EXCLUSIVE: David Eilenberg is returning to ITV America in a big way.
Eilenberg, who was head of content at Roku Media for the last two years, is returning to the Love Island USA producer as Creative Director.
It marks a significant reunion for Eilenberg, who spent six years at the American arm of the British broadcaster and studio, before moving to the buyer side in 2022, and a statement hire for the company.
It is a newly created role for Eilenberg, who will oversee the creative direction of ITV America, leading all creative development across the company’s unscripted series – including formats, documentary, competition and more – and its brand and digital content initiatives.
As ITV America searches for new hits to follow the success of Love Island USA, which really broke through on Peacock with its sixth season, Eilenberg will work closely with ITV America CEO David George, to whom he reports; ITV America President Adam Sher, who will continue to lead the sourcing of IP, scout talent and build new business opportunities across orchestrate traditional and digital talent opportunities and build new business initiatives with brands, streamers, networks and digital/social channels; and Chief Business Officer Danielle Bibbo, who oversees programming and production, and leads business strategy.
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The most significant change for ITV America is that it is combining its individual production labels and teams into one development group, pivoting from its genre-focused, multi-label approach. The company said it wanted to focus on “bigger, better” ideas.
As such, Eilenberg will oversee all development across its labels, which include ITV Entertainment, Leftfield Pictures, Sirens Media, Good Caper Content, Thinkfactory Media and High Noon Entertainment.
Eilenberg, who is a very popular figure within the unscripted business, joined Roku Media as its head of originals in 2022. He was promoted the following year to head of content after the exit of Rob Holmes.
Before that, he was Chief Creative Officer at ITV America, which is also behind series including Netflix’s Queer Eye, Fox’s Hell’s Kitchen and NBC’s The Voice. He spent four years in that role, having joined as President of ITV Entertainment in April 2016.
Before joining ITV, he was SVP, Unscripted Development, Late Night and Specials at Turner, overseeing TNT and TBS series including King of the Nerds, Cold Justice and Howie Mandel’s Deal with It, as well as Conan.
He also worked for Mark Burnett Productions as Head of Development and Current Programming, where he helped sell, develop and produce series including The Voice, Shark Tank, The Bible and Are You Smarter Than A Fifth Grader?
Prior to that, he was head writer on the first incarnation of The Weakest Link and Sacha Baron Cohen’s Da Ali G Show.
His appointment comes after Simon Thomas, exec producer of Love Island USA and President of the ITV Entertainment label and Head of International Programming, joined Pantheon Media Group as Head of Creative.
“David comes back with a wealth of knowledge and insight in tech and a deeper understanding of our clients at a data-driven level that will help us unlock a very complex marketplace,” said George. “He’s a big part of ITV America’s secret sauce: he knows what works, he knows what’s next and, most importantly, he knows how to have fun doing it. Alongside Adam’s ability to create and elevate opportunity, and Danielle’s business acumen, we’re getting the band back together. I’m even more excited than when Rage Against the Machine reunited.”
Eilenberg added, “I’m so proud to have been part of Roku’s success story, including doubling the size of the Roku Channel as it became the fastest-growing service in all of streaming. At the same time, I’m overwhelmed with excitement to return home to ITV, its best-in-class teams, and the creative process that’s ultimately where my heart lies. It’s become a new world in a short time, and I can’t wait to help bring the next wave of hit television, digital, and branded content to life.”
“Hit shows start with great ideas, but today it’s more important than ever to find and cultivate extraordinary talent and breakthrough IP to drive unique opportunities that excite buyers and brands. Having my partner in crime back and working in tandem frees us up to do our best work alongside our amazing team. David’s experience at a major platform these last four years will help set ITV America apart as a uniquely valuable partner to our buyers with an uncommon insight into our audiences. We’re all beyond thrilled to welcome David back home,” said Sher.
Charlie Collier, President of Roku Media, paid tribute to Eilenberg for his time at the company. “David Eilenberg is a thoughtful partner and creative leader, and his contributions elevated Roku. We’ll miss David and look forward to collaborating with him as he returns to the other side of the creative table,” he said.
