Optomen Productions Establishes Entertainment Division

All3Media-owned Optomen Productions is launching a Los Angeles-based entertainment division, tapping former Armoza Formats executive Elwin De Groot to serve as senior VP of entertainment.

De Groot will report directly to President Maria Silver, working alongside Ricky Kelehar, senior VP of development. Both Kelehar and De Groot will relocate to Los Angeles to focus on the new label, with Kelehar continuing to work closely with the Optomen development team based in New York.

“Elwin is a proven talent with a strong track record of creating successful formats for a global audience,” said Silver. “Well respected by his peers and network executives, he’s perfectly positioned to help create a new entertainment division as we target the major broadcasters and prioritize primetime entertainment formats.”

De Groot commented: “As a producer and an enthusiast, I’ve always been a huge fan of the U.S. television market, the thrilling content it produces and the high bar it sets internationally. I am very excited to be working with the great team at Optomen and proud to be part of its expansion.”