Ex-Endemol Executives Set Up Social Entertainment Company & Launch New Game Format

written by: Richard Kastelein

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Published on Wednesday, 13 April 2011 19:15

Andrew Robertson and Pasa Mustafa today announce the launch of East London Productions. With over 12 years producing prime time TV and award winning digital content, the company will focus on producing TV multi platform content, as well as Digital and Social Entertainment in video, games and apps.

Co-Founder Andrew Robertson said:

"By creating the digital strategy and Play-along game for The Million Pound Drop we proved that you can successfully engage the audience online and enhance the overall TV experience. It has captivated audiences with over 1.2 million viewers playing along during the second series".

Big Brother – The pair also reinvented Big Brother's online output and successfully increased the online visitors by a huge 70 per cent, taking the Facebook fan page from 50,000 to over 500,000.

Whilst working at Endemol their credits included:.

• Creating the MILLION POUND DROP online play along game and digital strategy.
• Transforming BIG BROTHER online.
• The entirely brand funded and world's first global reality show THE GAP YEAR.
• Emmy nominated KIRILL staring David Schofield.
• The world's first social music show BEAT.
• The Million Pound Drop – 'is a Masterpiece of Innovation' quoted Broadcast Magazine.

Whilst running Digital Studios for Endemol they successfully picked up a number of awards and nominations including an Emmy nomination, Bafta nomination and a webby award together with several marketing and format awards.

The launch of the company comes with the announcement of another groundbreaking format '6 for the Win' (6FTW). 6FTW is a unique and highly innovative social quiz game played across Facebook and mobile.

Known as 'The Game you can't keep to yourself' it has an inherently viral twist, as players can only win by engaging with their social network. As well as winning badges, points and real prizes online players will have a chance of going on to win $1million in the live TV game show of the same name.

"We are very excited by this innovative new format, and have received a huge amount of interest from brands and broadcasters. It will be the first time somebody has truly integrated the powerful engagement of social games through to TV" co-founder Pasa Mustafa says.

For more information on East London Productions please contact This email address is being protected from spambots. You need JavaScript enabled to view it. or follow us on twitter @eastlondonp and find us on Facebook by searching "East London Productions".