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

The new digital entity will sit alongside FremantleMedia UK labels Talkback, Thames, Retort, Boundless, Newman Street and Euston Films and focus on creating innovative digital experiences for fans and brands. Kat Hebden will head up the operation as managing director, reporting to interim FremantleMedia UK CEO Richard Holloway. Hebden was previously head of FremantleMedia UK Interactive.

The investment in Shotglass Media will accelerate the growth of the company’s digital content initiatives in the UK, including the slate of original digital content, which 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 closely with all FremantleMedia UK labels to create new experiences for fans across the range of programming within the group. 

The new company will be a key partner for brands and advertisers who are looking for creative digital advertising solutions: with the FremantleMedia UK Commercial team, Shotglass Media will offer the full scope of integrations from bespoke funded content to sponsorships and advertising.

Holloway said, “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 head of business development Audrey Lang, executive producer of original programming James Cooper and head of sport Neil Smythe. The team will work in tandem with FremantleMedia and RTL Group digital companies including Divimove, the leading European MCN the company acquired earlier this year, as well as RTL Group’s MCNs StyleHaul and Broadband TV.

Hebden added, “FremantleMedia has become a key player in digital content and I’m delighted to be leading the next push in the UK. Not only do we have a strong team here in the UK, but FremantleMedia as a group has an impressive digital presence and we’ll continue the heritage of producing locally whilst using our global network to share best practices, relationships and where appropriate, cross-border content for fans and brands.”

Shotglass Media joins the growing number of regional digital entities under the FremantleMedia umbrella including Tiny Riot!, the US digital studio launched last year, UFALab, its German transmedia company, and Spring, part of FremantleMedia Australia.