ITV Invests in Digital Content Producer Believe Entertainment Group

LONDON: ITV has signed an investment deal with the digital entertainment company Believe Entertainment Group, which is behind such short-form content as The LeBrons for Xbox.

ITV becomes a strategic partner for Believe, and will contribute its own U.S. production expertise, international distribution and talent relationships to enhance the group's existing projects and maximize its own long-form TV formats. Believe has also produced In the Booth, a series with DJ/producer Tiësto on YouTube; Money Where Your Mouth Is, an original game show hosted by Jay Mohr on Hulu; and Inspired By Sabrina, a female lifestyle show on AOL.

“As the entertainment industry continues to converge to meet the demands of consumers and how they want to view content, this partnership offers both companies a distinct competitive advantage,” said Dan Goodman and William H. Masterson III, co-founders of Believe Entertainment Group. “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.”

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