Objective Media Group

Objective Media Group Limited, commonly known as Objective Media Group or OMG, is a British television production company and multi-label production group. It was incorporated in 1992 as Objective Productions by producer and performer Andrew O'Connor. The company initially built its reputation in comedy and entertainment programming, later expanding into scripted drama, reality television, factual entertainment, documentary programming and international production. The group is associated with a broad range of British and internationally distributed programmes, including the comedy series Peep Show, Fresh Meat, Feel Good and Toast of London, as well as entertainment and factual formats such as The Cube and Lingo. Its output spans returning formats, studio entertainment, comedy, scripted comedy-drama, lifestyle programming and documentary-led factual series. Objective's production model has increasingly relied on specialist labels, allowing different creative teams to develop programming for distinct genres and markets while remaining part of a larger production organization. In 2007, Objective Productions was acquired by All3Media, an independent production and distribution group. The transaction gave Objective access to a larger international commercial network while preserving its identity as a creative production business. Under All3Media, Objective developed and reorganized a number of labels, including Objective Fiction for scripted comedy and comedy-drama, Second Star Productions for factual entertainment, Panda Television for entertainment, and later regional operations in Manchester and Scotland. The group also formed partnerships and joint ventures with independent producers, including Tannadice Pictures with writer and producer Neil Forsyth. Objective's regional structure expanded beyond its London base. Its operations have included offices or production activity in Manchester, Glasgow and Los Angeles, supporting production across the United Kingdom and North America. The Scottish operation has functioned as a national production hub, while the Manchester operation has focused on factual and entertainment development. The group has also maintained relationships with prominent writers, performers, broadcasters and production partners, helping it move between specialist comedy, high-volume entertainment and authored factual work. The company's label structure changed repeatedly as production priorities evolved. In 2022, Second Star Productions was folded into All3Media subsidiary Betty TV following the departure of its founder Deborah Sargeant. In 2023, Objective launched Coming Up Roses, a factual production label led by Oliver Wright. In 2024, Betty TV and Triple Brew Media were consolidated into Objective Entertainment, an unscripted label led by Neale Simpson, with Helen Cooke as creative director. The reorganization brought entertainment and factual production resources together and transferred some unscripted brands and production responsibilities from other All3Media operations. Objective became part of Banijay UK after the combination of All3Media and Banijay Entertainment. The group is described as comprising Objective Entertainment, Objective Fiction, Tannadice Pictures, OMG America, OMG North, OMG Scotland and Coming Up Roses, although its label portfolio may change as the parent group reorganizes operations. Objective's continuing role is that of a creative production group rather than a consumer-facing product brand: its principal offerings are television concepts, finished programmes, returning formats and production services for broadcasters and streaming platforms. It has received recognition from organizations including BAFTA, the Royal Television Society, the British Comedy Awards, Rose d'Or, the Monte-Carlo Television Festival and the South Bank Show.

Objective Media Group was incorporated in the United Kingdom on 9 April 1992 as Objective Productions Limited. It was founded by Andrew O'Connor and developed initially as an independent producer of comedy and entertainment programming. Over time, the company expanded from individual comedy commissions into a broader television production business covering scripted, factual, reality and entertainment genres. A major corporate turning point came on 15 August 2007, when All3Media acquired Objective Productions. The acquisition placed Objective within a larger production and distribution network while allowing it to continue operating as a recognizable creative company. The All3Media relationship supported the development of programmes for British broadcasters and provided routes for international exploitation of formats and finished series. Objective announced a creative restructuring in September 2015. In December of that year it launched Second Star Productions with Deborah Sargeant as a factual entertainment label. In January 2016, it created Panda Television as an entertainment subsidiary, appointing Moira Ross to lead it. Objective also partnered with Ben Farrell, a former Objective comedy executive and BBC comedy executive, to establish a dedicated comedy label. That unit was subsequently named Objective Fiction and became responsible for scripted comedy and comedy-drama development. Its later work included a first-look arrangement with Mae Martin for scripted projects. The group continued to broaden its regional and partnership structure. In 2019 it established a Manchester-based creative production operation led by Pam Cavannagh and Dympna Jackson, later named Purple Productions. In 2020, Objective Fiction partnered with Neil Forsyth to form Tannadice Pictures, giving Forsyth a dedicated vehicle for developing and producing new programmes. Objective also operated OMG Scotland from Glasgow and OMG America from Los Angeles, reflecting its ambition to work across UK nations and North American markets. The portfolio was subsequently rationalized. In 2022, after Deborah Sargeant left, Second Star Productions was folded into Betty TV. During the same period, All3Media merged Maverick Television UK into Objective's Scottish operation, after which Objective established 141 Productions with activity in Glasgow and London. In 2023, Objective launched Coming Up Roses, a factual label led by Oliver Wright, and Objective and All3Media sold Main Event Media to Religion of Sports. In 2024, Objective consolidated Betty TV and Triple Brew Media into a new unscripted label named Objective Entertainment. Neale Simpson became its managing director and Helen Cooke its creative director. After Lime Pictures closed its London production office, Objective Entertainment assumed production responsibilities connected with selected unscripted brands, including The Only Way Is Essex and Celebs Go Dating. These changes reinforced Objective's role as a multi-label producer able to combine entertainment, factual and reality operations. Objective is part of Banijay UK and, through that structure, Banijay Entertainment. Its best-known programmes include The Cube, Lingo, The Gold, Feel Good, Peep Show, Fresh Meat and Toast of London. The company has received awards and nominations associated with BAFTA, the Royal Television Society, the British Comedy Awards, Rose d'Or, the Monte-Carlo Television Festival and the South Bank Show. Its current identity is that of a portfolio-based television studio focused on developing intellectual property, producing programmes for broadcasters and platforms, and working with established and emerging creative talent.

• 2024

  Objective Entertainment is created

  [1]Objective Media Groupen.wikipedia.org

  Betty TV and Triple Brew Media are consolidated into Objective Entertainment.

• 2023

  Coming Up Roses launches

  [1]Objective Media Groupen.wikipedia.org

  Objective launches a factual production label led by Oliver Wright.

• 2022

  Second Star is integrated into Betty TV

  [1]Objective Media Groupen.wikipedia.org

  Objective folds Second Star Productions into Betty TV after the departure of its founder.

• 2022

  141 Productions is launched

  [1]Objective Media Groupen.wikipedia.org

  Objective creates 141 Productions following the integration of Maverick Television UK into its Scottish operation.

• 2020

  Tannadice Pictures is formed

  [1]Objective Media Groupen.wikipedia.org

  Objective Fiction and Neil Forsyth establish a joint production label.

• 2019

  Manchester operation is created

  [1]Objective Media Groupen.wikipedia.org

  Objective establishes a Manchester-based creative operation, later known as Purple Productions.

• 2016

  Panda Television and Objective Fiction are established

  [1]Objective Media Groupen.wikipedia.org

  Objective creates dedicated entertainment and scripted comedy labels.

• 2015

  Creative restructuring announced

  [1]Objective Media Groupen.wikipedia.org

  Objective announces a restructuring of its creative operations.

• 2015

  Second Star Productions launches

  [1]Objective Media Groupen.wikipedia.org

  Objective launches a factual entertainment label with Deborah Sargeant.

• 2007

  Acquisition by All3Media

  [1]Objective Media Groupen.wikipedia.org

  All3Media acquires Objective Productions, adding the company to its independent production and distribution group.

• 1992

  Objective Productions is incorporated

  [1]Objective Media Groupen.wikipedia.org

  Objective Productions Limited is incorporated in the United Kingdom by Andrew O'Connor.

A creator-led, multi-label television production group combining British comedy and scripted programming with scalable entertainment, factual and reality production for domestic and international broadcasters.

• Scripted television · 2016

  Objective Fiction

  Objective Fiction is the group's scripted label, focused on original comedy, comedy-drama and related scripted programming for UK and international broadcasters. It was established in 2016 in partnership with Ben Farrell, who returned to Objective after working at the BBC. The label has been associated with Objective's continuing investment in writer-led comedy and scripted talent, including a first-look partnership with Mae Martin.

• Unscripted entertainment · 2024

  Objective Entertainment

  Objective Entertainment is the group's unscripted production label, created by combining Betty TV and Triple Brew Media. It develops and produces entertainment, factual and reality programming, including large-scale formats and returning series for UK and international markets. The label was led by Neale Simpson as managing director, with Helen Cooke as creative director, and took on selected production responsibilities after Lime Pictures closed its London office.

• Scripted and television production · 2020

  Tannadice Pictures

  Tannadice Pictures is a joint production label established by Objective Fiction and writer-producer Neil Forsyth. It provides a dedicated vehicle for developing and producing Forsyth's programming while benefiting from Objective's production infrastructure and broadcaster relationships.

• Factual television · 2023

  Coming Up Roses

  Coming Up Roses is a factual production label launched by Objective in 2023 and led by Oliver Wright. Its stated focus is the development and production of factual series and documentaries designed to combine strong editorial propositions with broad audience appeal.

• Regional television production

  OMG Scotland

  OMG Scotland is Objective's Glasgow-based Scottish production division. It functions as a national production hub and has supported the development of additional labels, including 141 Productions, following the integration of Maverick Television UK's Scottish activity.

• Regional television production · 2019

  OMG North

  OMG North is Objective's Manchester-based regional production operation. It developed from the creative label established in 2019 and has been associated with Pam Cavannagh and Dympna Jackson. The unit broadens Objective's access to northern English talent and production opportunities.

• Game show

  The Cube

  The Cube is a high-pressure television game show built around contestants attempting physical and mental challenges inside a transparent cube. It is one of Objective's most recognizable entertainment formats and has been produced for UK and international television markets.

• Game show

  Lingo

  Lingo is a word-based game show format in which contestants compete through rounds of word deduction and rapid answers. The programme represents Objective's focus on adaptable, repeatable entertainment formats suitable for multiple territories.

• Scripted comedy

  Peep Show

  Peep Show is a British scripted comedy associated with Objective's early and continuing reputation in television comedy. Its distinctive point-of-view structure and character-led writing made it one of the company's most culturally prominent scripted productions.

• Scripted comedy-drama

  Fresh Meat

  Fresh Meat is a British comedy-drama series set around university students. It formed part of Objective's work in ensemble scripted comedy and was produced in association with All3Media's wider production network.

• Scripted comedy-drama

  Feel Good

  Feel Good is a scripted comedy-drama created by and starring Mae Martin. It illustrates Objective Fiction's emphasis on authored comedy, distinctive creative voices and partnerships with talent who work across television and streaming markets.

• Scripted comedy

  Toast of London

  Toast of London is a scripted comedy centred on an eccentric, struggling actor. The series is part of Objective's portfolio of character-driven British comedy programming.

• 2024

  Consolidate unscripted operations into Objective EntertainmentStrategy

  Background

  Objective was seeking to combine related factual and entertainment production resources.

  Action taken

  Betty TV and Triple Brew Media were merged into Objective Entertainment, led by Neale Simpson and Helen Cooke.

  Aftermath

  The consolidation created a larger unscripted label and enabled it to assume selected production responsibilities from Lime Pictures' former London operation.

  Source

• 2022

  Integrate Second Star Productions into Betty TVStrategy

  Background

  The founder of Second Star Productions had departed, creating an opportunity to consolidate factual entertainment activity.

  Action taken

  Objective folded Second Star Productions into All3Media subsidiary Betty TV.

  Aftermath

  Factual entertainment production was concentrated within an existing All3Media label.

  Source

• 2022

  Create 141 Productions after the Maverick integrationM&A

  Background

  All3Media merged Maverick Television UK's production activity into Objective's Scottish operation.

  Action taken

  Objective formed 141 Productions with operations in Glasgow and London.

  Aftermath

  The move strengthened Objective's regional production structure and created a new label for creative development.

  Source

• 2016

  Create specialist production labelsStrategy

  Background

  Objective was reorganizing its business around distinct creative genres and leadership teams.

  Action taken

  The company launched Panda Television and Objective Fiction, separating entertainment and scripted comedy activity into dedicated labels.

  Aftermath

  The label-based structure became a recurring feature of Objective's operating model.

  Source

• 2007

  Join All3Media through acquisitionM&A

  Background

  Objective sought to expand its production and distribution capacity while remaining an independent creative business.

  Action taken

  All3Media acquired Objective Productions and incorporated it into its production group.

  Aftermath

  Objective continued producing television under the All3Media structure and gained access to a broader international network.

  Source

1. 1Objective Media Groupen.wikipedia.org