As the global television business gears up for Cannes, V10 Entertainment MIPCOM hires are already drawing attention across the distribution market. The Los Angeles-based company is strengthening its international sales push with three seasoned executives, a move that signals serious ambition ahead of one of the industry’s most important content gatherings.
V10 Entertainment has brought in Michelle Payne, Matt Vassallo and Poh Lin Ho in strategic partner roles, reinforcing its position as a growing force in TV and digital content distribution. The appointments arrive just before MIPCOM, when buyers, sellers and producers from around the world converge to negotiate rights, discover new programming and map out the next wave of global content deals.
V10 Entertainment MIPCOM hires signal a bigger international play
The latest V10 Entertainment MIPCOM hires are more than routine staffing news. They reflect a broader strategy to scale the company’s footprint across key territories while maximizing the global potential of its existing intellectual property.
V10, which has built a portfolio spanning unscripted entertainment, clip shows, motorsports and digital-first media, is clearly preparing for a more aggressive international expansion. By adding executives with deep expertise in EMEA, North America and Asia-Pacific markets, the company is sharpening its ability to tailor distribution and licensing strategies to local audiences and platforms.
This matters in today’s content environment, where success increasingly depends on understanding:
- Regional buyer preferences
- Platform-specific programming needs
- FAST channel growth opportunities
- Co-production and acquisition trends
- The long-tail value of library content
In that sense, the V10 Entertainment MIPCOM hires appear designed to improve both reach and revenue potential ahead of a crucial sales period.
Who are the new V10 strategic partners?
Michelle Payne to lead EMEA sales
Michelle Payne will oversee sales in Europe, the Middle East and Africa from London. She brings decades of television sales experience, including recent consulting work for Fox during the buildout of its international distribution business. She also previously held a senior vice president role at ViacomCBS, where she managed sales across EMEA.
Her appointment gives V10 an executive with strong relationships and practical expertise in one of the most competitive TV distribution regions. For a company with broad unscripted and clip-format assets, that kind of local market intelligence can be a major advantage.
Matt Vassallo adds studio distribution expertise
Based in Los Angeles, Matt Vassallo joins after years in distribution, acquisitions and co-production. Most recently, he served as Head of Series Acquisitions & Distribution Strategy at Amazon MGM Studios Distribution, where he worked on acquisition pipelines and go-to-market plans for premium content.
He also held a senior international distribution position at MGM before its Amazon acquisition. That background gives V10 access to studio-level strategic thinking, particularly useful as content sellers look for smarter packaging, rights windows and international monetization.
Poh Lin Ho strengthens Asia market knowledge
Poh Lin Ho brings more than 35 years of senior media experience, including acquisition, syndication and media investment. She spent over three decades at Malaysia’s Vision Plus Entertainment and exited as CEO in 2023 before moving into independent work.
Her addition broadens the geographic and strategic reach of the V10 Entertainment MIPCOM hires, especially in markets where regional relationships and content adaptability remain essential to closing deals.
What V10 is taking to MIPCOM
The company heads to Cannes with a portfolio that mixes established brands and niche audience plays. Among the headline properties are:
- America’s Funniest Videos
- America’s Funniest People
- Hooligans: The ARCH Racing Project with Keanu Reeves and Gard Hollinger
- MotoAmerica live races
These titles represent different kinds of value in the global market. Long-running comedy clip formats can travel well, especially across linear channels and digital platforms, while branded nonfiction and live sports content can help distributors secure differentiated programming in crowded content slates.
The V10 Entertainment MIPCOM hires will support co-Heads of Global Licensing and Distribution Samantha Cooper and Josh Vodnoy, who continue to lead the broader sales effort.
Why this matters for the TV distribution business
In a media landscape shaped by consolidation, platform fragmentation and shifting buyer demand, targeted executive appointments can reveal a company’s real strategy. In this case, the V10 Entertainment MIPCOM hires suggest the company sees fresh opportunity in global licensing, particularly for scalable unscripted IP and digital content libraries.
V10 was founded in 2022 and has moved quickly to build a multi-pronged business. Its portfolio includes Venture 10 Studio Group, Fishbowl Media, Vin Di Bona Productions and Clip Tiger. The company says it controls a comedy-focused content library with more than 3.1 million digital assets and produces over 250 hours annually for 44 owned-and-operated FAST and digital channels.
That combination of legacy TV formats, digital inventory and channel operations positions V10 to operate across both traditional and next-generation distribution models. Last year’s acquisition of Towerhouse, a digital rights management and production company, added another layer to that strategy by strengthening backend rights and production capabilities.
For MIPCOM buyers, that means V10 is not simply selling individual shows. It is increasingly presenting itself as a flexible rights, content and channel partner.
What to watch in Cannes
As MIPCOM approaches, the key question is whether the V10 Entertainment MIPCOM hires translate into wider market penetration and stronger deal flow. Several themes will be worth tracking:
- EMEA expansion: Payne’s role could unlock broader European format sales and library licensing.
- Studio-style strategy: Vassallo may help package content more effectively for premium buyers.
- Asia growth: Ho’s regional expertise could create openings in syndication and cross-border partnerships.
- FAST monetization: V10’s digital and channel experience may appeal to buyers looking for cost-efficient, always-on programming.
If those pieces come together, the V10 Entertainment MIPCOM hires could become a defining step in the company’s next phase of growth.
Read more:
Explore more:
Conclusion
The V10 Entertainment MIPCOM hires show a company preparing to compete more aggressively on the world stage. By bringing in experienced sales and distribution leaders with deep regional expertise, V10 is signaling that its ambitions now extend far beyond maintaining a library of recognizable titles. As MIPCOM begins, this strengthened team could help turn existing brands, live events and digital assets into broader international growth.
