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Fremantle launches digital media outfit Shotglass

Fremantle launches digital media outfit Shotglass
Staff Reporter
10 April 2015

FremantleMedia UK has launched a new digital media company called Shotglass Media.

The new digital outfit will sit alongside FMUK labels Talkback, Thames, Retort, Boundless, Newman Street and Euston Films and focus on creating digital experiences for fans and brands.

Kat Hebden (pictured above) will head up the operation as Managing Director, reporting to Interim FMUK CEO Richard Holloway; Hebden was previously Head of FremantleMedia UK Interactive.

FMUK’s digital content initiatives in the UK already includes Munchies, a multi-channel food brand co-produced with VICE Media, and football fan channels Full Time Devils, Chelsea Fan Channel and Blue Moon Rising. Hebden and her team will grow the slate of food and sports content, and will also develop and produce in other key verticals like gaming, travel, music, entertainment and automotive.

Shotglass Media will also encompass all digital and social media activity for FremantleMedia UK’s programmes including Britain’s Got Talent, The X Factor, Celebrity Juice, The Apprentice, Take Me Out and more, and will work with all FMUK labels to create new experiences for fans across the range of programming within the group.

The new company will also work with brands and advertisers who are looking for creative digital advertising solutions: with the FMUK Commercial team, Shotglass Media will offer the full scope of integrations from bespoke funded content to sponsorships and advertising.

Holloway commented, “This is a very exciting time for FremantleMedia UK, the media landscape is changing so rapidly and while we’ve already been at the forefront of these changes, we’re now making even more investment in digital media to increase our activity. Kat is an unstoppable force and in her hands, Shotglass will become the benchmark for digital content companies.”

Hebden’s senior team will include Audrey Lang, Head of Business Development, James Cooper, Executive Producer of Original Programming, and Neil Smythe, Head of Sport.

The team will work with FremantleMedia and RTL Group digital companies including Divimove, the European MCN the company acquired earlier this year, as well as RTL Group’s MCNs StyleHaul and Broadband TV.

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