Sandra Hilster
Banijay Entertainment announced the appointment of Sandra Hilster as CEO, Banijay Benelux. Assuming the position on 1 October 2025, she joins from Dutch public broadcaster KRO-NCRV, where she currently serves as managing director. In her new role, she will lead all labels across Banijay Entertainment’s operations in the Netherlands and Belgium, overseeing strategy, driving business performance, encouraging innovation, and championing high-quality content creation across both markets.
Hilster first joined KRO-NCRV in 2020 as creative producer and was promoted to managing director in 2021. In this position, she oversaw around 274 commissioned productions and a large team dedicated to content creation across broadcast, digital, radio, and podcasts. Prior to that, she spent 13 years running her own company, Silverlining Media, focused on media consultancy, format development, and sales. Her client base included Concept Street (MGM), Vorstmedia (Talpa), Fiction Valley (Fremantle), IDTV (All3Media), and Banijay Entertainment’s EndemolShine NL. From 1995 to 2007, she held several roles at RTL Nederland, beginning as sales & account manager before becoming commercial director cross media.
Marco Bassetti, CEO, Banijay Entertainment, praised the exec: “With a career spanning both production and broadcasting at some of the Netherlands’ most prominent media companies, Sandra’s track record is exceptional. Having led her own company for over a decade, she brings the entrepreneurial spirit that aligns perfectly with Banijay Entertainment’s DNA, and she is well-positioned to guide this portfolio of ten labels into a new era of growth and innovation," noted.
Sandra Hilster celebrated the challenge: “I look forward to joining a group that has continuously evolved and been a driving force in our industry on a global scale. In the Netherlands and Belgium in particular, Banijay has built an inspiring network of labels that consistently create and produce titles that resonate both locally and internationally. I’m excited to join this talented team and contribute to Banijay Benelux’s future," stated.
Banijay Benelux’s portfolio includes ten labels: EndemolShine Nederland, Southfields, SimpelZodiak, NL Film, Banijay Belgium, Scenery, Topkapi Films, Posh Productions, jonnydepony, and Twentytwo Productions. The group is known for titles including "Big Brother", "Te Land, Ter Zee en in de Lucht" ("By Land, Air and Sea"), "Miljoenenjacht" ("Deal or No Deal"), "Golden Hour", "Good Times Bad Times", "Expeditie Robinson" ("Survivor"), and "Only Joling".