MY Entertainment Taps Rive Gauche’s David Auerbach

NEW YORK: MY Entertainment has appointed David Auerbach to the newly created role of senior VP of international.

In his new role, Auerbach will be charged with developing programming. He will work closely with MY Entertainment’s established network of independent international production companies to co-develop original concepts for the U.S. marketplace. Auerbach will be based in the recently opened Los Angeles office, which was established to allow MY Entertainment to expand its relationships with West Coast-based producers in the U.S.

Most recently, Auerbach served as president of Rive Gauche Television. Prior to that, he was a senior programming executive for Warner Bros., where he was responsible for developing and producing more than 300 hours of prime-time programming and 3,000 hours for cable and first-run syndication.

Michael Yudin, the CEO of MY Entertainment, said: “What we’re doing is very unique. We have forged strong relationships with high-quality independent international producers and have brought a senior exec on board to work with them to co-develop original concepts for the U.S. market. That takes vision and a deep knowledge of the global market, which David has in abundance. I can’t think of a more competent pair of hands to which to entrust our development and international expansion.” 

Auerbach remarked: “The MY Entertainment strategy to partner with independent production companies around the world to develop original programming for the U.S. is exciting and bold. I’m thrilled to be working with my good friend Michael Yudin to help turn his vision into a reality.”