The switch comes nearly seven months after Canada-based Kew acquired Content and six production companies for a combined C$104.1 million (US$85.3 million).
A note issued today said the rebranding reflected “the evolution of our company and its alignment with the larger group”, alluding to “exciting and positive changes over the coming months”.
The new look Kew will be in operation at MIPCOM as Kew Media Group Distribution, shopping a catalogue of 6,500 hours that includes BBC drama hit Line of Duty.
“We are the same passionate team with our usual innovative approaches to deals and a stellar line up of content, but now more robust than ever with our Kew Media Group backing,” the company said in its release.
Former Alliance Atlantis (CSI: Crime Scene Investigation) entertainment chief Peter Sussman and Blue Ice Group co-founder Steven Silver founded Kew last year as a SPAC (special purpose acquisition company) listed in Toronto.
An initial raise brought in C$70 million from mainly institutional investors, and Kew then secured a new, five-year US$100 million credit facility for Content last month.
Kew is currently assessing a wide range of acquisitions targets, having already bought Content and its subsidiary production companies, plus Canada-based producers Architect Films, Bristow Global Media, Media Headquarters Film & Television, Our Media House and Frantic Films.
Content was previously known as ContentFilm, which in 2005 bought Fireworks International. Fireworks became Content Television in 2011, and at the same time, the Content Media Corp moniker came into use.