By Sahil Patel
Former FishBowl Worldwide Media president and CEO Bruce Gersh has been hired by ITV Studios America as its new executive vice president and head of digital, strategy, and branded entertainment, a new role at the production studio.
In the role, Gersh will oversee digital, strategy, and integrated marketing. Specifically, he will focus on “maximizing opportunities for brand expansions and revenue streams” for ITV-produced programming, and build on the studio’s portfolio of digital, integration, sponsorship, merchandising, and licensing activity, the company said.
Based in Los Angeles, Gersh will report to Orly Adelson, president of ITV Studios America.
“With the addition of Bruce, we are primed to take advantage of one of the most transformative periods in the television business, with limitless opportunities for brand growth across all platforms,” said Adelson in a statement.
Most recently, the long-time digital media executive was managing director and global head of media and entertainment at Allison + Partners. Prior to that, co-founded FishBowl Worldwide Media in 2010 and held senior executive roles at the William Morris Agency and Disney-ABC Television Group.
ITV Studios America is a division of ITV Studios, a production-centric subsidiary of British broadcaster ITV plc. In recent months, ITV Studios has made several bets in the digital entertainment space, taking stakes in both New York-based studio Believe Entertainment Group and former Maker Studios CEO Danny Zappin’s new company Zealot Networks.