Former Primitives & Warner Bros. execs link for new distribution outfit

LR: Geert Willems, Muriel Maebe & Siobhan Crawford

Banijay & Primitives alum Siobhan Crawford has linked up with two ex-Warner Bros. execs to launch a new distribution outfit.

Glow Media will be formally unveiled at MIPCOM next month and is being launched with the co-founders of Belgian production house Free Kings, owned by ex-Blazhoffski (WarnerBelgium) MD Geert Willems and Muriël Maebe.

The outfit will be based in the UK and Belgium, with an aim to “illuminate good original content, at any stage and connect markets.”

Crawford has been in unscripted distribution for 18 years including at DRG, Zodiak and Banijay. She was most recently head of sales & acquisitions at Belgian distributor Primitives, where she revived adventure format The Mole on Netflix globally.

Crawford left the company earlier this year, following a six-year stint.

Willems and Maebe, meanwhile, formed Free Kings in 2018, with the company going on to produce local formats including Bake Off Belgium and Celebrity Dinner Guest.

Crawford said: “No path to market looks the same for formats. The strength of Glow is its ability to source content, redevelop/format a good idea and connect partners, bridging the gap between Europe and the rest of the world in a strategic way.”

Willems & Maebe added: “It’s very exciting times for creators of content and format owners. More than ever, a good home for your ideas is essential. We understand that a perfect locally adapted format is as valuable as a good creation. Being part of Glow Media with Siobhan is a great opportunity to help share the content of passionate tv creators with the rest of the world.”