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Digital Broadcast recently caught up with Endemol Middle East's Ziad Kebbi and Dany Karam to discuss the television giant's first foray into locally produced programming and its wider ambitions in the region.

Endemol is best known internationally for producing reality series including Big Brother, 1 versus 100 and Fear Factor. Regardless of whether these shows represent must-see-TV for you personally, it is impossible to argue with the gains they've made both commercially and with audiences.

Many of these formats have appeared in the Middle East as licensed formats produced by local companies, largely based in Lebanon. This month, however, the company's regional arm, based in Dubai and Beirut, will see its first production air on Abu Dhabi TV.

"It was the first time Ton of Cash had been produced anywhere in the world. That places an immense pressure on us to do it right," says Ziad Kebbi, managing director of Endemol Middle East. "This format was initially created by Endemol UK, it underwent a little development from Endemol USA, however the full development of the show, the mechanics if you like, was the responsibility of Endemol Middle East.

"It was a huge challenge because there was no reference point whatsoever. It was new territory for us and it was very challenging. The scale of the production is very big for the region and it was also shot in two countries, Lebanon and UAE, with every episode taking place in a different location respectively. That meant whenever we finished shooting one episode, we had to move hundreds of people, all their equipment and props, so it was really tough."

Kebbi and creative director Dany Karam previously worked together at Elements TV where they produced several licensed Endemol formats for the Middle East including Star Academy and Deal or No Deal.

"Endemol has been selling formats into the region for a number of years and it is one of the most active format owners in the region. Star Academy in particular has been a successful format in the region for a number of years. These have been major hits across the region with different channels," says Kebbi. "The broadcasting sector has been growing in the region and there is more demand for localised programming. The creation of Endemol Middle East comes at a point when the television production industry is in a state of transition. So far it has proven a good move."

The Middle East division of the production giant has around 20 permanent staff based in its Dubai and Beirut offices. This number typically swells "anywhere up to 150" during periods of filming, according to Karam.

"Our fulltime staff are employed in production, administration and financial services roles. We also employ five main producers and some support staff. The bulk are brought in when we are filming but recently we have been involved in so many productions that our freelancers seem more like permanent employees," he says.

"The growth that we have witnessed in the industry as a whole is also reflected by the rapid changes within our own organisation. We launched our regional operations from our office in Dubai and then almost immediately we opened an office in Beirut and we are now in the process of opening another in Cairo. Sooner or later I suspect we will have to open an office in Casablanca."

The pair claims that Ton of Cash marks one of the largest television productions ever attempted in the Middle East, both in terms of budget and production crew.

"We recruited staff from countries including The Netherlands, France and of course Lebanon," says Karam.

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