UK superindie Argonon has appointed former 19 Entertainment executive Martin Lowde as MD of a new online hub tied to its Cash in the Attic TV brand.
Lowde will oversee development of CashInTheAttic.com, an online community where antiques enthusiasts will be able to connect with like-minded people, get their collectables valued and trade them.
“What we’re doing is carrying the TV brand into the digital space, and that means allowing people to engage with the programme in a different way,” Lowde told C21.
The site will bring in different revenue streams, including traditional advertising and sponsorship, as well as a cut from transactions made through the site.
The project will be Lowde’s sole focus, though he said that Argonon has a “great range of programme brands that lend themselves well to the digital space, and its something we’re looking at for the future.”
Lowde will report to Argonon CEO James Burstall and work with chief financial officer Stuart Mullin and head of Argonon Connect Debby Lee, who developed the initial concept for the Cash in The Attic extension.
At 19 Entertainment, Lowde was director of digital, overseeing global digital properties such as American Idol and Popworld. He left the firm in 2009 to head marketing firm Brands With Influence, which will continue to be run by its other directors.
Argonon is made up of indies Leopard Films and Remedy Productions, which together have a catalogue that also includes An Englishman in New York, children’s TV show Trade Your Way to the USA and music entertainment shows such as Freshly Squeezed.
Cash in The Attic has to date been sold into 167 countries, though the original broadcaster, BBC1 in the UK, cancelled the show a year ago after nearly a decade.