Objective Media
Objective Media Group is a UK and US multi-label television production company, owned by All3Media, producing entertainment, factual, reality, and scripted programming for BBC, Channel 4, ITV, Netflix, and US networks, with international format licensing through All3Media International.
- Company typePrivate
- Founded1991
- HeadquartersLondon, United Kingdom
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Objective Media does
Objective Media Group (OMG) is a UK-headquartered, multi-label television production company that develops and produces programming across entertainment, factual entertainment, reality, factual, and scripted genres. The group operates through specialized labels including Objective Entertainment, Objective Fiction, Coming Up Roses, Purple, OMG North, and OMG Scotland, with US operations run through OMG America. Its catalogue includes high-profile properties such as Peep Show, Toast of London, The Cube, Lingo, Celebs Go Dating, The Only Way is Essex, and Feel Good, the majority of which were created for major UK public-service broadcasters. The company's productions are commissioned by BBC, Channel 4, ITV, Netflix, Prime Video, and US networks including CBS, Food Network, and TBS/TNT/truTV.
OMG is a wholly-owned subsidiary of All3Media, a 26-company independent television production and distribution group jointly owned by Discovery Communications and Liberty Global. Revenue is generated through three primary streams: production commissions from broadcasters, recurring international format licensing (most notably Lingo, which has sold into 17+ territories and produced 500+ episodes globally), and worldwide programme distribution handled through All3Media International. The company has no public consumer-facing pricing; revenue terms are negotiated bilaterally as B2B production fees. Forward strategy is visible in continued multi-series renewals of core franchises (Lingo, Picture Slam, Celebs Go Dating) and the first deployment of generative AI in the upcoming Philippa Gregory's Six Queens historical documentary for Channel 5.
Objective Media firmographics
Firmographics- Name
- Objective Media
- Legal name
- Objective Media Group Limited
- Website
- https://objectivemedia.group
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Objective Media Group is a UK and US multi-label television production company, owned by All3Media, producing entertainment, factual, reality, and scripted programming for BBC, Channel 4, ITV, Netflix, and US networks, with international format licensing through All3Media International.
- Ownership category
- akta.pro rank
Objective Media industry classification
Industry- Product category
- Television Production Services
- NAICS
- Motion Picture and Video Production (512110), Broadcasting and Content Providers (516), Motion Picture and Video Industries (5121)
- SIC
- Services-Motion Picture & Video Tape Production (7812), Services-Motion Picture & Video Tape Distribution (7822)
- akta.pro primary industry
- Business, Politics & Current Affairs Documentaries (MPADADAJ)
- akta.pro secondary industry
- International Thematic/Genre Broadcasters (Entertainment/Lifestyle/Documentary/Music) (MPABAEAL)
Keywords
Where Objective Media is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
Objective Media business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Production commissions: Produces commissioned television programming for broadcasters, earning production fees for creating entertainment, factual, reality, and scripted content.
- Format licensing: Licenses original format rights internationally to broadcasters in multiple territories, generating recurring licensing revenue from format adaptations.
- International distribution: All3Media International distributes programming globally, with the Lingo format sold in over 17 territories including US, Italy, Spain, Netherlands, and France.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Objective Media product offering
Product offeringCore offering
Objective Media Group produces commissioned television programming for major broadcasters and streaming platforms across comedy, comedy-drama, entertainment, factual entertainment, reality, and scripted genres. It operates multiple production labels under the All3Media group umbrella and also licenses original programme formats internationally. Productions are delivered as completed broadcast content under commission agreements with broadcasters including BBC, Channel 4, ITV, Netflix, and Amazon Prime Video.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Lingo achieved best launch for a game show in the 3pm slot since 2002
- +4 more outcomes
Companies that use Objective Media
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Objective Media technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Objective Media partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- All3MediacoreObjective Media Group is part of All3Media, a leading independent television production and distribution company. All3Media comprises 26 production and distribution companies across UK, Europe, Asia Pacific and USA. OMG operates as a subsidiary within the All3Media group.
- All3Media InternationalcoreAll3Media International handles international distribution of Objective Media Group productions and format rights. The Lingo format has been sold in over 17 territories through this distribution partnership.
- IFC (International Fan Club)minorIFC partnered with Objective Fiction and Channel 4 for international co-production of Year of the Rabbit comedy series.
- wiipminorWiip produced Toast of Tinseltown in association with Objective Fiction for BBC One and BBC iPlayer.
- RuCo, Inc. (RuPaul's production company)minorRuPaul Andre Charles serves as executive producer for Lingo US through RuCo, Inc. alongside Objective Media Group.
- 59th & Prairie Entertainment (Dwyane Wade's company)minorDwyane Wade's production company 59th & Prairie Entertainment served as executive producer for The Cube US adaptation.
- WPP Media Motion EntertainmentminorWPP Media Motion Entertainment co-produced Philippa Gregory's Six Queens with Coming Up Roses.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Objective Media competitors and assessment
Company assessmentBroad incumbents
- Fremantle: Global production and distribution arm of RTL Group, producing drama, entertainment, and factual programming for broadcasters and streamers worldwide. Comparable to OMG as a much larger, globally diversified production group with similar format and distribution capabilities.
- Banijay: Global independent production and distribution group with operations across multiple continents and 100+ production labels. Comparable to OMG at a larger scale, operating similar format development and international licensing across a much broader portfolio.
Direct peers
- Tiger Aspect Productions: Sister All3Media label producing comedy, drama, and entertainment for UK broadcasters and global streamers. Closely comparable as an All3Media peer producing for the same commissioning base.
- Hat Trick Productions: Independent UK production company producing comedy, entertainment, factual, and scripted programming for BBC, Channel 4, and ITV. Highly comparable to OMG as a similarly-sized multi-genre UK indie with a strong PSB orientation and exportable formats.
- Baby Cow Productions: Independent UK comedy production company founded by Steve Coogan and Henry Normal. Comparable to Objective Fiction as a comedy-focused indie producing for BBC and Channel 4.
- Studio Lambert: All3Media-owned production company producing entertainment, factual, and reality formats (Gogglebox, The Circle, Squid Game: The Challenge). Directly comparable as a sibling production label with strong format development and international distribution.
- Two Brothers Pictures: All3Media-owned UK drama production company behind Fleabag, The Missing, and Baptiste. Comparable as a sibling All3Media production label with strong scripted credentials for streamers and UK broadcasters.
- Big Talk Productions: Independent UK production company producing comedy and drama (Shaun of the Dead, Spaced, Black Books). Comparable to OMG's Objective Fiction label in comedy/scripted commissioning for BBC and Channel 4.
- Lime Pictures: All3Media-owned UK production company producing long-running entertainment and reality formats (Hollyoaks, Geordie Shore). Comparable as a sibling label with similar mass-market entertainment positioning and broadcaster relationships.
- Neal Street Productions: All3Media-owned drama production company (Call the Midwife, Penny Dreadful, SAS: Rogue Heroes). Comparable as a sibling production label with premium scripted output for BBC and streamers.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Objective Media social profiles
Digital presenceObjective Media financial estimates
Financial estimateRevenue estimate
Valuation estimate
Objective Media leadership team
Management profileNumber of profiles
Profiles9 records
Objective Media subsidiaries and ownership
Company hierarchySubsidiaries8 records
Objective Media funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Objective Media M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Objective Media
What does Objective Media do?
Objective Media Group produces commissioned television programming for major broadcasters and streaming platforms across comedy, comedy-drama, entertainment, factual entertainment, reality, and scripted genres. It operates multiple production labels under the All3Media group umbrella and also licenses original programme formats internationally. Productions are delivered as completed broadcast content under commission agreements with broadcasters including BBC, Channel 4, ITV, Netflix, and Amazon Prime Video.
Is Objective Media a public or private company?
Objective Media is a private company. It is classified as corporate owned and is currently operating.
When was Objective Media founded?
Objective Media was founded in 1991. It employs 251 to 500 people.
Where is Objective Media based?
Objective Media is headquartered in London, United Kingdom, in the Europe region.
How does Objective Media make money?
Three revenue lines are on record. Production commissions are the primary driver. The others are format licensing and international distribution.
Who are Objective Media's main competitors?
Broad incumbents on record are Fremantle and Banijay. Direct peers are Tiger Aspect Productions, Hat Trick Productions, Baby Cow Productions, Studio Lambert, Two Brothers Pictures, Big Talk Productions, Lime Pictures and Neal Street Productions.
Does Objective Media have an API?
No public API is recorded for Objective Media.
What industry is Objective Media in?
Objective Media's product category is Television Production Services. Its primary akta.pro industry code is MPADADAJ, Business, Politics & Current Affairs Documentaries, with a secondary code of MPABAEAL, International Thematic/Genre Broadcasters (Entertainment/Lifestyle/Documentary/Music). Its NAICS code is 512110 and its SIC code is 7812.