Viacom and Endemol have joined forces to launch a new international channel called Blink! Targeted at women aged 16 to 49, the partnership will give Viacom access to more than 4,000 hours of Endemol-owned or distributed content. Shows likely to feature include Hot in Cleveland, Make Me A Supermodel, Fear Factor US and Gok’;s Fashion Fix.

Bob Bakish, president and CEO of Viacom International Media Networks said the deal was about “continuing to grow our portfolio. We serve kids and families with Nickelodeon, the youth market with MTV and are beginning to build a significant adult position with Comedy Central.” Blink! will launch in Poland before being rolled out across Central Europe, the Middle East and Latin America. Eventually, it is likely to end up in the UK, where it would compete with channels like Sky Living, ITV2 and E! Entertainment.

The move is interesting for Endemol, which is primarily known as a TV producer and distributor. Endemol CWEO Ynon Kreiz said: “This is not a simple provision of a few shows, but hundreds of hours a year. What’;s exciting for us is that this is a new global brand being launched by one of the most sophisticated channel operators in the world.”