Murdoch sets up advertising & entertainment co.

Ex-BSkyB exec pacts with U.K. ad agency WPP

LONDON — Elisabeth Murdoch is setting up a new company that will combine film and TV with advertising.

The joint venture with U.K. ad agency WPP, provisionally called Shine:M, will develop new ways to intregrate consumer brands into entertainment.

The film and TV side will be handled by Murdoch’s indie production company Shine Entertainment. WPP will provide the corporate clients, who will also foot the bill.

Murdoch is the daughter of media mogul Rupert Murdoch. She set up Shine last year after leaving News Corp-controlled satcaster BSkyB, where she was MD of Sky Networks.

At BSkyB, she was responsible for a push into original production, an experiment now largely abandoned, most notably with the shuttering of film production outfit Sky Pictures last June.

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