RDF, Omnicom team for branded programs

Production company to guide ad giant's TV push

RDF Media and top media agency Omnicom Media Group are partnering to create branded programming.

OMG's 5-year-old branded entertainment unit, Full Circle Entertainment, will become a venture between RDF Media USA and OMG. RDF will be the majority stakeholder in FCE and will run it as an independent company under its umbrella. FCE will continue to be headed by CEO Robert Riesenberg, a branded entertainment veteran, who will report to Chris Coelen, CEO of RDF Media USA.

Under the pact, RDF/FCE will become OMG's exclusive content-creation partner in all areas except for sports and minority programming.

FCE will continue to develop and produce content tailored to meet the needs of advertisers within or outside of OMG but now will take advantage of RDF's programming resources.

"For Full Circle Entertainment to continue to thrive, I've always felt that in addition to the fantastic OMG relationship, we needed to align ourselves with an established company, like RDF, that can provide us with expanded production and distribution capabilities in the world market," Riesenberg said.

Additionally, the venture will work to create product integration opportunities across RDF's slate of TV and digital programs, including Fox's "Secret Millionaire" and ABC's "Wife Swap," and to develop new TV production models.

Through RDF's international foothold, the venture also will look to expand branded entertainment worldwide.

"The huge thrust of the deal is about content creation," Coelen said. "With all of the things that are happening in the business -- the economy, the TiVo effect and declining viewership -- the role of the advertiser has never been more important."