Media investment firm GroupM has launched a global content investment and rights management firm that will look to fund, develop, produce and distribute premium entertainment content.
Motion Content Group will invest and partner with leading talent, producers and distributors in order to meet burgeoning demands for new economic models for premium content across the entertainment and media marketplace. While specifics were not named, a spokesperson for GroupM noted investments would be made in high-quality video content for both TV and digital.
GroupM said in a statement that Motion’s global reach, investments and partnerships will help support the editorial ambitions and commercial requirements of producers, networks and platforms, to help drive safe, high-quality environments for advertisers.
The newly minted company will also use GroupM and parent company WPP’s “worldwide network of relationships and content expertise for scale and competitive advantage.”
“With new content companies such as Netflix and Amazon growing rapidly, the competition for premium content is heating up across the globe,” said WPP CEO Martin Sorrell, in a statement. “WPP is investing in Motion Content Group to strengthen our content creation and distribution capabilities to help meet evolving viewer needs, and to help advertisers continue to reach consumers in high quality content environments.”
Motion will also look to support WPP’s strategic investments in content, which has previously reinforced such media companies as Imagine Entertainment (Mars), The Weinstein Company (Time: The Kalief Browder Story), Media Rights Capital, MediaPro and Russell Simmons’ digital venture All Def Digital.
Heading the Los Angeles and London-headquartered firm as CEO will be current GroupM Entertainment head Richard Foster (pictured).
GroupM Entertainment will further lend its team and resources to Motion, as well as the full slate of programs it has partnered to develop and produce. Motion, however, will invest its own funds into content deals and partnerships to maintain a “separate but complimentary” offering to the branded content work from GroupM’s umbrella agencies.
Factual and unscripted content previously produced by GroupM Entertainment includes Channel 5′s countdown show Ultimate Celebrity Power Couples ’16, in association with STV Productions; Channel 4′s Spies (4 x 30 minutes), in association with Minnow Films; and Spike TV’s Lip Sync Battle in Thailand. British doc series Mutiny, The Definitive History of Hip Hop, New Lives in the Wild and Man Birth are also part of GroupM’s portfolio.