bassetti.

Goldberg left Endemol in December after heading the company's U.S. arm for 13 years.

"Banijay is a well capitalized, creative company that has the potential to become one of the most important players in the largest television market in the world," Goldberg said. "Banijay Studios North America will be a magnet for some of the most creative producers and talent in the content creation business."

Goldberg was recruited by Endemol founder John de Mol to launch Endemol North America in 2000. During his tenure, the company developed such unscripted franchises as NBC's "Fear Factor," ABC's "Extreme Makeover: Home Edition" and "Wipeout." It expanded into scripted series with AMC's "Hell on Wheels," among other projects.

Banijay Group has production-distribution operations in France, Germany, Italy, Spain, Scandinavia and Australia. Recruiting Goldberg is the latest example of European congloms planting flags in the U.S. market with an eye toward building a global import-export network of programs and formats.

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