Objective Media Group Limited (OMG), previously known as Objective Productions Limited, is a media production company that is a subsidiary of Banijay UK, in turn to be a division of Banijay Entertainment, and consists of several individual production labels that create scripted dramas, comedies, reality, and factual entertainment programmes for UK and international broadcasters. It develops and produces entertainment, reality, factual, and scripted programming including The Cube, Lingo, The Gold, Feel Good, Peep Show, Fresh Meat, and Toast of London. The company has offices in London, Manchester, Glasgow, Scotland and Los Angeles, California.
Objective has won a number of awards including BAFTA, RTS Awards, British Comedy Awards, Rose d'Or, Monte Carlo Golden Nymphs and the South Bank Show.
History Objective Media Group Limited was incorporated on 9 April 1992 as Objective Productions Limited by Andrew O'Connor.
On 15 August 2007, British independent powerhouse group All3Media acquired Objective Productions in order to expand its TV production and distribution.
On 24 September 2015, Objective announced that they would undergo a creative restructure.
On 17 December 2015, Objective announced that they had launched a factual entertainment label with Deborah Sargeant in which it was named Second Star Productions. However, on 22 April 2022, after the departure of Deborah Sargeant, the founder of Second Star Productions, Objective Media Group folded its factual entertainment label Second Star Productions into All3Media's fellow production subsidiary Betty TV.
On 6 January 2016 following the establishment of Objective Productions' factual entertainment label Second Star Productions a month prior in December 2015, Objective Productions launched a second production label which its an entertainment subsidiary entitled Panda Television with Objective Productions appinted former Wall to Wall Media exeuctive Moira Ross to head Panda Television as the role of CCO. Two weeks later on the 22nd of that month, Objective Productions partnered with former head of Objective's comedy production state & former BBC in-house comedy executive Ben Farrell (who had returned to Objective after leaving to join the BBC back in 2014) to launch a new comedy production label that would handle all of Objective's comedy production state while Ben Farrell would head up Objective's new comedy label under the role of CCO, while Objective Productions' comedy team Charlie Lewis and Kelly McGolpin had become core producers of the newly launch production label and Joe McVey became Development Executive of Objective Fiction; the new comedy label would soon be named Objective Fiction.
On 20 May 2019, Objective Media Group had established its then-unnamed creative production label based in Manchester with former BBC executives Pam Cavannagh and Dympna Jackson would head up Objective's new unnamed creative production outfit as co-presidents; the name for Obejctive's new Manchester-based creative production label would later be named Purple Productions.
In June 2020, Objective Media Group teamed up with Neil Forsyth to form a new production label under Objective's comedy production division Objective Fiction called Tannadice Pictures that would produce all of Neil Forsyth's upcoming programming state.
In August 2022, Objective Media Group's parent All3Media had merged its production subsidiairy Maverick Television UK into Objective Media Group's Glasgow-based Scottish production division Objective Media Group Scotland as the latter's parent Objective had formed a new production label based in OMG Scotland's Glasgow office named 141 Productions alongside a London office with Toby Stevens, head of OMG's Scottish division OMG Scotland, and Maverick Television UK’s Creative Director Hannah Brownhill would run the new production label
On 18 January 2023, Objective and its parent company All3Media announced that they had sold producer Main Event Media, which was founded by Jimmy Fox in 2017, to Religion of Sports in an exclusive production deal with the latter now being a production arm under the former.
In May 2024, Objective Media Group consolidated two of its unscripted production labels which were London-based gameshow & unscripted entertainment label Triple Brew Media and factual & lifestyle programming label Betty TV (also based in London, which Obejctive Media Group's parent All3Media acquired it from Discovery (now Warner Bros. Discovery) in 2017) as Objective Media Group had the two production labels merged alongside their production states into a new then-untitled unscripted entertainment production label. One month later on 26 June of that year following the merger Objective Media Group's two production labels Betty TV and Triple Brew Media into forming one then-untitled unscripted entertainment label, Objective Media Group had named the new unscripted entertainment production label Objective Entertainment with its parent appointed Neale Simpson to head the parent's new unscripted entertainment outfit Objective Entertainment under the role of managing director whilst Betty TV joint creative director Helen Cooke joining the new label Objective Entertainment as creative director.
Four months later in September of that year following Objective naming its new unscripted label as Objective Entertainment back in May, Objective Media Group's new unscripted production studio Objective Entertainment had taken over the unscripted production state such as The Only Way Is Essex and Celebs Go Dating from All3Media's fellow production subsidiary Lime Pictures (whom Objective had previously produced Fresh Meat with them) when Lime Pictures had shuttered its London production office as Rebecca Kenny-Smith who formerly headed Lime's London office joined Objective Entertainment to head the production takeover of the brands.
In July 2026 when Objective Media Group's parent All3Media had merged with French international production/distrobution group Banijay Entertainment in that same month, Objective Media Group had closed its Manchester-based factual and game show entertainment production label Purple Productions after seven years.
Companies
Part of Banijay UK, Objective Media Group is led by Layla Smith and is composed of the following companies:
Objective Entertainment (Powerhouse unscripted label set up in 2024, developing and producing the next generation of channel-defining formats in the UK and internationally.) Objective Fiction (scripted comedies and comedy-dramas) Tannadice Pictures (joint venture with Neil Forsyth) OMG America (Los Angeles, California, American division) OMG North (Manchester, England, run by Pam Cavannagh and Dympna Jackson) OMG Scotland (Glasgow, nations hub) Coming Up Roses (Launched in March 2023 Coming Up Roses is led by Oliver Wright, focusing on developing and producing high quality and strong rating factual series and documentaries.)
Filmography Title Years Network Notes The Alphabet Game 1996–1997 BBC One co-production with BBC North Meet the Challenge 1998 Extreme Magic, Extreme Danger 2000 ITV co-production with LWT Secrets of Magic 2003–2005 BBC Two Peep Show 2003–2015 Channel 4 19 Keys 2003 Channel 5 co-production with Crook Productions Bedsitcom Channel 4 Balls of Steel 2005–2008 Star Stories 2006–2008 The Real Hustle 2006–2012 BBC Three co-production with Crook Productions Trick or Treat 2007–2008 Channel 4 Dogface 2007 E4 The Peter Serafinowicz Show 2007–2008 BBC Two The Kevin Bishop Show 2008–2009 Channel 4 The Justin Lee Collins Show 2009 ITV2 Reggie Perrin 2009–2010 BBC One The Cube 2009–2021 ITV co-production with Triple Brew Media Derren Brown: The Events 2009 Channel 4 Robert's Web 2010 co-production with That Mitchell & Web Co. Pete versus Life 2010–2011 John Bishop's Britain BBC One co-production with 3 Amigos Tool Academy 2011-2012 E4 Fresh Meat Channel 4 2011–2016 co-production with Lime Pictures Mr & Mrs Hotty Hot Show 2011 E4 The Mad Bad Ad Show 2012 Channel 4 Operation Ouch! 2012–present CBBC as Objective Media Group Scotlandcontinued from Maverick Television Face the Clock 2013 Channel 4 as Objective Productions Scotland Big Bad World Comedy Central Relfex 2014 BBC One Bad Robots 2014–2015 E4 Killer Magic 2015 BBC Three as Objective Productions Scotland Beat the Brain BBC Two co-production with Over the Top Productions King of the Nerds Sky One co-production with Electus Make Me a Millionaire Inventor 2015–2016 CNBC as Objective Productions USAco-production with All3Media America Thief Trackers 2015–2017 BBC One co-production with Crook Productions Tricks of the Restaurant Trade 2016–2019 Channel 4 as Objective Media Group Scotlandco-production with Betty Culinary Genius 2017 ITV co-production with Studio Ramsay Last Commanders 2018–2019 CBBC Flirty Dancing US 2019–2020 Fox as Objective Media Group Americaco-production with All3Media America and Second Star Productions Saving Our Nurses 2020 BBC One as Objective Media Group North; co-production with Betty 12 Dates of Christmas 2020–2021 HBO Max as Objective Media Group Americaco-production with All3Media America Lingo 2021–present ITV1 as Objective Media Group Northco-production with Objective Entertainment The Answer Trap 2021 Channel 4 as Objective Media Group Scotlandco-production with Triple Brew Media and Motion Content Group The Cube USA 2021 TBS as Objective Media Group Americaco-production with All3Media America and 59th & Prairie Entertainment The Larkins ITV1 2021–2022 as Objective Media Group Scotlandco-production with Objective Fiction and Genial Productions Gordon Ramsay's Future Food Stars 2022–2023 co-production with Studio Ramsay Global The Great American Recipe 2022–present PBS as Objective Media Group Americaco-production with VPM Media Corporation Alan Carr's Picture Slam 2023–present BBC One as Objective Media Group Scotlandco-production with Objective Entertainment
Objective Fiction Objective Fiction is a specialized television production label under the Objective Media Group that focuses on creating original scripted comedy and drama content for UK and international broadcasters. Headed by Ben Farrell, the label operates in both the UK and North America.
It was formed on 22 February 2016, when Objective Media Group partnered with former head of Objecitve's comedy production state & former BBC in-house comedy executive Ben Farrell, who had returned to Objective after leaving to join the BBC back in 2014, to launch a new comedy production label, which was named Objective Fiction a month later in March, that would handle all of Objective's comedy production state while Ben Farrell would head up Objective's new comedy label under the role of CCO while Objective Productions' comedy team Charlie Lewis and Kelly McGolpin had become core producers of the newly launch production label and Joe McVey became Development Executive of Objective Fiction.
In June 2021, Objective Fiction signed a first look partnership with Mae Martin to produce & develop scripted programming with Objective Fiction would produce them with Mae Martin.
Productions Title Years Network Notes Toast of London 2013–2022 Channel 4/BBC Two GameFace 2014–2019 Channel 4/E4 Took over production from Objective Productions The Larkins 2021–2022 ITV1 co-production with Objective Media Group Scotland and Genial Productions Wayward 2025 Netflix co-production with Sphere Media
Current productions Britain Today Tonight GameFace Is OJ Innocent? The Missing Evidence It Was Alright in the 70s Now You See It Stupid Man, Smart Phone United Shades of America Witless
Past productions 30 Greatest Political Comedies 50 Funniest Moments Bad Robots Balls of Steel Balls of Steel: The Stars Of The Future Bedsitcom Big Bad World The Bulls**t Detective Celebrity Bedlam David Walliams: Awfully Good Death Wish Live Derren Brown: Behind The Mischief Derren Brown: Enigma Derren Brown: The Events