FremantleMedia UK launches digital division

Merges talkbackTHAMES digital team and the Screenpop mass participation unit.

FremantleMedia UK is the UK production arm of broadcasting giant FremantleMedia, which produces programming including The X Factor, Britain’s Got Talent, Take Me Out, The Apprentice and more.

The new division, FremantleMedia Interactive, will focus on driving audience engagement with existing and new formats, building on the success of interactive apps such The X Factor’s play-along “Tap to Clap”. 

There will be a particular focus on mobile and 'second screen' applications, D2C transactions, social media and games.

FremantleMedia Interactive will be headed up by Peter Cassidy, formerly MD of Screenpop. He said: “Changing behaviour, new technology and the rise of social media all mean that the public’s demand for interactivity with TV shows both during and outside broadcast is bigger than ever.

"I look forward to working with the rest of FremantleMedia UK and our partners to deliver continually bigger and better interactive experiences for our shows and to help in the development of converged formats where viewer interactivity and participation have been baked in from the start.”