You will be redirected back to your article in seconds

Shields shines off Murdoch

Exec leaves ShineVu for Facebook

LONDON — Elisabeth Murdoch and Joanna Shields are two media mavens that like to get things happening — fast.

So when Shields, former CEO of online site Bebo where she pioneered original dramas like “KateModern,” signed on with Murdoch’s global shingle, Shine, to develop a new social media offshoot expectations were high.

But occasionally even Murdoch has a setback — and last week (Variety.com, April 2) it was announced Shields was quitting after less than six months to accept a job with social media site Facebook.

The two women were due to give a joint keynote speech about their planned social media site, ShineVu, at the Mip TV sales mart, which bows in Cannes April 12.

That has been cancelled, but the indefatigable Murdoch maintains ShineVu is still all systems go.

“I will not rest until we make the multiplatform Shine Group a reality,” insisted Murdoch in an internal email to staff informing them of Shields’ decision, adding that the move had followed “much soul searching and lengthy conversations” with “my friend Joanna.”

She added, “I would go as far as to describe what we must become as a ‘multicultural’ creative company as it applies to TV and digital worlds.”

Murdoch sounds typically determined, but with Shields on board as Facebook’s VP of sales and business development for Europe, the Middle East and Asia, the leading brand in social media looks unlikely to start going backwards.

Shields, who set up the sale of Bebo to AOL for a jaw-tingling $850 million, belongs to that highly sought-after crowd who have successfully monetized the digital space.

At Bebo, she negotiated lucrative sponsorship deals with blue chip firms including MSN and Disney that enabled the site to fund original teen-friendly fare, such as “KateModern.”

Once Shields stopped running Bebo, the site began to lose its mojo.

Quite what she and Murdoch were cooking up at Shine is anyone’s guess. But the chances are that with Shields onboard, potential advertisers would have taken it very seriously.

It is unclear whether Murdoch intends to replace her, but the good news for Shine is that Shields remains non-exec chairman of ShineVu.

Whatever Shine’s many strengths — the shingle is now Blighty’s biggest super indie — the task of transferring that success to a world of network connections and mobile apps looks tougher that it did before Shields jumped ship.

More Scene

  • Jon M. Chu, Director, Constance Wu,

    Jon M. Chu on Directing 'Crazy Rich Asians' Sequel: 'We Still Have to Close My Deal on It'

    LONDON — Elisabeth Murdoch and Joanna Shields are two media mavens that like to get things happening — fast. So when Shields, former CEO of online site Bebo where she pioneered original dramas like “KateModern,” signed on with Murdoch’s global shingle, Shine, to develop a new social media offshoot expectations were high. But occasionally even […]

  • Jeff Bridges'Bad Times at the El

    Jeff Bridges Approves of A 'Big Lebowski' Remake: 'If I Was in It'

    LONDON — Elisabeth Murdoch and Joanna Shields are two media mavens that like to get things happening — fast. So when Shields, former CEO of online site Bebo where she pioneered original dramas like “KateModern,” signed on with Murdoch’s global shingle, Shine, to develop a new social media offshoot expectations were high. But occasionally even […]

  • 'Milk Bar' Founder Christina Tosi Previews

    Milk Bar Founder Christina Tosi on Opening in L.A. and Whether She'll Do a Cooking Show

    LONDON — Elisabeth Murdoch and Joanna Shields are two media mavens that like to get things happening — fast. So when Shields, former CEO of online site Bebo where she pioneered original dramas like “KateModern,” signed on with Murdoch’s global shingle, Shine, to develop a new social media offshoot expectations were high. But occasionally even […]

  • Taraji P. HensonTaraji's Boutique of Hope

    Taraji P. Henson Opens Up About Seeking Mental Health Treatment

    LONDON — Elisabeth Murdoch and Joanna Shields are two media mavens that like to get things happening — fast. So when Shields, former CEO of online site Bebo where she pioneered original dramas like “KateModern,” signed on with Murdoch’s global shingle, Shine, to develop a new social media offshoot expectations were high. But occasionally even […]

  • Bryan Cranston Reflects on Early Rejection,

    Bryan Cranston Reflects on Early Rejection and the 'Breaking Bad' Scene That Still Rocks Him

    LONDON — Elisabeth Murdoch and Joanna Shields are two media mavens that like to get things happening — fast. So when Shields, former CEO of online site Bebo where she pioneered original dramas like “KateModern,” signed on with Murdoch’s global shingle, Shine, to develop a new social media offshoot expectations were high. But occasionally even […]

  • Channing Tatum on Taking Time Off,

    Channing Tatum Says He's Ready To Get Back to Work After Quiet Year

    LONDON — Elisabeth Murdoch and Joanna Shields are two media mavens that like to get things happening — fast. So when Shields, former CEO of online site Bebo where she pioneered original dramas like “KateModern,” signed on with Murdoch’s global shingle, Shine, to develop a new social media offshoot expectations were high. But occasionally even […]

  • Zendaya Wants To Do a 'Little

    Zendaya Wants To Do A 'Little Mermaid' Live Action: 'Why Wouldn't I?'

    LONDON — Elisabeth Murdoch and Joanna Shields are two media mavens that like to get things happening — fast. So when Shields, former CEO of online site Bebo where she pioneered original dramas like “KateModern,” signed on with Murdoch’s global shingle, Shine, to develop a new social media offshoot expectations were high. But occasionally even […]

More From Our Brands

Access exclusive content