Ingenious’ plan: Back Gorgeous

Blighty producer Gerrie bankrolled

Entertainment venture capitalist outfit Ingenious Media is bankrolling one of Britain’s best-known producers, Malcolm Gerrie, in a new company, Gorgeous Entertainment.

Based in London’s West End, Gorgeous will exploit opportunities in domestic and international markets for content-led media companies.

Gerrie, who co-founded production company Initial 18 years ago with Eric Fellner and Scott Millaney, also wants to sell programming rights to mobile and digital media platforms.

Company’s main focus will be on creating content, but its deal with Ingenious will allow Gorgeous access to capital to acquire formats and further new ideas for development. The company will create programming for lifestyle, factual entertainment, music, events and sports entertainment genres and then develop and adapt that content for new formats and delivery platforms.

“Digital distribution continues to have a significant impact on this sector, and Gorgeous is well placed to take advantage of the opportunities,” said Ingenious chairman Patrick McKenna.

Gerrie has helped develop music and events programming for 20 years. Initial was bought by Endemol in 2000.