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| Objective Media Group | |
|---|---|
| Name | Objective Media Group |
| Type | Subsidiary |
| Industry | Television production |
| Founded | 1991 |
| Founder | Anthony McPartlin; Declan Donnelly; Paul Young |
| Headquarters | London, England |
| Area served | United Kingdom; international |
| Products | Television programmes |
| Parent | All3Media |
Objective Media Group is a British television production company known for creating entertainment, factual, and scripted programming across broadcast and streaming platforms. The company operates within the British and international television industries, producing formats and series that have been commissioned by broadcasters and platforms across the United Kingdom, the United States, Australia, and Europe. It is part of a broader media landscape including independent production companies, major studios, and distribution groups.
The company traces origins to independent production activity in London during the early 1990s, a period that also saw the rise of peers such as Endemol and Fremantle. In subsequent decades the business expanded alongside shifts in commissioning by BBC One, Channel 4, ITV, and later streaming platforms like Netflix (service), Amazon Prime Video, and Hulu (streaming service). During the 2000s and 2010s Objective developed relationships with talent represented by agencies such as William Morris Endeavor and Creative Artists Agency, and competed in format markets alongside companies such as Warner Bros. Television and Sony Pictures Television. In the 2010s consolidation in the sector accelerated, with major media groups including Banijay and All3Media acquiring independent producers.
The company operates as a subsidiary within a larger international group following acquisition activity in the 2010s. Its ownership situates it among peers acquired by conglomerates such as Discovery, Inc. and Vivendi-linked entities. Management has traditionally reported to executive boards aligned with parent companies that hold portfolios including labels like Merman (production company) and CPL Productions. Senior creative executives have often moved between companies in the independent production sector and broadcasters' commissioning teams at BBC Studios and ITV Studios.
Objective has developed specialist labels and branded divisions to produce diverse genres including entertainment, factual entertainment, comedy, and scripted drama. These labels function similarly to subdivisions at companies such as Hat Trick Productions and Shine Group, allowing project-level autonomy while leveraging centralized resources for finance, legal, and international sales aligned with distributors like ITV Studios Global Entertainment and All3Media International. Its slate has included partnerships with production entities linked to personalities associated with Graham Norton, Ant McPartlin, and Declan Donnelly as well as collaborations with talent represented by groups like United Talent Agency.
The company has been credited with producing a range of programmes across genres for broadcasters including BBC Two, Channel 4, Channel 5, and Sky Atlantic. Its catalogue includes entertainment formats, observational documentaries, and scripted projects akin to those from producers such as Tiger Aspect Productions and Mammoth Screen. Specific commissions have aired alongside schedules featuring series like Top Gear, The Great British Bake Off, and documentaries of the type often associated with David Attenborough-narrated natural history strands. Objective’s formats have been licensed and adapted internationally in territories including the United States, Australia, and across Europe.
International distribution of formats and finished programmes has been a core activity, engaging with global broadcasters and streamers including NBC, ABC (American TV network), Seven Network, and pan-European channels such as TF1 Group and ProSiebenSat.1 Media. Sales teams have negotiated format rights, remakes, and licensing deals similar to those handled by Banijay Rights and Red Arrow Studios International. Co-productions and format sales have extended the company’s presence into markets served by distributors like Endemol Shine International and regional studios in Canada and Germany.
Productions from the company have attracted industry recognition, competing for honours granted by institutions such as the British Academy of Film and Television Arts, the Royal Television Society, and international festivals including Monte-Carlo Television Festival. Nominations and awards placed its output alongside celebrated work from companies such as Channel 4 Television Corporation commissions and projects recognised at the Emmy Awards and BAFTA TV Awards.
As with many independent producers operating at scale, the company has navigated issues around production standards, talent relations, and compliance with broadcast regulator Ofcom codes. Industry-wide debates—also involving organisations such as Equity (trade union) and BECTU—have addressed working conditions, diversity objectives endorsed by initiatives like Creative Diversity Network, and sustainability practices advocated by bodies such as Albert (sustainability) for on-set environmental policy. Any controversies or complaints have been processed through broadcaster complaints mechanisms and trade bodies including PACT.
Category:Television production companies of the United Kingdom Category:British companies established in 1991