United Talent Agency has acquired N.S. Bienstock in a move the company said will make it the dominant force in broadcast news representation.
Bill O’Reilly, Anderson Cooper, Robin Roberts, Megyn Kelly, Bob Scheiffer, Norah O’Donnell, Glenn Beck, Steve Kroft and Lara Logan are among the dozens of TV news personalities on N.S. Bienstock’s roster of clients.
For UTA, the purchase helps it broaden its portfolio beyond film and TV representation and into hard news. Diversification has become an ongoing trend in the agency world as companies such as UTA, WME and CAA have all worked to extend their reach into touring, music, sports and other arenas as a way to guard against the diminution of Hollywood star power.
The upside for N.S. Bienstock is that its news and unscripted television talent now can tap into UTA’s connections in the digital, film, scripted television, speaking and endorsement worlds.
Other N.S. Bienstock clients include the executive producers and show runners of “Live! with Kelly and Michael,” “The Ellen DeGeneres Show,” “Inside Edition” and “Dr. Oz. “
The company also has an unscripted television and packaging division which represents the production companies and packages “On the Case with Paula Zahn” and “Mountain Men.”
Financial terms of the deal were not disclosed, although UTA said that N.S. Bienstock founders and co-presidents Richard Leibner and Carole Cooper will remain co-presidents of the company. They will manage its day-to-day operations and will serve as special advisors to UTA’s Board of Directors.
Bienstock executives Jonathan Leibner and Adam Leibner have been made partners at UTA, but will keep senior roles at Bienstock. N.S. Bienstock will retain its name, corporate identity and location. Its leadership team and agents will remain in place, while UTA Managing Director Jay Sures oversees the relationship between the fiefdoms.