RDF launches US division with top agent at the helm

by Sam Matthews Brand Republic 21-Feb-06, 11:00

LONDON - RDF Media, the production company behind 'Wife Swap', is launching an LA-based management company and has hired one of the top US agents, Chris Coelen, to run the division in a dual role that sees him head up RDF USA.

Coelen has been charged with overseeing the new RDF-backed management company Pangea, which aims to exploit European producers' rights in the US, as well as being made chief executive of RDF USA.

He has been hired from United Talent Agency, the Hollywood agency that helped bring two of RDF's formats, 'Wife Swap' and 'Supernanny', to the US.

Coelen said he wants Pangea to become synonymous with the best of British and European ideas.

He said: "By being an independent management company we'll be free to do deals in the US with wherever the talent lies. We'll have a close relationship with most of RDF Rights clients and we'll work with leading advertisers to create new integrated marketing opportunities that harness the powerful formats and talent we produce."

In addition to his responsibilities at Pangea, Coelen will be responsible for all RDF's production in the US including the hugely successful 'Wife Swap' on the ABC network, 'Gene Simmons' Rock School' on VH1, and the upcoming 'Survival of the Richest' for Warner Brothers.

David Frank, RDF Media chief executive, said: "This is a hugely exciting appointment. We have big ambitions for our US operation and we're delighted that someone of Chris' considerable experience and standing within the industry has agreed to spearhead our growth."

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