UK distributor ContentFilm has dropped the Fireworks International brand from its masthead, and changed its overall corporate name to Content Media Corp.

London-based Content Media, which has a Toronto office, announced the name change after securing shareholder approval Monday.

As part of the rebranding, Toronto-based Fireworks International becomes Content Television, with Greg Phillips remaining at the helm.

Phillips will also continue to head up Content Digital as a stand-alone division.

Shares in Content Media are expected to start trading under the new ticker CMCP on Tuesday.

The rebranding aims at reflecting a more multi-platform business for the UK-based distributor, whose catalog includes the CBC dramas Heartland (pictured) and Republic of Doyle.

The change of name will not impact staffing, reporting lines or business operations at each of Content Media’s film, TV and digital divisions, the company said.