Production company FremantleMedia UK has launched a new digital division combining the former Talkback Thames digital team with Screenpop, the group’s innovation and mass participation unit.
The new division, FremantleMedia UK Interactive, will be headed by Peter Cassidy, former managing director of Screenpop.
Cassidy, who will join the company’s editorial board in the UK, will report to Christian Grobel, FemantleMedia UK’s director of strategy and operations.
The new division 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.
The division will work with FremantleMedia UK Labels and FremantleMedia Enterprises to develop interactive formats and entertainment concept with a focus on mobile and second screen applications, direct to consumer transactions, social media and games.
The Screenpop brand will continue as a sub-label of FremantleMedia UK Interactive.