Video Interview: FremantleMedia Enterprises’ David Ellender

NEW YORK: David Ellender, the global CEO of FremantleMedia Enterprises, discusses the strengths of the company’s portfolio, its aspirations to expand its drama business in the U.S. and the importance of building brands in this video interview.

With a catalogue of more than 20,000 hours of programming, which is licensed to broadcasters in some 150 countries worldwide, FremantleMedia Enterprises (FME) is able to meet most programming needs. The FME library runs the gamut from drama, entertainment and factual to music, comedy and children’s programming. As Ellender, explains, a growing number of new thematic channels around the world have shown a seemingly insatiable appetite for four key genres: food, travel, fashion and wellbeing.

FME has responded to this demand by seeking out some of the top talent in each of these areas, and in particular, has established lasting relationships with some of the world’s top chefs, from Jamie Oliver to Anthony Bourdain.

And, of course, in the fashion genre, FME has worked with U.S. producers like Magical Elves, who created the hit series Project Runway.

Always on the lookout for new trends in the market, Ellender and his team have noticed that many of the most successful and innovative drama series coming out of the U.S. recently have come from cable networks. Ellender is therefore keen to ramp up FME’s U.S. drama production for cable channels. In keeping with his strategy of working with top talent in the business, he has made first-look deals with a number of producers, including Mike Tollin, the executive producer of Smallville and One Tree Hill, and winner of three Emmy Awards, and Bob Cooper, who formed the film and television production company Landscape Entertainment after two decades of experience at DreamWorks Pictures, TriStar Pictures, Artisan Entertainment and HBO Films.

Ellender would like to replicate in the U.S. FME’s successful British and Australian drama businesses. FME has in fact worked with Shine in the U.K. on the series Merlin, which was made for the BBC and then distributed to 150 markets around the world and is being released on DVD in 45 markets. Later this year, FME will be launching a range of Apple apps and is working with third parties to develop console video games based on the Merlin brand.

And brand is a key word for FME. While building its drama business requires a significant presence in the U.S. market, the driving force behind FME is building brands and franchises.

To that end, FME has been adept at creating all sorts of brand extensions, and live shows connected to hit programs provide viewers with real interaction with their favorite shows. Grand Designs has been airing since 1999 on Channel 4 in the U.K. and is about building homes. FME organizes two exhibitions each year in the U.K., one in May and one in October, and both are open to the public. In May last year, Grand Designs Live attracted some 66,000 people to the event, which was spread over three days. This year, FME is launching Grand Designs Live in Australia.

Everyone knows what a huge hit American Idol is. Last year, with The Walt Disney Company, FME launched the American Idol Experience at Disney’s Hollywood Studios theme park in Florida. In a 1,000-seat auditorium there are seven shows a day and the American Idol Experience is one of the park’s most popular attractions.

The Price is Right is the longest-running game show in television history and four years ago FME launched the live event The Price is Right Live at the Bally’s Casino in Las Vegas. It plays six shows a week at 2:30 p.m. Tickets run about $50 and FME gets about 80 percent occupancy for each show. It’s one of the longest-running shows in Las Vegas. Once again, it’s an opportunity for the viewer of the TV show to experience the live show, and an excellent way of strengthening a brand.