New joint venture Endemol Shine North America has launched Spanish-language arm Endemol Shine Latino and tapped Daniel Rodriguez and Mauricio Piccone to serve as co-executive VPs.

Rodriguez will lead the sales force, and Piccone will oversee production. Vet showrunner and director Sergio Lazarov has been tapped as VP of production.

The Endemol Shine Latino team is based in Miami, and will manage Spanish-language sales and production in both the U.S. and Mexico.

Rodriguez hails from Shine Group where he was its sales Veep for Latin America. Piccone recently served as senior VP of Endemol Latino. Lazarov helmed two seasons of “La Voz Kids” for Telemundo and also served as executive producer for Telemundo’s “El Artista” among his multiple credits.

“Content is traveling between Mexico and the U.S. like never before,” said Rodriguez. “There is currently a great appetite for strong formats, and we have some of the best in the world to offer,” he added, citing Endemol Shine titles “MasterChef” and “Big Brother” as leading the charge. Endemol Shine Latino aims to become a major supplier of Spanish-language content to both traditional and alternative platforms.

Endemol Shine Group is well entrenched in Latin America, with production companies in key markets such as Brazil, Chile and Argentina. Martin Kweller, creative director and operations director for Latin America, oversees the region. “We are looking forward to working closely with our colleagues in many of those territories,” Rodriguez said.

Endemol Shine North America is a new joint venture that combines Endemol, Shine and Core Media, with Charlie Corwin and Chris Abrego serving as co-chairmen and co-CEOs of the company.

Check this out on Variety.com