Specialist agency hired as in-house consultancy.
Interactive games and content licensing agency AT New Media has been appointed as the in-house new media licensing consultancy for Granada Ventures.
As a result of this, AT - which is headed up by Simon Kay - is currently developing a number of opportunities for interactive games publishers and developers across Granada's stable of brands.
The portfolio includes the likes of Coronation Street, Emmerdale, I'm A Celebrity... Get Me Out of Here and Ant and Dec's Saturday Night Take Away, through to current quizzes Countdown and Catchphrase, and forthcoming shows such as The Colour of Money (due to air in the autumn).
Children's brands Bella Sara and Numberjacks, plus Thunderbirds and Carry On, are also part of the portfolio.
"This is a fantastic opportunity and it marks a key development in the evolution of the brands division of AT New Media," said Kay. "With a focus on delivering new media games deals across a plethora of platforms we look forward to strengthening the relationship over the coming months."
Mel Beer, head of licensing at Granada Ventures, added: "AT New Media are experts in their field and I'm delighted to have secured them as consultants to fully exploit the GV portfolio in the new media gaming arena."