British broadcaster ITV has invested in New York-based Believe Entertainment Group, the digital studio behind music producer Tiësto’s YouTube series In the Booth (pictured) and game show Money Where Your Mouth Is.
ITV will join Believe’s board of directors and use its production, international distribution and talent expertise for the company’s projects. Believe specializes in pairing talent with global brands, such as Intel, P&G and Nike, and distributes content on digital platforms such as Facebook, YouTube and Xbox with native advertising supporting the brands.
Believe’s credits include Inspired by Sabrina, an AOL lifestyle show hosted by HGTV star Sabrina Soto on AOL, Seth MacFarlane’s Cavalcade of Cartoon Comedy and online content supporting the Sacha Baron Cohen movie Bruno.
“ITV will offer numerous opportunities for us to grow our efforts in multiple formats, channels and globally to the benefit of both our talent and brand partners,” Believe co-founders Dan Goodman and William H. Masterson III said in a joint statement.