An independent Australian TV production and distribution company has chosen to locate its new European production centre in Wales, creating more than 20 highly-skilled jobs and supporting up to 200 freelance jobs.

Flame Media Group, which has its headquarters and production centre in Sydney, produces, acquires and sells a wide range of factual, entertainment, documentary and life-style content for broadcast.

Representing more than 100 international producers, Flame is a global distribution business with 2,500 hours of content currently on sale to established and emerging markets across the world.

The new centre, Wildflame Productions, will be located in Cardiff and supports the group’s objective to be a major global TV production entity with strong production bases worldwide that have the capacity to generate 100+ hours of TV per annum.

It is estimated that in excess of £1m will be spent within the Welsh supply chain and freelance staff community within the first year, rising to over £7m by year five.

The company’s expansion and significant inward investment into its Cardiff operation is supported and backed by business finance from the Welsh Government.

“Attracting a new international, independent media production company to Wales is a great boost for the TV production sector,” said Economy Cabinet Secretary, Ken Skates.

“Wildflame Productions is a welcome addition to the growing cluster of highly successful companies we have in Wales.

“I am pleased to hear the company plans to form a strong partnership with other key organisations in Wales to ensure the development of emerging talent and new opportunities for the creative sector in Wales. This inward investment will not only create jobs and support a significant number of freelancers, but will bring benefits to the supply chain and provide opportunities for co-productions.”

The Flame Group, founded in Sydney in 2010 by the company’s managing director, John Caldon, its creative director, Lyndey Milan, and its chief financial officer, Edmund Henning, has a network of distribution offices in Sydney, London, Greece and Singapore.

John Caldon said: “We are an internationally focused company and this is an exciting development that will help us expand and reach new markets. We have a genuine passion to discover and develop the new generation of broadcast talent in Wales. We want to collaborate with both established companies and individuals to explore opportunities to work on the world stage.

“Wildflame Productions will be led by Paul Islwyn Thomas, one of the most experienced broadcast executives working in Wales. As the newly appointed CEO, Paul will be responsible for delivering a dynamic business plan focused on building a strong production division based in the exciting new Tramshed development in Cardiff.”