By Sahil Patel
Here’s another international MCN that you should get to know: the Germany-based Divimove, which just received a minority investment from FremantleMedia, the producers of hit TV shows like “American Idol” and “The X Factor.”
Per the deal, which is being announced in advance of YouTube’s Brandcast event in Berlin, Fremantle is taking a minority investment in Divimove, the second-largest YouTube MCN in Germany. The deal includes stipulations that could result in Fremantle making additional investments in the MCN, though it’s unclear what would determine if Fremantle chooses to do so.
Divimove was founded in 2012 by the trio of CEO Brian Ruhe, COO Philipp Bernecker, and CFO Sebastiaan van Dam. Its network currently generates over 150 million views per month across more than 950 channels/content creators. It seems to be a services-based MCN, providing creators with monetization tools, tech support, and analytics, as well as marketing and cross-promotion.
The deal is described as a way for Divimove to access FremantleMedia’s “extensive experience” in IP development, content production, talent management, sponsorship, and cross-promotion. So while the network is services oriented right now, much like others that we know of stateside, Divimove also wants to focus more on creating and owning the content it’s distributing.
As for Fremantle: “This is an important step in our strategic goal to become the leading creator, producer, and distributor of content on emerging digital platforms,” said Keith Hindle, CEO of digital and branded entertainment at FremantleMedia, in a statement. “We’ve had great success in creating market-leading digital extensions of our TV properties, and are now keen to work closely with Divimove who bring a network of talented content creators producing for new digital platforms. We have been very impressed by the skill and passion of the management team and look forward to helping them build on their success.”
The MCN business is becoming a big area of interest for Fremantle. The company owns The Pet Collective, which is in the process of launching a pet-focused niche MCN.