John de Mol’s Talpa Network has acquired a minority interest in Netherlands-based virtual and augmented reality firm DFFRNT Media.
As part of the investment, de Mol financially builds on Talpa Network’s ‘media for equity’ initiative, which sees the business using its media assets in exchange for equity stakes and intellectual property.
Talpa Network serves as the company for which de Mol has consolidated his multimedia activities and sits outside of the Talpa production and distribution arm that was purchased in 2015 by British commercial broadcaster ITV. Included in the network are Talpa Events, Talpa TV (SBS6, Net5, Veronica and SBS9), and Talpa Digital, as well as various radio and digital operations.
Also buying into DFFRNT Media is marketing and e-commerce business TCC Global. The partnership will see the two organizations collaborating to transform traditional marketing models by combining digital IP development, media, retail and loyalty.
Both Talpa Network and TCC Global acquired unspecified minority stakes.
“We are moving towards a platform economy in which success is defined by the ability to engage people in a relevant and meaningful way,” said the founders of DFFRNT MEDIA in a statement. “We are proud to bring two such international powerhouses on board within 12 months after the start of our company.
“Such investments will give us the ability to play on a global level. We will be able to move into new markets, attract top talent, develop new digital IP and help clients with their digital transformation at the highest possible level.”
DFFRNT was launched in September 2016 by former Talpa Media chief commercial officer Winston Gerschtanowitz (pictured); ProSieben Sat.1 Media exec and 2waytraffic founder Taco Ketelaar; and creative serial entrepreneur Bas Verhart.
The Dutch company specializes in the creation and development of formats, virtual and augmented reality content and branded content for an array of platforms, including mobile. The firm focuses on the areas of entertainment, education, business solutions and healthy living.