Sales/distribution specialist ContentFilm has renamed itself Content Media Corp. and dropped the Fireworks Intl. brand.

The company’s shareholders on Friday approved the change, made in order to more accurately reflect the multiplatform business model of TV, film and digital distribution from a library of 3,200 hours of TV programming, 800 telepics, 200 feature films and 300 hours of digital content.

New moniker for the 10-year-old company goes into effect today. “Across our television, film and digital divisions, our distribution and sales efforts have grown more unified over recent years and, as a result, Content has naturally grown more integrated,” Content CEO John Schmidt said. “This is a welcome development as we find digital properties crossing over to television and film, and film and television producers more eager to use our digital distribution capabilities.”

Schmidt told Variety that those trends have been accelerated by the cross-pollination of projects in film and TV and the success of original programming on HBO and Showtime.

“The big divide that existed between film and TV people doesn’t really exist any more,” he noted. “We have been called Content by our staff and the industry for some time, and we’ve brought the Content name to the television division, so everyone knows we operate in all three areas, particularly our film friends in North America who are increasingly looking to expand into television.”

The company’s three divisions are now Content Television, formerly Fireworks Intl.; Content Film, previously ContentFilm Intl.; and Content Digital, which has become a separate stand-alone division to handle a multiplatform content that content to digital media platforms including on-demand, broadband and mobile.

Greg Phillips will continue to oversee Content Television and Content Digital, and Jamie Carmichael will run Content Film.

“There’s extraordinary flexibility in properties now,” Carmichael noted. “Something like ‘Age of Heroes’ can be reformatted and reinvented so that it’s a theatrical release in the U.K., TV in Germany and on a digital platform in Portugal.”

Current ticker symbol on the London Stock Exchange is CFL. New ticker as of Tuesday will be CMCP.

Schmidt was a co-founder of October Films, serving as co-president until its sale to USA Networks in 1999.

London-based Content Media, which has an office in Santa Monica, owns stakes in distrib Phase 4 Films, TV production company Collins Avenue and digital studio Spirit Digital Media.