Former Lifetime executive Jenna McCarthy launched unconventional entertainment with Sony Pictures TV

Sony Pictures Television is adding to its list of non-scripted production companies.

The studio’s non-functioning group has inked an overall deal with Unconventional Entertainment, the new label from former Lifetime executive Jenna McCarthy.

This comes two years after McCarthy, an A+E network veteran, left the company, where he was EVP and Head of Programming at Lifetime Unscripted and Head of Programming at FYI. He has been with the company for ten years, previously at Discovery Channel and weTV.

McCarthy’s company will develop and produce original formats across genres including relationships, home, food, survival, Americana, competition and crime.

As his last gig he oversaw the series Marriage at first sight and was responsible for the Lifetime series including Project Runway And dance mother. He was also the executive producer of the original series dirty job In Discovery and works Mythbusters And Fatal catch.

The move comes as Sony strengthens its non-scripted business following the acquisition of Industrial Media in March 2022. The company now has partnerships in nine non-scripted production companies: The Intellectual Property Corporation (IPC), Sharp Entertainment, B17 Entertainment, RJ Cutler’s This Machine Filmworks, Dawn Porter’s Trilogy Films, Mary Robertson’s Maxine, Alex Stapleton’s House of NonFiction, and 19 Entertainment. .

“I’m incredibly excited to bring a long-term dream of mine to life, launching a label that allows me to create for all the platforms I love, across all the genres I love,” said McCarthy. “Eli and Aaron are two of the most talented, respected, and successful production entrepreneurs in the industry, and their entire team at SPT are trusted partners who deliver hits. I am fortunate and happy to bring unconventional IP to market with them.”

“Gina’s incredible body of work is undeniable. Throughout his career, he has consistently produced hits that resonate with a wide audience while innovating in the non-fiction space. Gena and Unconventional represent a fantastic addition to SPT’s growing portfolio, and we look forward to leveraging our partnership to develop a new slate of long-running franchises,” said Eli Holzman, president of SPT Nonfiction Entertainment, and Aaron Saidman, vice president.

McCarthy represented Mark Kamala at A3.

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