MUMBAI: Endemol, the world?s largest independent TV and digital media production house, has re-organised its commercial and global brands business.

A newly created Group Commercial Board comprising senior Endemol executives from around the world has been established in place of Endemol Worldwide Brands (EWB). Former EWB Regional Director International Branco Scherer has been promoted to the new board as executive director, commercial affairs.

His role will be to liaise and coordinate with Endemol?s commercial teams around the world and to ensure that ideas and information are shared across the Group.

Scherer reports to Lucas Church who becomes chair of the group commercial board in addition to his ongoing role as Endemol UK CEO.

Former EWB executives based in Endemol?s offices around the world will now report directly to local MDs in each territory whilst working closely with Branco Scherer and his team.

The re-organisation mirrors Endemol?s creative structure and more closely integrates the company?s commercial and creative activities, giving greater control to the Group?s local operations around the world.

Endemol Group president Tim Hincks said, "Our aim with these changes is to continue expanding our day-to-day commercial business locally whilst sharing ideas across the Group about the big opportunities for Endemol in today?s fast changing global market."

Endemol?s recent commercial projects include partnerships with YouTube for specialised channels in European territories; an online play along game for the format ?The Money Drop?, which has so far had over 18 million players across 15 territories and over 30 million games played; an iPhone game for blockbuster format Wipeout, which ranked for three weeks as number one premium app on the iTunes app store in the US; and a wide range of digital brand extensions and onscreen product placement deals for shows such as ?Deal or No Deal? and ?Big Brother?.