Online drama to launch on iVillage UK
FremantleMedia is partnering with NBC Universal-owned iVillage U.K. to launch an online comedy-drama series aimed at young mothers.Created by Fremantle’s new-media division FMX, “Parentshood” will bow in the U.K. this fall. The 12-week online series will tell the story of five parents through a mix of shortform video posts, blogs, photos and message boards. Fremantle plans to roll out the format internationally as it ramps up its online activities at FMX and at several of its larger production divisions, including Talkback Thames in the U.K., Germany’s Ufa Film & TV and FremantleMedia North America. “We see signs that this area is really taking off,” said Gary Carter, president of FremantleMedia Creative Networks and chief exec at FMX. “It’s all coming to fruition at the same time.” Launching later this year are reality skein “LoveRace,” which has been developed for U.S. website Heavy.com, and music site “UR Fantastic.” Developed with U.K. brand agency Warwick Worldwide, the latter is an online community where music fans compete by creating material in homage to their favorite acts. Set up 18 months ago, FMX is focused on creating stand-alone online entertainment, as well as new-media extensions around Fremantle’s existing brands. So far, Fremantle’s biggest online success has been AmericanIdol.com, which generated more than $13 million in ad sales and sponsorship last season.