Granada America Takes Stake in Electric Farm

LONDON/LOS ANGELES, August
1: ITV, through its U.S.-based production arm, Granada America, has acquired a
10-percent interest in Electric Farm Entertainment, the digital studio founded
by Stan Rogow, Brent Friedman and Jeff Sagansky.

Electric Farm is at work
on a number of new properties following its success with the multiplatform
series Afterworld, including Woke
Up Dead and Gemini Division. Both have been acquired by NBC Universal Digital
Studio to air on NBC.com.

ITV’s investment of $2
million for a 10-percent stake and an option to acquire a controlling
shareholding at the end of this year is in line with the British-based
company’s efforts to ramp up its U.S. business.

Lee Bartlett, the managing
director of ITV Global Content, commented: “I’m attracted to this company
because they are specializing in scripted direct-to-Internet programming that
is economically produced but creatively engaging. These projects have worldwide
appeal to audiences and advertisers alike with the potential to grow on to
other platforms, including TV.”

Paul Buccieri, the
president and CEO of Granada America, added, “Electric Farm Entertainment is a
leader in the development and production of high quality and compelling content
that can translate from new-media platforms to traditional media outlets. I
have tremendous respect for Stan, Brent, Jeff and their team and this new
venture will significantly expand our company’s capabilities in monetizing
new-media opportunities.”

—By Mansha Daswani