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Madison takes road to original prod’n

New hire to take company into original production

Madison Road Entertainment has hired reality TV vet Danica Krislovich to help the company expand into original production.

Madison Road has so far focused on helping clients, such as NBC’s “The Apprentice,” integrate brands into their shows.

With the addition of Krislovich, who will serve as senior VP of programming, Madison Road hopes to begin creating unscripted and alternative TV formats.

“We had a terrific first year at the company, bringing brands and programming in,” said Madison Road prexy Tom Mazza, to whom Krislovich will report. “Now the priority is to generate ideas from the very beginning. We’ll be able to provide brand integration services with the value and benefit of being an independent production company.”

According to Mazza, the company is looking to develop shows he believes come with “big payoffs,” including docu soaps, comedy and “transformational” formats. Madison Road hopes to produce some internally and others in partnership with an outside production shingle.

Mazza said the company hopes to launch a similar push into the scripted side next year, hiring a development exec by the end of 2005.

Meanwhile, on the branding front, Madison Road has brought on former CBS exec Jason Adelman as an “integration producer,” helping the company scout potential product partners for clients including “Apprentice,” “America’s Next Top Model” and “Bernie Mac.”

Krislovich previously served as senior VP of development at FremantleMedia. She also recently sold and will exec produce a NASCAR telepic project at TNT, and she will exec produce the animated feature “Easter Egg Escapade,” set for a spring release.

Before FremantleMedia, Krislovich was an independent producer, handling reality TV, live event sports and music programming for various nets, including Fox’s “Battle of the Sexes on Ice” and the TV movie “Ice Angel.” She also was a co-exec producer on the original pilots to “RendezView” and “Fifth Wheel.”

Krislovich also spent seven years at MTV, working on series and specials such as the net’s summer, spring break and New Year’s Eve events.

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