ITV America has announced that creator, producer and seasoned media executive David Eilenberg is rejoining the company in a newly created role that will leverage his development skills and track record in unscripted for the new content universe.

As creative director, Eilenberg, who has served as head of content at Roku Media since 2022, will oversee the creative direction of ITV America, the place he helped shape into a prominent producer of unscripted storytelling during his 2018-2022 tenure as chief creative officer. He now leads all creative development across the company’s unscripted series – including formats, documentary, competition and more – and its brand and digital content initiatives.

To spearhead the next wave of content, Eilenberg will work closely with ITV America CEO David George, to whom he reports; ITVA President Adam Sher, who will continue to lead the sourcing of IP, 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.

The move reflects a larger, revamped creative strategy for the company, as ITV America combines its individual production labels and teams into one cohesive development group, and pivots from a genre-focused, multi-label approach to a singular vision focused on “bigger, better” ideas to match the evolving marketplace.

Under Eilenberg, it is the first time a single development head has had oversight of this unified development team and slate from across the full spectrum of the company’s creative assets, domestically and abroad.

“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.”

ITV America produces the iconic Love Island USA – summer 2024’s #1 reality series in the US and Peacock’s most-watched original reality competition show ever – as well as spin-offs Love Island Games and Love Island: Beyond the Villa, debuting this summer. The company has won 11 Primetime Emmy awards for global phenomenon Queer Eye, now in its 10th season for Netflix, with other longtime hits including Hell’s Kitchen (Fox); The Voice (NBC); The Real Housewives of New Jersey (Bravo); Pawn Stars and Alone (History), Worst Roommate Ever (Netflix), Farmhouse Fixer (HGTV) and many others.

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Tags: itv, ITV Studios, love island, roku, usa