FremantleMedia’s UK arm has created a digital division named Shotglass Media.
The unit will focus on creating digital experiences for fans and brands, and oversee digital and social media activity around shows such as Britain’s Got Talent, X Factor and Take Me Out.
It will work alongside digital companies operated by FremantleMedia and its parent, RTL. These include Divimore, StyleHaul and BroadbandTV.
Hebden, who joined FMUK from Syco Entertainment last year, will report to interim FMUK CEO Richard Holloway. She was previously head of interactive at FremantleMedia UK Interactive, which Shotglass replaces.
Shotglass’s original content slate already includes Munchies, a multichannel food brand with Vice Media and football fan channel Full Time Devils. Gaming, travel, music, entertainment and automotive content will follow.
“The media landscape is changing so rapidly and while we’ve already been at the forefront of these changes, we’re now making even more investment in digital media to increase our activity,” said Holloway. “Kat is an unstoppable force and in her hands, Shotglass will become the benchmark for digital content companies.”
Hebden’s team will include Audrey Lang, head of business development; James Cooper, executive producer of original programming; and Neil Smythe, head of sport.
“Not only do we have a strong team here in the UK, but FremantleMedia as a group has an impressive digital presence and we’ll continue the heritage of producing locally whilst using our global network to share best practices, relationships and where appropriate, cross-border content for fans and brands,” said Hebden.