Phil Rosenthal (Everybody Loves Raymond) and his production banner Lucky Bastards have entered a strategic global digital agreement with Banijay Americas and Banijay Rights, the distribution arm of Banijay Entertainment.
The deal sees the Banijay divisions become dedicated partners in expanding Rosenthal’s brand across YouTube and the wider digital ecosystem.
As part of the collaboration, new episodes of the culinary travel series Somebody Feed Phil will move non-exclusively to a new Phil Rosenthal World YouTube Channel, anchored by a slate of short- and long-form original content.
Created and hosted by Emmy-winning producer and creator Phil Rosenthal, Somebody Feed Phil has built a strong international following through its humour, humanity and celebration of cultural connection through food and travel. The new digital expansion will further amplify Phil’s voice while extending the brand into always-on storytelling tailored for a global audience. According to Banijay, the initiative establishes YouTube as the central hub for the brand.
“Phil Rosenthal is one of the rare creators who consistently stays ahead of where the industry is going,” said Ben Samek, CEO Banijay Americas. “Partnering with a filmmaker and storyteller of his calibre is incredibly exciting for us. YouTube represents a natural evolution and a place where audiences can engage with his voice and humour as we build a global digital home for Phil Rosenthal World.”
The deal represents a broader effort to build out an expansive global content ecosystem, giving fans around the world greater access and engagement across platforms. By removing paywalls and maximising accessibility, the strategy is designed to significantly increase reach. “One of the things I always loved about Everybody Loves Raymond was that it was free to watch everywhere, said Rosenthal.
Cathy Payne, CEO, Banijay Rights, added: “Our forward-thinking approach to YouTube and digital monetisation is perfectly epitomised through this deal with Phil Rosenthal and Banijay Americas, as we continue to expand our YouTube, FAST and AVOD activity domestically and internationally.”
Together, Banijay Americas and Banijay Rights will provide end-to-end support across production, digital channel management, monetisation and global distribution. The collaboration also creates opportunities for brand partners, platforms and tourism boards to participate – aligning with the show’s global perspective and travel-driven storytelling.
