U.K.'s ITV Studios Targets Unscripted Comedies

The company names Laura Gibson to the new post of creative director, comedy entertainment, citing "increasing industry demand for quality comedy entertainment programming."

LONDON - British broadcaster ITV said Tuesday that it has appointed Laura Gibson to the newly created role of creative director, comedy entertainment at its ITV Studios unit as it looks to develop more comedy programs.

She will head up a new comedy development team that also includes ITV Studios producer Jack Kennedy and new assistant producer Susannah Hayley.
Gibson will report to newly appointed director of entertainment Shu Greene when she joins ITV Studios in the fall from Simon Cowell's production firm Syco.
Gibson will be responsible for developing and executive producing unscripted comedy entertainment formats for the ITV network and non-ITV channels, as well as nurturing new comedy talent.

ITV has made a big push into content creation, and ITV Studios has been a big driver of its recent financials.

“Given the increasing industry demand for quality comedy entertainment programming, we’ve identified the opportunity for a dedicated comedy development team to develop and produce new content and build relationships with comedy talent," said Denise O’Donoghue, managing director ITV Studios UK.
Said Gibson: “I am looking forward to working on new and exciting comedy entertainment projects with some of the best comedy talent in the country.”
Gibson joined ITV Studios in 2011 as an entertainment development executive and was most recently involved with the ITV1 commission Fool Britannia, a hidden camera show.

Before that, she was head of development at Princess Productions and head of comedy entertainment at Roughcut TV, where she worked on comedy panel show Mad Mad World, which currently airs on ITV1.
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