FremantleMedia UK (FMUK) has a new brand under the company umbrella. The British media giant has launched a new digital media label dubbed Shotglass Media, led by Managing Director Kat Hebden.
According to the release, Shotglass Media’s goal will be to create “innovative digital experiences” through funded content, sponsorships, and digital advertising for brands and their fans, predominantly in the food and sports niches. In addition to new programming, Shotglass will continue to develop current FMUK brands such as the Munchies YouTube channel (co-produced by Vice Media), as well as football (aka soccer) channels Full Time Devils, Chelsea Fans Channel, and Blue Moon Rising.
“The media landscape is changing so rapidly and while we’ve already been at the forefront of these changes, we’re now making even more investment in digital media to increase our activity,” said FMUK’s interim CEO Richard Holloway. “Kat is an unstoppable force and in her hands, Shotglass will become the benchmark for digital content companies.”
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Hebden and her team will also be responsible for developing and growing verticals for the gaming, travel, music, automotive, and entertainment industries. Shotglass will work alongside fellow FremantleMedia and RTL Group digital properties Divimove, StyleHaul, and BroadbandTV. Hebden’s Shotglass team is also charged with handling digital and social media for many of FMUK’s traditional TV programs like Britain’s Got Talent, The X Factor, and The Apprentice.
“FremantleMedia has become a key player in digital content and I’m delighted to be leading the next push in the UK,” stated Hebden. “Not only do we have a strong team here in the UK, but FremantleMedia as a group has an impressive digital presence and we’ll continue the heritage of producing locally whilst using our global network to share best practices, relationships, and where appropriate, cross-border content for fans and brands.”
