Warner Bros. TV Group buys Alloy Entertainment

Topper Leslie Morgenstein to stay on to run company

Warner Bros. Television has scooped up Alloy Entertainment, the packager and producer of “Gossip Girl,” “Pretty Little Liars,” “The Vampire Diaries” and other staples of young-adult viewing, as Hollywood’s biggest TV group flexes its muscles at home and abroad.

Financial terms weren’t disclosed. Alloy Entertainment had been part of Alloy Inc., owned by an investor group led by Strauss Zelnick’s ZelnickMedia, which acquired it in 2010 for $126 million. Alloy Entertainment prexy Leslie Morgenstein will stay on to run the unit, reporting to Warner Bros. TV Group prexy Bruce Rosenblum.

The two companies already work closely together, with five Alloy properties currently produced and distributed by Warner Bros. TV — “Gossip Girl,” “The Vampire Diaries,” “Pretty Little Liars,” “Lying Game” and the upcoming “666 Park Avenue.” Feature films include two “Sisterhood of the Traveling Pants” movies with Warner Bros. Pictures and Warner Premiere’s “The Clique.”

“The Warner Bros. Television Group and Alloy have enjoyed consistent success together on a number of terrific projects over the last decade,” Rosenblum said. Alloy’s “creative and talented team of executives have a unique ability to tap into a young female audience and create content that resonates across multiple platforms.”

Most of Alloy’s properties started as book franchises aimed at teen girls and twentysomethings. The deal with Warner Bros. also covers Alloy’s prolific book packaging business, which has had 50 titles on the New York Times bestseller list including “The Sisterhood of the Traveling Pants,” “Gossip Girl,” “The Clique,” “The Luxe” and “Pretty Little Liars.”

Alloy Entertainment will continue to collaborate on production and distribution of original digital programming with former sibling division Alloy Digital, which operates a top-ranking media and video network focused on the 12-34 demographic and is not part of the Warner Bros. agreement. Alloy Digital has launched six original Web series, including “Dating Rules From My Future Self,” which starts its second season in August. Alloy Digital earlier this year acquired Generate, the digital production and management company founded by Jordan Levin (Daily Variety, Jan. 6).

Alloy’s other remaining assets include Channel One, the television news network for teens, and Alloy Education, which works on student recruitment for higher education.

Warner Bros. hasn’t been shy about its desire to beef up in TV production, at home and abroad. In 2010, it acquired the U.K.’s Shed Media, the indie production venture behind “Supernanny” and “Who Do You Think You Are?” Last year, it bought a majority stake in BlazHoffski Holding, a leading independent television producer in the Netherlands and Belgium. Time Warner has explored a purchase of Turkey’s Sabah-ATV. And it would very much like to buy Dutch TV giant Endemol, recently emerged from bankruptcy, whose owners are deciding what to do with it.

More TV

  • NEW YORK, NY – JUNE, 24:

    LGBTQ Stars Honored at Variety’s Power of Pride Celebration

    New York City felt the full power of pride on Monday, as Variety celebrated its inaugural issue devoted to the annual recognition of LGBTQ people worldwide. At an intimate gathering at lower east side Manhattan hotel The Orchid, rooftop bar Mr. Purple hosted Variety’s cover stars and luminaries for cocktails and the unveiling of the [...]

  • WWE

    WWE and PP Sports Extend China Partnership

    WWE and PP Sports have signed a new multi-year agreement that will keep WWE programming airing live in Mandarin in China. In the past three years of the partnership, PP Sports has delivered more than 300 episodes of WWE programming. PP Sports will offer “Raw,” “Smackdown” and the WWE Network as a subscription VOD service [...]

  • Billy Eichner Power of Pride Variety

    Billy Eichner on Taylor Swift's 'Calm Down' Backlash

    When Taylor Swift released her “You Need to Calm Down” music video, it seemed like every member of the LGBTQ in Hollywood was included — except for Billy Eichner. “I’m still not gay enough for Taylor Swift — or too gay — I don’t know what it is,” Eichner joked at Variety’s Power of Pride [...]


    TV News Roundup: 'Highwire Live in Times Square' Tops Sunday Night Ratings

    In today’s TV news roundup, ABC’s “Highwire Live in Times Square” tops Sunday night ratings, and “Total Bellas” has been renewed for a fifth season. DATES FX will air the special event “Peabody Presents: Stories of the Year” on July 7. The program will showcase the issues honored at the 78th Annual Peabody Awards Ceremony [...]

  • Editorial use only. No book cover

    'Scream' Series Moves From MTV to VH1 for July Debut

    The long-gestating third season of the “Scream” series is finally debuting–but not on its original network. Variety has confirmed that the series will air on VH1 instead of MTV as originally planned. “Scream” will debut on VH1 on July 8 and air two one-hour episodes back-to-back for three straight nights. The third season of the [...]

  • Jussie Smollett

    Video of Jussie Smollett With Rope Around His Neck Released by Chicago Police

    The Chicago Police Department released new surveillance footage and files in regards to the Jussie Smollett hoax case on Monday, including one that shows the “Empire” actor shortly after the alleged attack. In one of the videos, police body-cam footage shows authorities entering Smollett’s Chicago apartment, led by his manager, Frank Gatson. Smollett is found [...]

More From Our Brands

Access exclusive content