Advanced Television

Fremantle gets radical

October 4, 2010

From Colin Mann in Cannes

Entertainment brands creator and producer FremantleMedia has taken a 60 per cent share in, a global transmedia business that creates advertising and branded entertainment content. The deal represents FremantleMedia’s first large scale move into the branded entertainment market, allowing the company to further diversify its revenue sources and to develop new business models.’s Chairman and CEO Jon Kamen will continue in his role and the partnership will not impact any of the firm’s existing management team and relationships.

FremantleMedia CEO Tony Cohen said the major investment increased the company’s expertise and capability as a multi-platform branded entertainment business. “’s reputation and relationships with the world’s leading advertising agencies, their clients and broadcast partners, combined with their strong creative profile and in-house talents, allows both organisations to develop more on- and off-screen content for broadcasters and brands,” he added.

Kamen said that as part of the FremantleMedia family, would have access to new customers, new territories in key international distribution outlets and even more brand extension opportunities for its existing clients.

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