EXCLUSIVE: ITV made big bucks from Love Island brand extensions, and the man behind the merchanise millions has now launched his own company.
15.01.2024 - 10:16 / deadline.com
EXCLUSIVE: A pair of UK execs are unveiling a plan to bring TV commissioning and brands closer together, as they launch London-based content agency and production firm House of Oddities (HOO).
Sachini Imbuldeniya and Darren Smith have teamed to open HOO, which launches this morning.
Imbuldeniya has exited Argonon-owned branded content company Nemorin and will be CEO of the new venture, while her creative partner Smith is Chief Creative Officer. He joins from fintech firm APLYiD, but also previously worked at Nemorin.
Prior to Argonon, which counts The Masked Singer producer Bandicoot and Leopard Pictures among its ranks, the pair led News UK’s Bridge Studio and have worked with numerous networks, streamers and production companies.
They are joined at HOO by co-founders Juan Leon, a filmmaker who will be executive producer, and Juliette Otterburn-Hall, who is non-executive director.
The company is being billed as a “full-service content agency,” with a major focus on selling branded content ideas to channels and streamers “in a way that eases the budget constraints faced by most commissioners without compromising on show quality or editorial independence.”
Imbuldeniya told Deadline the founders were aware they are launching HOO at a tough time for TV in the UK, with Channel 4 set to make 200 staff redundant, many freelancers out of work and streamers appearing to pull back on original content spend.
She said TV ad money was shifting into premium content, and claimed HOO’s model would provide cost effective options and the ability to create “juicy bonus content that surrounds a show and drives bigger audiences.”
“I’ve worked with brands to help them break into long-form video content and TV programming, and it’s
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