FremantleMedia Takes @radical Stake

CANNES: FremantleMedia has picked up a 60-percent interest in @radical.media, a transmedia outfit specializing in advertising and branded-entertainment content.

The move marks FremantleMedia’s first major move into the branded-entertainment space, as the company looks to diversify its revenue sources. With the investment, Jon Kamen will continue to lead @radical.media as chairman and CEO. 

“This major investment increases our expertise and capability as a multiplatform branded entertainment business," said Tony Cohen, CEO of FremantleMedia. "@radical.media’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 organizations to develop more on- and off-screen content for broadcasters and brands. We are very excited about working with Jon and his exceptional team and we welcome @radical.media to the FremantleMedia family.”

FremantleMedia Enterprises has previously partnered with @radical.media on projects such as the critically acclaimed TV series Iconoclasts on the Sundance Channel, Britney: For the Record and the table-tennis tournament Hardbat Classic on ESPN. “We are delighted to be furthering our relationship with FremantleMedia and working creatively with them to develop new business opportunities that will help maintain our position as a leading global transmedia company,” said Kamen. “As a new member of the FremantleMedia family, @radical.media will have access to new customers, new territories in key international distribution outlets and even more innovative brand extension opportunities for our existing clients.” 

The company has also announced the rebrand of its Spanish production arm Grundy Producciones S.A. as FremantleMedia España S.A., effective immediately. “We have very strong ambitions for the Spanish market, and we will continue to strive to create world-class inspiring entertainment for our viewers with our new name of FremantleMedia España," said Monica Galer, head of Northern and Southern Europe at FremantleMedia.