Digital and TV executives Andrew Robertson and Pasa Mustafa announced the launch of social entertainment company, East London Productions. The company will focus on producing TV multi platform content, as well as digital and social entertainment in video, games and apps. The launch of the company comes with the announcement of the format 6 for the Win (6FTW). 6FTW is a social quiz game played across Facebook and mobile. Known as ‘The Game you can’t keep to yourself’ it has an inherently viral twist, as players can only win by engaging with their social network. As well as winning badges, points and real prizes online players will have a chance of going on to win $1million in the live TV game show of the same name. “We are excited by this innovative new format, and have received a huge amount of interest from brands and broadcasters. It will be the first time somebody has truly integrated the powerful engagement of social games through to TV,” said co-founder Mustafa.