Freedom Launches Production Firm For Ad Funded TV

Content solutions agency, Freedom Media, has launched a dedicated TV production company to capitalise on the growing advertiser-funded TV industry.

The New Company, Freedom TV, will create output for its content solutions, with its first major project being for Sony PlayStation, representing a major repositioning of the brand through branded content, as a mass-market entertainment platform.

The company’s debut material will comprise a series of Summer events, including live shows on Channel 4 and T4.

The creation of Freedom TV is the first time that a content solutions agency has launched its own production company, with the firm designed specifically to build on the growing momentum surrounding branded TV content.

The launch will create a ‘hotshop’ of TV production staff, with, Freedom claims, more flexibility than is usually found in traditional production companies. Freedom’s experience in advertising also equips the new company with a unique insight into the needs of its clients, the company aims to translate this into a framework which is sensitive to brands.

Freedom Media creative director Andy Woodford explained: “Over the last five years, Freedom Media has co-produced a range of innovative brand-led programmes with some of the UK’s leading production companies. The experience we have gained has led us to take this step in setting up our own production company in the context of seamless delivery of integrated content solutions to our clients.”

Freedom will continue to work with outside production partners, both in the UK and in the international rollout of properties and programmes, however, the company clearly hopes to tempt more blue-chip clients to its portfolio, adding to its current high-profile clients such as Pepsico, Mastercard and Sony PlayStation.

Freedom Media: 020 7350 5550