On the U.S. networks, primetime reality TV is in trouble. New shows like There Goes The Neighborhood and More To Love tanked for the most part this past summer (even though stale standbys like Big Brother and America’s Got Talent grabbed viewers yet again). Nevertheless, huge UK-based Reality TV programmer Endemol will formally launch a new worldwide structure at Mipcom in Cannes next month under the new title Endemol Worldwide Distribution (EWD). It’s “part of a major push to radically grow the business”, according to BroadcastNow.co.uk. EndemolThe new division integrates Endemol International and Southern Star International, Australia’s largest TV production and distribution company which Endemol acquired 100% last January. The two global distributors have 20,000 hours of content and more than 2,000 formats, such as Big Brother, Deal Or No Deal, and Wipeout. “It also underscores a concerted move into representing third party content, which most recently saw an international distribution and production deal with Jerry Seinfeld for his new comedy-reality format The Marriage Ref and a global distribution deal with Los Angeles-based reality producer LMNO Productions.” EWD will be managed by chief executive Cathy Payne, the former boss of Southern Star International, and Matt Creasey, executive sales director for Americas, Asia, Australia/New Zealand, and Veronique Verges, executive sales director Europe. As well as operating out of Endemol’s existing offices in London, Sydney and Hong Kong, EWD is opening new regional offices in Paris and Madrid followed by Rome, Los Angeles, and Miami. EWD will appoint an acquisitions executive based in Los Angeles in the coming months to “focus on increasing third party producer representation from North America”. Tom Toumazis, Endemol Group’s chief commercial officer, told the website: “The launch of Endemol Worldwide Distribution is a transformational development for our global business. It creates an operation that is plugged directly into the resources one of the world’s largest production networks and which is capable of delivering a service that few in the industry can match. We are looking forward to making a lot of noise in Cannes.”