Major television production company Endemol was set Monday to finalize an agreement to become a major shareholder in Reshet, one of the two concessionaires that run Israel’s most popular TV station, Channel 2 .

Endemol, a Dutch company owned by Italian media conglomerate Mediaset, produced a number of successful reality programs and created the “Big Brother” format.

The company signed a deal last Thursday in which it paid NIS 100 million ($28.56 million) for one-third of Reshet’s stock.

This is not Endemol’s first major purchase in the Israeli market. In April, it purchased a controlling share in Kuperman Productions, which it relaunched as Endemol Israel.