The move, revealed by Broadcast magazine, follows mounting speculation in recent months that the two highly experienced television executives would work together.
Beyond the company name, thought to be inspired by their band No Expectations, few details of the new venture are known, except that law-firm Olswang is assisting the duo.
According to industry speculation, the plan is to draw talent to their company who would run their own labels within the larger production group.
Hincks stepped down from his post in March. He had joined Endemol in 1999 after nine years at the BBC, and held several senior management roles at the company. He was appointed Endemol UK’s CEO in 2008, and became Endemol Group president in 2012. After the merger with Shine, Hincks was made president of the joint venture in 2014.
Fincham left ITV in March, after eight years at the commercial broadcaster, where his commissions included hit dramas “Downton Abbey” and “Broadchurch.” Prior to that he had been controller of BBC One, the public broadcaster’s flagship channel. He began his TV career in 1985 as a producer at Talkback Productions, and became managing director a year later.