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Cash in the Attic online brand extension set to go live

Argonon’s long-planned online property based on UK factual entertainment format Cash in the Attic will go live today.

CashInTheAttic.com was first mooted in July 2011 as online hub for fans of the BBC antiques trading format, which was cancelled in the same month after a decade on air.

London-based production group Argonon, which launched in 2011 with expansion TV and digital plans, confirmed the plan a year later with the hire of 19 Entertainment digital executive Martin Lowde as MD of CashInTheAttic.com.

Argonon then appointed London-based multi-platform specialist Miomni to create the platform.

Much like the popular Leopard Films TV format, the site will allow members of the public and professional traders to have their various items valued by a team of experts. Twenty experts across 35 categories will assess uploaded images, videos and descriptions before making judgements and offering advice on how to market the products. Argonon claims each upload will be assessed within 48 hours.

Furthermore, low-value items can be sold directly through the website’s ‘Marketplace’ function, which links to online auction sites such as eBay. Traders with high value items will be pointed toward professional auction houses.

The site will also include 15,000 clips from the TV show, news and features sections, a classified ads section, an aggregation platform, a forum and an industry events calendar.

Argonon has claimed the model is a breakthrough for global TV content creators, providing a model for extending the life of a TV brand online and harnessing new audiences.

Speaking ahead of the launch, CashInTheAttic.com MD Lowde said: “Our ambition is to de-mystify the world of antiques by connecting the public to the UK’s leading experts in this area and to present all information in easy-to-understand, jargon-free language.”

James Burstall, Argonon’s CEO, added: “Today is a landmark moment for the Argonon group and the wider TV industry. We’re delighted to be in a position to take one of the world’s most popular programme formats and re-imagine it for the digital age. We believe this trail-blazing model will help us to realise our key strategic ambition to grow IP across international markets and platforms, as we continue to venture further into the ever-evolving digital space.”

Argonon, which formed two years ago out the merger of Leopard Films and Remedy Productions, recently hired commercial management consultancy Accelerate Worldwide to help support its digital growth strategy.