Press Releases
PrintFremantleMedia and Heavy.Com announce partnership to create groundbreaking online entertainment format
Posted 28 Apr 2008
FremantleMedia and Heavy.Com announce partnership to create groundbreaking online entertainment format
LoveRace to bring online dating into new non-linear reality series
New York, April 28, 2008:FremantleMedia and Heavy.com (http://www.heavy.com, today announced a partnership to create a one-of-a-kind online entertainment experience -- LoveRace. Targeted toward Heavy.com’s audience of men 18-34 years old, LoveRace will feature a mix of editorial and user-generated content to reward participants with the ultimate dream date. The audience can also play along to win their own dream date and various other prizes. LoveRace is a concept created by FMX, FremantleMedia’s new media division, who will produce it for Heavy.com, with FremantleMedia Enterprises (FME), the company’s brand extension arm, developing a comprehensive promotional and advertising program. ), the web’s leading independent video site
LoveRace will call upon FremantleMedia’s extensive expertise in television entertainment and dating formats around the world, to create a funny, exciting and entertaining experience for participants and viewers alike. The LoveRace channel will be exclusively distributed and promoted on Heavy.com’s entertainment portal in late 2008.
Claire Tavernier, Executive Vice-President, FMX, says: “This is a great opportunity for FremantleMedia to work with a major online distribution partner like Heavy.com. We are delighted to be able to combine our production and commercial expertise with Heavy.com’s audience and commercial reach, to start building new and exciting entertainment experiences online.”
FME and Heavy.com are currently in discussions to secure 3-5 potential brand partners who will support the program both online and off.
Shannon Pruitt, Vice President, Integrated Marketing, Sponsorship and Live Events, FME in North America, says: “FremantleMedia has the unique ability and creativity to introduce a new and completely immersive online entertainment experience giving innovative brand partners an opportunity to sculpt their message to this desirable audience.”
Jimmy Jellinek, Heavy.com’s vice-president of entertainment and programming says, “FremantleMedia is the king of this format and the king of reality TV. And with our audience of 17 million viewers it’s a perfect opportunity to make the next generation of must-see programming.”
ENDS
Notes to editors:
FremantleMedia is one of the world’s largest creators, producers, distributors and licensors of programme brands in over 40 territories worldwide.
FMX is a department of FremantleMedia, which explores, creates and produces non-linear entertainment brands and experiences for new media.
About FremantleMedia Enterprises & FremantleMedia
FremantleMedia Enterprises is the brand extension arm of FremantleMedia, offering a one-stop-shop for all Licensing, Distribution and Home Entertainment. It is a division of FremantleMedia, one of the largest international creators and producers of entertainment brands in the world with leading prime time drama, serial drama, entertainment and factual entertainment programming in over 40 countries worldwide. FremantleMedia is a subsidiary of RTL Group, Europe's largest television and radio broadcast company, which is 90% owned by Bertelsmann AG, an integrated media and entertainment company that commands leading positions in the world's media markets. For further information, visit http://www.fremantlemedia.com.
About Heavy
The Heavy Corporation includes Heavy.com, one of the Web’s leading video brands and the leader for 18-34 year old guys, and Husky Network, a premium video ad network.
Heavy.com is one of the web’s leading consumer video companies and the leader for 18-34 year old males, which is a key demographic for marketers and advertisers. Heavy combines its own unique original programming with those of its users to create an environment where you can control and even participate in your own personal video experience. Heavy’s original programming staples include “Superficial Friends,” “Kung Fu Jimmy Chow,” “The Massive Mating Game,” “The Burly Sports Show,” and “Behind the Music that Sucks.” Heavy’s original programming is available on Verizon V-Cast, Verizon FiOS, Comcast VOD, TiVo, Sony PSP, Apple iPod and Joost. Advertisers on the broadband network include Coors, Nissan, Panasonic, Diesel, Axe, Sony and Nike.
Contacts
For FremantleMedia Enterprises
Brian Reinert
Bender/Helper Impact
212.689.6360
For Heavy.com
The Morris + King Company
Lane Buschel / Chris Macowski
212-561-7454 / 212-561-7459