• by Wayne Friedman , June 7, 2007

FremantleMedia Enterprises has struck an international distribution and global-licensing deal with commercial-production company @radical media in an effort to increase Fremantle's branded entertainment TV programming profile.

For the last couple of years, @radical media has moved into the TV programming area--especially into branded entertainment--with shows such as "The Gamekillers," a scripted reality dating show produced with advertising agency BBH and Unilever's Axe deodorant. The show aired on MTV. It is also a production partner in the series "Iconoclasts," along with the Sundance Channel and Grey Goose Entertainment.

The two companies are working on at least two new programs for 2008--a scripted reality show and a sports-entertainment branded show.

"We sought a company that breaks new rules--like they did with "American Idol," says Robert Friedman, president of media and entertainment at @radical.media. "We wanted someone that had clout in the marketplace." For years, Fremantle has been a major international TV distributor, as well as selling format deals of game shows.

The two companies already have an international distribution deal for "Iconoclasts," which has been distributed in 39 countries.

This week @radical media will air "Fast Cars and Superstars: Gillette Young Guns Celebrity Race" on ABC. The reality show pairs 12 celebrities with top-ranked NASCAR drivers. It will run before or after an NBA finals game. It's a co-production with Michael Davies and BBDO and Gillette.

In addition, @radical.media has been active in producing Webisodes for Ford Motor Co., American Express and Burger King among others--as well as launching a VOD channel, driverTV, where consumers can shop for cars.

"There are still very few that understand what branded entertainment means to a client--Radical understands it," says Jeff Tahler, vice president of acquisition and development for Fremantle Media Enterprises.