Fremantle’s Allen to lead TV push at Digital Animal

Allen, who worked at Fremantle for 17 years, has joined as managing director of Digital Animal’s media, music and entertainment division, with a remit to convince broadcasters and producers to adopt its FanDistribution service.

The service tracks the way content is shared by users across social media platforms, including Twitter and Facebook, and allows media companies to target opted in fans to boost exposure.

Allen said the self-service platform enables content owners to target key influencers.

“Some people have a lot more power than others to get the word out there about new shows,” he said. “You’re then able to reward or incentivise those people to continue to share the things they love with their network.”

He added that tickets to screenings and live events, or the opportunity to meet the stars of shows, could be offered to fans who help to generate views of an online trailer or new subscribers to a YouTube channel, for example.

Digital Animal was established in 2011 by music industry entrepreneur Martin Heath, who designed the platform to help promote bands, before it was adopted by brands including BT, Domino’s and Tesco.

Allen said the TV industry has evolved sufficiently to give him the confidence to leave the super-indie and bring his experience to the emerging platform.

“TV hasn’t yet cracked having a direct relationship with the audience,” he said. “Producers have a relationship with broadcasters, which have a relationship with advertisers. No one has a direct relationship with the viewers.”

Heath added: “Dan will bridge the gap between the brave new world of technology and the power of mass-distribution broadcast systems, creatives and the brands that support them.”