Bennani’s appointment comes just over two months after former Shine France COO Bouchra Réjani created Paris-based WeMake in association with Federation.
The new recruit will drive development of original entertainment and magazine programming for broadcasters and digital platforms, and work on adapting non-scripted formats.
He has spent nearly five years with Netherlands-based Talpa, developing formats such as Utopia, 5 Gold Rings, Dance Dance Dance and Lies Allowed.
Bennani, a former inspector at French bank Société Générale, also worked with distribution arm Talpa Global, and attended the MIP markets. He will be with Federation and WeMake in Cannes at MIPCOM next month.
“With talents like Moe, I am convinced that France has what it takes to become a launchpad for formats for the international market, as recently proven by The Big Music Quiz and Guess My Age,” said Réjani.
Bennani said he and Réjani “share the same energy and vision to create fresh and entertainment content for the television and digital markets”.
“I am looking forward to using my rich experience within Talpa to set up a creative platform that gathers the best talents and brings groundbreaking formats to the non-scripted market,” he added.
Federation launched WeMake with Réjani to spearhead a move into unscripted. To that point, it had primarily focused on high-end dramas such as Netflix’s Marseille and kids TV series such as Squish and Find Me in Paris.