U.K. Broadcaster ITV Invests in Believe Entertainment

Believe Entertainment Group, which produces digital series like the animated “The LeBrons” and Jay Mohr’s game show “Money Where Your Mouth Is,” has secured financing from U.K. television broadcaster and producer ITV.

Specific financial terms of the deal were not disclosed, but ITV will join Believe’s board of directors and work to expand the company’s slate of projects with its production expertise, international distribution and talent relationships.

“ITV will offer numerous opportunities for us to grow our efforts in multiple formats, channels and globally to the benefit of both our talent and brand partners,” Believe co-founders Dan Goodman and William Masterson III said.

ITV is one of the largest independent producer of unscripted shows in the U.S., with series like “Hell’s Kitchen,” “Kitchen Nightmares” and “Rich Kids of Beverly Hills.”

New York-based Believe recently started producing “@EpicEDM,” an original series featuring top electronic dance music artists, festivals and clubs designed for Twitter.

Its shows also include “In the Booth,” a YouTube series about DJ Tiesto; and “Inspired by Sabrina,” a women’s lifestyle show hosted by HGTV star Sabrina Soto, available on AOL.

“The LeBrons,” featuring NBA star LeBron James, launched on YouTube, and is syndicated to Xbox Live.

The company paired up with Paramount Digital Entertainment, in 2010, to help sell and distribute the digital series “The Legion of Extraordinary Dancers,” created by director Jon M. Chu (“G.I. Joe: Retaliation,” the “Step Up” franchise).

Believe’s co-founders previously produced Seth MacFarlane’s “Cavalcade of Cartoon Comedy” and shorts that helped promote Sacha Baron Cohen’s “Bruno.”

“Believe Entertainment Group’s expertise has generated hundreds of millions of views in just under five years,” said Paul Buccieri, chairman of ITV Studios U.S. Group and ITV Studios Global Entertainment. “This added to Dan and Bill’s combined 35 years in advertising, digital, media and entertainment, makes them a compelling strategic partner for ITV.”


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