Growing Spanish producer-distributor The Filmax Group and Endemol-backed TV producer Gestmusic have joined 50-50 to launch new production outfit Zenit Multimedia.

Based in Santiago de Compostela, Zenit will produce original product for television including fiction series, variety shows and docu-series. Plans to market its original formats abroad are also in the works. The new joint venture may also enter feature film production in the future.

Gestmusic Endemol is owned 60% by Dutch entertainment giant Endemol, which in turn is now housed in Spanish giant Telefonica Media. Founded in 1987 by former musicians Josep Maria Mainat and Toni Cruz, Gestmusic's 1995 partnership with Endemol gave it exclusive rights to Endemol formats in Spain and helped launch Gestmusic's popular variety and entertainment shows internationally.

Led by president Julio Fernandez, Filmax is the producer of locally and internationally well-received films such as The Nameless (Los Sin Nombre) and Compassionate Sex (Sexo Por Compasion). Its sci-fi genre division, the Fantastic Factory, closed worldwide sales on its first year slate of films including Brian Yuzna's forthcoming Faust.