Banijay Entertainment has named Cathy Payne to lead its combined global distribution business following the completion of its merger with All3Media, marking one of the first major leadership changes within the newly created entertainment group.
Payne will remain Chief Executive Officer of Banijay Rights, the name chosen for the unified distribution operations of Banijay Rights and All3Media International.
The company also confirmed that Louise Pedersen, CEO of All3Media International, will step down following the transaction. Her departure places Payne in charge of bringing together two major distribution businesses, their teams, and a combined content catalogue of more than 265,000 hours.
The leadership transition follows the completion of the merger between Banijay Entertainment and All3Media by Banijay Group and RedBird IMI. RedBird IMI is a joint venture between US investment firm RedBird Capital Partners and Abu Dhabi-based International Media Investments.
The combined Banijay Entertainment is owned equally by Banijay Group and RedBird IMI. Headquartered in London, it operates across 25 countries and brings together businesses spanning content production, distribution, digital media, live events, and immersive entertainment.
New leadership structure takes shape
At the group level, RedBird IMI CEO Jeff Zucker has become chairman of Banijay Entertainment, while Marco Bassetti continues as CEO. Former All3Media CEO Jane Turton has been appointed deputy CEO.
Bassetti and Turton will be based in London and supported by a newly constituted leadership team. The combined organisation will continue operating through Banijay Entertainment’s decentralised, country CEO-led model.
Payne joined Banijay Rights as CEO in 2020 after previously leading Endemol Shine International. Her expanded mandate places her at the centre of the group’s post-merger integration, with responsibility for aligning the two distribution operations while maintaining commercial momentum across an extensive global portfolio.
The catalogue includes major international programmes such as MasterChef, The Traitors, Big Brother, Survivor and Peaky Blinders.
Banijay confirmed Payne’s appointment and Pedersen’s departure shortly after completing the merger.
Integration becomes the next leadership test
On a combined basis, the new Banijay Entertainment would have generated more than €4.3 billion in revenue and over €700 million in adjusted EBITDA in 2025. The group expects to achieve approximately €50 million in cost synergies within one year of closing.
The announcements did not specify whether these savings would involve workforce reductions. However, the consolidation of distribution leadership illustrates the organisational decisions that often follow large mergers, including the alignment of executive positions, reporting structures, responsibilities, and workplace cultures.
For HR leaders, the longer-term test will be how the company manages overlapping roles, retains creative and commercial talent, communicates organisational changes, and builds a shared culture without disrupting individual production businesses.
The transaction also carries regional significance because of Abu Dhabi-based IMI’s involvement through RedBird IMI. While no direct UAE hiring or workforce impact has been announced, the deal reflects the growing influence of UAE-backed investment in global media and creative industries.
As integration progresses, leadership continuity, employee engagement and talent retention will be central to converting the scale of the merger into sustainable business value.