The star and creator of Discovery’s “Gold Rush” is looking to capitalize on the current Golden Age of TV rush by setting up his own production shingle. Todd Hoffman’s new company is Gold Standard Television, an independent production and finance company based in Los Angeles.

Hoffman has teamed up with veteran producer Jose Behar to co-run Gold Standard TV. Behar has served as a producer on numerous TNT series, including “Leverage” and “The Librarians,” and was the head of business development at the production house Electric Entertainment.

“After creating ‘Gold Rush’ and spending thousands of hours on crafting entertaining and inspiring stories, as well as unforgettable characters on television, we are excited to launch Gold Standard TV to produce projects with the same worldwide appeal,” Hoffman said in a statement.

“Gold Rush” was indeed a bonanza, a reality series that followed the quirky characters of Hoffman, his father, and friends as they tried to strike it rich in the Yukon. Even in its seventh season, “Gold Rush” still topped the cable ratings charts, drawing in more 18-49 viewers on Friday nights than some broadcast scripted series would on more-watched days of the week.

Gold Standard’s first project is a scripted series, “Prodigal,” based on an idea from Hoffman. The story follows a Manhattan gangster as he heads into the Western frontier of the 1870s. Author and screenwriter Nathan Edmondson (“Iron Man,” “Who Is Jake Ellis?”) is penning the pilot.

After “Prodigal,” Gold Standard’s mission is to create three or four series a year — both scripted and unscripted, and for digital platforms in addition to traditional TV.