All3Media has made its first new media acquisition, snapping up multiplatform producer Illumina Digital.

All3Media chief executive Steve Morrison said the deal would help “future-proof the group” and that Illumina's digital content specialism was strategically important.

Several of All3Media's production businesses have already set up their own digital arms, including Conker Media at Lime Pictures, but the addition of Illumina will see the group ramping up its digital output.

Currently, around 5% of All3Media's Ebitda comes from digital initiatives, but Morrison is forecasting this will grow by about 40% over the next two to three years. “Digital content and digital exploitation of our content will become a larger part of our business,” he said.

“Broadcasters are starting to realise they have to capture this audience,” said Illumina Digital managing director Andrew Chitty. “All of them are moving in this direction and increasing their budgets.”

Illumina's turnover was£4.3m for the year ended June 2008 and the 10-year-old company boasts a wide range of clients in both the private and public sector, including the BBC, Channel 4, the National Theatre and the BFI.

The company hopes to continue working with other indies as well as its new All3Media stablemates. It recently designed and built the website for Wall to Wall's Who Do You Think You Are? and launched a joint-venture with Touch Productions earlier this year.

All3Media has also invested in brand agency Kameleon, set up by former Mindshare executives Richard Armstrong, Anthony Edwards and Mark Webster to build partnerships between advertisers and content producers.

“The role of the advertiser in direct funding will become more important, both in broadcast television and new media,” Morrison said.