TV executives Jamie D’Alton and Shane Byrne are collaborating to set up a new production company, Diffusion Media, aimed at attracting international productions to Ireland and to capitalise on the country’s growing reputation as a premier location for unscripted content.
The company aims to be primed to take advantage of proposed fiscal incentives by the Irish government targeting the unscripted sector and further enhancing Ireland’s appeal to international broadcasters and streamers.
A New Partnership in Production
After nearly twenty years as co-owner and joint managing director of Motive Television, Jamie D’Alton is leaving the company to jointly establish Diffusion Media with Byrne. D’Alton played a pivotal role in developing acclaimed projects including The Deepest Breath, acquired by Netflix following its Sundance 2023 debut, and Conor McGregor: Notorious, the highest-grossing Irish documentary of all time.
D’Alton has also executive produced and directed some of Irelands highest rated TV shows including DIY SOS: The Big Build Ireland and Special Forces: Ultimate Hell Week, as well as IFTA-winning films I Am Immigrant and Man on a Mission.
With a wealth of industry experience in the US, the UK, and Ireland, Shane Byrne has produced some of the biggest and most globally recognised television formats in the world including Big Brother, The X Factor, The Circle, Britain’s Got Talent, and Strictly Come Dancing.
Byrne is leaving his role as Head of Entertainment at Bigger Stage to set up Diffusion Media with D’Alton. In his previous role, Byrne managed a large slate of US unscripted productions, filmed in Ireland for Fox Entertainment including The Floor, Don’t Forget The Lyrics, Next Level Chef, Beat Shazam, and Name That Tune, of which Byrne has been the Showrunner across four consecutive seasons.
The newly formed company believes that these individual track records coupled with the mooted Irish tax incentives for the unscripted production sector demonstrate Diffusion Media’s potential and attractiveness to international entertainment markets.
Vision and Ambitions
Diffusion Media is set to produce a broad range of content, including a slate of standout entertainment formats, innovative studio shows, and ground-breaking documentaries. The company will also offer world-class production services tailored to the international entertainment markets. Their first title, To Hell & Back, a new series for RTE, will see A-list celebrities take on extreme outdoor adventures in some of the most inhospitable and hostile environments on the planet.
Day-to-day operations at Diffusion Media will be led by D’Alton and Byrne, who collectively bring decades of experience in production and development. Headquartered in Dublin, with plans for frequent collaborations in the UK and the US, D’Alton emphasised the synergy of their partnership and the promising future of Diffusion Media.
“The past 20 years with Motive have been incredible, but I believe it’s time for an exciting change. The proposed fiscal incentives from the Irish Government could present amazing opportunities, with the growth potential for unscripted content produced in Ireland immense,” said D’Alton. “This, coupled with our individual track records and existing relationships with international broadcasters and streamers, positions Diffusion Media to be a market leader for unscripted content.”
Expressing his enthusiasm for the new venture, D’Alton added: “I have long admired Shane’s creativity and ambition. Partnering with him at Diffusion Media allows us to combine our strengths to pursue innovative and compelling film and television projects, working with the best Irish and international talent. This is an exciting new chapter for us both.”
Commenting on the recent explosion of international interest in unscripted production in Ireland, Byrne said: “In 2021, I was asked to be the Showrunner on the first unscripted US network show to be made in Ireland (Name That Tune for Fox). This entailed building and cultivating a domestic team of over 300 talented industry professionals. Three years later and many successful productions later, it is obvious that unscripted production in Ireland is at world class level.”
“The ambition that we have for Diffusion Media is not only to develop exciting original content, but also to double down on the production service model that has seen TV show hosts like Rob Lowe, Niecy Nash, Jamie Foxx, Jane Krakowski, Randy Jackson and Gordon Ramsay collaborating closely with domestic production teams on a variety of prime time US shows. We are very excited to launch another option for international clients to consider,” Byrne added.
Click here for more information about Diffusion Media.
