The Wheel of Value: FremantleMedia’s mantra
It’s FremantleMedia’s successful mantra when licensing programs – with 360-degree, multi-spoke coverage of a brand. But should ‘The Wheel of Value’ influence the way film and TV creatives produce the original content? Georgina Pearson finds out.
Taking an idea for a TV series and turning it into a successful ratings winner is one thing, but taking that series and evolving it into a thriving global entertainment franchise is a whole new level of expertise.
As consumer demand rapidly increases, the scope for brand expansion is widening. Companies are more than ever optioning shows based on their license-ability – a show’s success is now dependent on its potential market value beyond the small screen. And with fruitful brands such as The Biggest Loser, Australian Idol, MasterChef and Grand Designs Australia gaining mass audience appeal, Australian production companies are stepping up for their slice of the licensing pie.
Licensing has long been cemented in the world of children’s toys. FremantleMedia Enterprises Chief Executive Officer Jon Penn said: “Toys are at the centre of the universe for licensing. You don’t realise how much of that toy aisle is stocked with licensed product. It’s Bob the Builder, Spiderman, Star Wars.” However, in the last decade licensing within the reality and lifestyle television realm has grown exponentially to reach the adult market.
