(2 November 2009 7:10 pm)

MUMBAI: FremantleMedia is on course to set up a new division called talkbackTHAMES Digital that will develop multi-platform extensions to talkbackTHAMES.

The new segment of FremantleMedia's business promises to bring digital media and traditional production closer together for more 'integrated multiplatform content production'.

Termed as a 'U.K. center for excellence in digital media', the division aims to enhance viewer engagement with the company's brands producing original online content and maximizing commercial opportunities in the new-media space.

At the helm of the new division is Robert Marsh, previously VP of interactive and telephony at FME. He will be responsible for driving the British strategy for the extension of broadcast properties onto digital platforms, as well as across digital licensing, telephony and online commissions.

He will also continue to focus on extending on- and off-air opportunities with new and existing commercial partners and broadcasters.

Marsh will report to talkbackTHAMES commercial director Rupert Brankin-Frisby and FME Dominic Burns' senior VP of U.K. licensing Dominic Burns.

Comments Marsh, "Joining traditional and digital media production means that we'll be making content that not only complements the television viewing experience but reaches audiences in new ways and gives them innovative and compelling opportunities to engage with their favourite TV shows."

Other FremantleMedia digital success stories include the BAFTA-nominated website for The X Factor that has had more than 45 million page views, has shown over 14.5 million video clips with 8 million-plus visits.