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E! and Virgin Produced sign first-look deal

E! Entertainment Television and the newly formed Virgin Produced, the production arm of Sir Richard Branson's Virgin Group, have announced a multi-year first-look development deal.
January 19, 2011

E! Entertainment Television and the newly formed Virgin Produced, the production arm of Sir Richard Branson’s Virgin Group, have announced a multi-year first-look development deal.

As a result, E! will have exclusive rights to all Virgin Produced reality series development. This marks the first step into television by Virgin Produced, which has a multi-year JV with Relativity Media to produce two to three films a year.

Virgin Produced is led by CEO Jason Felts and chief creative officer Justin Berfield.

Lisa Berger, EVP, entertainment programming for E!, said in a statement, “Having developed series with Jason and Justin at their former company J2TV, I’m truly excited about the new project ideas their team at Virgin is developing and think both brands are truly symbiotic.”

“Virgin we are looking to produce programs that make some noise. ‘Traditional’ is not in our vocabulary, so this combined with our brands and shared programming tastes make for a natural partnership,” said Felts and Berfield.

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