Global entertainment production company Endemol, which has created TV properties such as "Big Brother," "Extreme Makevoer" and "Deal Or No Deal," has launched Endemol Brasil. The new, fully-owned company will be dedicated to producing regional programming for the Brazilian market.

In Brazil, Endemol already has presence with Endemol Globo, a 50/50 joint venture with leading Brazilian broadcaster TV Globo. Endemol Globo will continue to produce exclusively for TV Globo while Endemol Brasil will serve the rest of the Brazilian market.

Endemol Brasil is headed by managing director Daniela Busoli, who was most recently head of Action Media, Endemol's local TV operation. Paula Cavalcanti will be head of production. Most recently, Cavalcanti's independent production company REX has worked for Discovery and People + Arts, among others.

Although this is Endemol's first fully owned production operation in Brazil, several of its formats have already been hits in the country, including "Strictly Dancing" and "Fama," the local version of music reality hit show "Operación Triunfo."