Fox TV Studios alternative VP Cathy Veisel has ankled the company to take on a new gig overseeing development for 3 Ball Prods., the J.D. Roth-led shingle behind “The Biggest Loser” and “Beauty & the Geek.”
As veepee of development, Veisel will work to boost 3 Ball’s already burgeoning slate of nonscripted fare. Company is looking to expand in the wake of its recent partnership with Dutch reality factory Eyeworks (Daily Variety, Sept. 25).
Veisel is expected to start adding staff to 3 Ball’s development division over the next three to six months. She’ll report both to Roth and 3 Ball’s Adam Greener.
With a half-dozen skeins on the air or about to premiere, “New development has become that much more important,” Roth said. “Cathy’s experience in development will bring forth the support needed to continue to make 3 Ball thrive. We have big plans with the worldwide format library of Eyeworks and will need development support to manage all of them.”
Veisel’s appointment comes amid a very busy summer for 3 Ball. All three hours of NBC’s primetime sked tonight, for example, will have been produced by the shingle: two hours of new dating show “Age of Love” and special “Science of Love.”
Veisel said 3 Ball’s past programming slate matched her sensibilities.
“Whatever genre they venture into, they always manage to capture great characters on real emotional journeys and tell these stories with great heart,” she said.
Upcoming premieres for 3 Ball include the VH1 skeins “Scott Baio Is 45 & Single” (July 15) and “The Pick-Up Artist” (Aug. 6). “Loser” and “Geek” return in September, while kid-friendly reality competish “Endurance” starts a new season Oct. 13 on Discovery Kids.
Veisel spent seven years at Fox TV Studios, most recently working on skeins such as Fox’s “Talk Show With Spike Feresten,” VH1’s “Dice: Undisputed” and A&E’s “Inked.” She began her career as an assistant to then-FTVS topper David Grant and was upped to manager of alternative in 2002.