By Sahil Patel
FremantleMedia North America has launched Tiny Riot, a new digital content studio that brings the producer-distributor’s digital initiatives under one umbrella.
“FremantleMedia has been at the forefront of the digital content boom for some time,” said Lee Rierson, COO of FMNA, in a statement. “As we established key partnerships and watched our original digital content output grow over the past 12 months, it became clear that this was a business that deserved to operate as its own studio.”
Rierson is referring to multiple deals FMNA has been involved in with digital video companies in the past year. Outside of building The Pet Collective, its own network of pet-focused channels, FMNA teamed with Vice Media to launch and produce programming for the Munchies food channel, has development and content deals with YouTube MCNs StyleHaul and BroadbandTV*, and is actively developing original online content based on TV properties like “Family Feud” and the upcoming “Celebrity Name Game.”
(FremantleMedia is also an investor in Divimove, which claims to be the second-largest MCN in Germany.)
Looking ahead, Tiny Riot will be the in-house label to develop content and properties based on FMNA’s IP, as well as new verticals across categories like food, lifestyle, fashion and beauty, and pets, Rierson said.
The studio will also provide ad sales, audience development, and distribution strategies across all of its platforms.
Overseeing all of this will be Gayle Gilman, who was hired by FMNA as EVP of digital content last fall. Gilman previously ran the digital business for FMNA CEO Thom Beers’ Original Productions. As the EVP and GM of Tiny Riot, she will report to Rierson.
“This is an extremely exciting time for our team,” said Gilman. “We’ve already had great success with The Pet Collective and our strategic deals with BroadbandTV, VICE, and StyleHaul are just the tip of the iceberg. It’s evident that there are big opportunities in this space, and platform providers are keen to partner with premium content creators with a global distribution and production reach.”
* FremantleMedia’s parent company RTL Group is an investor in BroadbandTV. Bertelsmann, which oversees them all, is an investor in StyleHaul.