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John de Mol, the creator of hit TV shows Big Brother and The Voice, has countered a rival bid for Telegraaf Media Groep NV with his own 274 million euro ($294 million) offer to take control of the Dutch newspaper publisher.

De Mols Talpa Holding made an unsolicited cash offer of 5.90 euros a share for TMG, publisher of the Telegraaf daily and a number of regional newspapers in the Netherlands, according to a statement Monday. The offer follows a 5.25 euros-a-share proposal fromclosely held Belgian group Mediahuis NV and VP Exploitatie announced on Dec. 14. De Mol built a 18.4 percent stake in TMG this month, according to a filing with regulator AFM on Jan. 17, and has since raised his holding to just above 20 percent.

TMG will compare Talpas proposal to the rival Belgian bid and a stand alone strategy and other strategic alternatives, the company said Monday in a statement.

Buying TMG would give De Mol control of a number of Dutch media assets including Amsterdam-based De Telegraaf,which ditched 121 years of broadsheet format in 2014 in favor of tabloid sizing. TMG and De Mols Talpa have partnered to deliver more online video in recent months, combining Talpas television expertise with TMGs content in an app and on the web.

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Talpa Holding owns one-third of SBS Nederland, which operates a string of Dutch TV and radio stations. De Mol, a 61-year-old billionaire, founded the company in 2004 after leaving Endemol, where he created Big Brother.

Shares in TMG advanced 1.6 percent to 5.901 euros, just above the offer price.

Talpa Media, formerly part of Talpa Holding, was sold to U.K. broadcaster ITV Plc. Talpa Media produces shows including The Voice, The Voice Kids and Dance Dance Dance.

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'Big Brother' Creator De Mol Bids to Control Dutch Publisher TMG - Bloomberg