Endemol Beyond USA Hires Rico Martinez to Run Programming

/ Sep 12, 2014

Endemol

Endemol Beyond USA, the digital channel network owned by Endemol North America, has named Rico Martinez as its new chief programming officer.

Coming over from Maker Studios, Martinez will now oversee new content and programming efforts for the network’s digital channels and stable of talent. This includes two recently launched channels covering original web series and reality programming, as well as other initiatives in comedy and music.

Endemol Beyond USA’s roster of digital stars include YouTube beauty guru Michelle Phan, Vine star Brittany Furlan, and kiddie-rapper Matty B. The division also has multi-platform development deals with traditional stars like Pitbull and Drea de Matteo.

At Maker Studios, Martinez worked on multiple original projects for the MCN, including “Oh, You Pretty Things,” in partnership with Nylon TV, which he directed. He also has an extensive TV background, having served as an executive producer for shows like “Best Ink” and Margaret Cho’s “The Cho Show,” and co-executive producer for a few episodes of “Viva la Bam.”

Based in Los Angeles, Martinez will now report to fellow Maker Studios alum and Endemol Beyond USA president Will Keenan.

News of his was first reported by Variety.

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