FremantleMedia has created a new digital division, FremantleMedia UK Interactive, combining the expertise and knowledge of the former talkbackTHAMES digital team and Screenpop, the group’s innovation and mass participation unit.
The division will be headed up by Peter Cassidy, formerly Managing Director of Screenpop. Cassidy will report into Christian Grobel, FremantleMedia UK’s new Director of Strategy and Operations, and will work with the Label Managing Directors for Boundless, Retort, Talkback and Thames.
The new division will focus on driving audience engagement with existing and new formats, and building on the success of interactive apps such The X Factor’s play-along “Tap to Clap”. The division will work with FremantleMedia UK Labels and FremantleMedia Enterprises in the development of interactive formats and entertainment concept with a focus on mobile and second screen applications, direct to consumer transactions, social media and games.