RDF forms new commercial and digital division

by Arif Durrani, mediaweek.co.uk 06-Nov-09, 11:15

LONDON - RDF Media Group, an independent television production company, has launched a new commercial and digital division, RDF Contact, ahead of a concerted push into advertiser-funded programming.

RDF Contact will build from the group's former digital operation RDF Digital and service a range of brands and agencies, including Renault's digital television channel, Renault.tv.

RDF Digital's managing director Tim Breadin will be managing director of RDF Contact, while Cathy Rogers has been appointed creative director.

Breadin said the new, "broader division" is in response to a changing commercial landscape around digital and brand opportunities.

He added: "I believe the mechanics of AFP is set to change, where brands will have to get a better deal.

"The Government's turnaround on product placement is indicative of a move to loosen restrictions in the UK, with both the Government and Ofcom getting more realistic about the commercial side of the business."

As well as developing original multi-platform projects, RDF Contact will continue to run digital support projects for existing RDF programmes, such as BBC Three drama Being Human and CBeebies pre-school programme Waybuloo (pictured).