Gullane goes for the World Record

Gullane Entertainment is looking to leverage its recent acquisition of Guinness World Records by developing new programming to target the young male demographic.

{The pinnacle of our expansion activities this past year was the acquisition of Guinness World Records, which will help us in expanding the reach of our programming to a new and we believe under-served demographic: young males,{ said David Snyder, svp, entertainment at Gullane.

Gullane plans to expand on the success of Guinness World Records Primetime, currently in its third season on Fox in the US with new male-skewed series, culled from the Guinness assets, although specifics on the projects in development have not yet been announced.

Gullane is also focused on building its publishing arm. As such, the publishing entity of Guinness World Records has been fused with Gullane's earlier acquisition of British-based David & Charles Children's Books. The new division has been renamed Gullane Publishing.