Roku has a new head of original programming.
David Eilenberg, most recently creative director at ITV America, will become the company’s head of Roku Originals, overseeing the creative vision and go-to-market strategy for all of Roku’s original content. Colin Davis, head of scripted originals by Roku, and Brian Tannenbaum, head of alternate originals, will now report to Eilenberg. Eilenberg will report to Rob Holmes programming the Roku vp.
“Throughout his remarkable career, David has pioneered the field of compelling television that has resonated with audiences around the world,” said Holmes. “With millions of streamers demonstrating a strong appetite for original programming on the Roku Channel, this is the perfect time to welcome one of the most experienced and respected creative executives. in the business to oversee the next exciting phase of Roku Originals, and help us continue to establish the Roku Channel as a destination for users to watch great free originals and advertisers to continue Reach audiences at scale only in streaming. ”
Roku’s initial content strategy is still in its infancy, having begun with the acquisition of Quibi’s content library last year. Eilenberg’s hiring indicates that the company is planning a more comprehensive push into programming, beyond the acquisitions of Quibi and This Old House.
At ITV, Eilenberg oversaw shows like Queer Eye, Love Island and Hell Kitchen. Before joining ITV, he worked at Turner, supervising Conan and King of the Nerds. He also previously worked at Mark Burnett Productions.
Roku Originals runs on the company’s Roku Channel, a free, ad-supported streaming network. Like other so-called “FAST” services (Pluto TV, Tubi), the company looks for more value-driven programming instead of the expensive scripted dramas prevailing on the services. like Netflix and HBO Max.
“I am delighted and honored to be invited to lead Roku Originals during this incredibly dynamic stage of its development,” Eilenberg said in a statement. “Roku’s culture of innovation and relentless focus on creating the best possible experiences for viewers makes it a natural home to launch great original series, and I look forward to finding and nurturing it.” nurture those series under Rob’s leadership and with the exemplary team he’s built. I am also incredibly grateful to David George, Adam Sher, Danielle Bibbo and all of my colleagues at ITV America for six years of incredible teamwork and creativity, and I hope to continue the business together. in his new powers. ”