Fitzroy Media has earmarked next month's Mipcom marketplace for the debut of the newly established media property development company, as well as the worldwide launch of its flagship children's brand, BidZerk.
Specialising in children's entertainment created for a variety of new and emerging media platforms including mobile, internet and interactive broadcast television, Fitzroy will be selling format rights to BidZerk, a new game show concept aimed at nine to 14 year olds, at the marketplace.
The game apparently combines an online auction with the knowledge skills needed for normal quiz shows. It can be played across multiple media platforms including web portals and wireless networks, along with an interactive game board.
"We established Fitzroy Media to take advantage of kids' growing consumption of multimedia content, especially content offered outside of broadcast television, and to leverage other companies in that space who have proven success in distribution, licensing and production to complement our efforts," said CEO Hamp Hampton.
"BidZerk is uniquely designed to take advantage of this trend toward new platforms for entertainment and the emergence of these platforms as both complementary and alternative destinations to broadcast television, that will build global brands for children."