Cristina D. Sarnoff Establishes Sarnoff Media Co.

Former Warner Bros. Discovery (WBD) executive Cristina D. Sarnoff has launched Sarnoff Media Co. to develop a range of multicultural branded entertainment projects, with partnerships already in place with Warner Bros. Discovery US Hispanic, National Lampoon and more.

Sarnoff Media Co. also has partnerships in place with Jeanie Buss and David McLane’s WOW—Women of Wrestling, Jay Ellis (Insecure, Top Gun: Maverick) and Carlos Ponce.

Inaugural projects for the company include Star Crush, a game show hosted by Ponce that brings together fans and their celebrity crushes for one-on-one dates, and Vacaciones, a Latino reimagination of the National Lampoon brand.

“Cristina’s entrepreneurial leap into creating a media company dedicated to authentic multicultural storytelling is a game-changer,” said producer Danny Roth. “Vacaciones is the perfect example of how she’s honoring cultural nuances while opening new doors for brands to connect with audiences in an organic, meaningful way.”

Also, Sarnoff Media Co. will represent ad sales for Buss and McLane’s WOW—Women of Wrestling, which is now in its fourth season.

“Cristina understands the importance of seeing female role models and immediately envisioned how advertisers can authentically showcase their brands by connecting to our diversified and empowering WOW Superhero athletes, live events and fans,” commented Buss, co-owner of WOW and executive producer of the accompanying TV series.

The new company has also partnered with Jay Ellis’s Black BarMitzvah to produce a lineup of original series for brand integration with top-tier advertisers.

Sarnoff Media Co. will produce advertiser-supported series and films through S.H.E. (Sarnoff Has Entertainment), its branded content division.

During her prior tenure with Warner Bros. Discovery, Sarnoff played an instrumental role in spearheading programming that integrated brands with culturally resonant storytelling. This included Juntos en Acción (Together in Action), a series starring Ponce that is sponsored by State Farm and Volkswagen and distributed on Max and WBD’s U.S. Hispanic networks.

Additional Warner Bros. Discovery projects under Sarnoff’s tenure with the U.S. Hispanic networks include Adóptame, a series sponsored by Pedigree, which revitalized animal shelters and drove a nationwide surge in pet adoptions, and Nuestra Familia, a Lowe’s-sponsored DIY series featuring a family of contractors transforming homes to reflect the cultural and functional needs of Hispanic families.

“Brands have a once-in-a-generation opportunity to tell compelling, culturally authentic stories that drive systemic change,” Sarnoff said. “Branded entertainment isn’t just the future—it’s the now. Sarnoff Media Co. and S.H.E. are building a platform that celebrates diversity, delivers measurable impact for partners and sets a new standard for purpose-driven content. This is a sustainable model proving we can do well for others while driving business success.”

“With U.S. Hispanics comprising nearly 20 percent of the population and the broader multicultural community wielding $4.5 trillion in purchasing power, branded entertainment stands as a catalyst for a new era of storytelling and brand engagement,” she added.