Endemol-owned Southern Star Entertainment is being renamed Endemol Australia.
Endemol created a joint venture with the Australian firm in 2000 before taking full control of the company in 2009.
CEO Janeen Faithfull has been running the Australian business for 18 months and oversaw the change.
She said: “As Endemol Australia we’ll continue to build on the heritage and successes of Southern Star. Since the 70’s this company has had several different incarnations and has evolved through the decades with a strong and valuable identity in drama and children’s programs, and more recently in factual, reality and entertainment.”
Endemol Australia’s current slate of programmes includes Party Tricks for Ten and Gallipoli for Nine; entertainment formats Big Brother and When Love Comes to Town (Nine) and original comedy series Legally Brown (SBS).
The rebranding process will be in full effect by February 2014.