Eyeworks USA Rebrands as 3 Ball Entertainment Following Warner Bros. Acquisition

Reinout Oerlemans - H 2015
Courtesy of 3 Ball Entertainment

Reinout Oerlemans - H 2015

The TV production company has also named Todd A. Nelson and Ross Weintraub as co-CEOs

Independent production company Eyeworks USA is going back to its roots.

Originally founded as 3 Ball Productions by JD Roth and Todd A. Nelson before Eyeworks Group took ownership of it in 2006, the company that creates reality and non-fiction programming for television is now rebranding as 3 Ball Entertainment. The name change comes nearly eight months after Warner Bros.'s June 2014 acquisition of all of Eyeworks’ production businesses outside the U.S., including 15 companies across continental Europe, Scandinavia, South America, New Zealand and Australia.

Read more Warner Bros. TV Group Completes Eyeworks Takeover

Reinout Oerlemans, who originally founded Eyeworks Group in 2001, announced that co-founder and current CEO Nelson and COO Ross Weintraub will now serve as co-CEOs of 3 Ball Entertainment. Oerlemans will work closely with Nelson and Weintraub to expand its scope of production.

The company's reorganization will also see 3 Ball's co-founder, Roth, step out of his day-to-day CEO responsibilities to focus on more creative pursuits, producing select projects for 3 Ball in addition to planning new initiatives. He'll continue to produce and head up creative for 3 Ball’s current slate, which includes ABC's Extreme Weight Loss, Spike's Bar Rescue, Animal Planet's My Cat from Hell, WEtv's LA Hair, Spike's Catch a Contractor and Hungry Investors, Hallmark Channel's Kitten Bowl II, and TBS' Funniest Wins

Additionally, company president Brant Pinvidic has been elevated to chief creative officer of 3 Ball, and will oversee the company’s current slate and development. Meanwhile, Jeff Goldman, former co-managing director of Eyeworks Distribution, has been named chief business officer, in charge of business affairs, development and international.

Read more Warner Bros. to Acquire Indie TV Producer Eyeworks' International Business

"In 3 Ball Entertainment, we have seen the evolution of a great company," said Oerlemans. "JD Roth and Todd Nelson, two gifted entrepreneurs with serious producing chops, were reality TV pioneers, creating game-changing series and helping to propel the industry. Now, as TV mobilizes for the future, our newly independent 3 Ball Entertainment is perfectly positioned for its next chapter of success and growth, including pushing into new arenas. I look forward to overseeing the expansion of our business across existing and new platforms and genres as we reaffirm our commitment to producing the highest quality content. I cannot imagine a more exciting time for all of us."

Added Roth: "3 Ball was born nearly 14 years ago out of my passion for storytelling and the power of transformation. Creating shows that brought to light universal struggles and desires, I took pride as a producer in being able to see in our cast members what they couldn’t see in themselves. That success propelled us into other areas of production, ultimately allowing 3 Ball and Eyeworks USA to become a major source of programming for a wide range of networks. I’m immensely proud of the work we did and the success of the company Todd and I created, whose legacy now comes full circle. Letting go of the operational leadership of 3 Ball was a difficult decision, but I’m elated to put my heart and soul back into the creative process."

Oerlemans, Nelson, Weintraub, Roth, Pinvidic, Goldman all sit on the company's board of directors, along with Netherlands-based Robert van den Bogaard and Ronald van Wechem. 3 Ball's former productions include MTV's Beauty and the Geek and I Used to be Fat, NBC's For Love or Money and The Biggest Loser, Discovery's Flying Wild Alaska and Endurance, VH1's Single, Fox's Unan1mous, and A&E Hammer Time.