Leftfield Entertainment has signed an overall deal with casting and TV development firm Crybaby Media, which will see the latter company create unscripted projects exclusively for the ITV-owned producer.
Founded by talent executive Danny Passman (pictured above, right), Crybaby is part of a new wave of casting companies that are branching out into TV development by sourcing characters for reality projects, and packaging ideas for networks and production companies.
Its credits include History and Pilgrim Studios’ Down East Dickering, Food Network and Gigantic! Productions’ Thieves, Inc., and The Weather Channel’s upcoming BrainStormers, which is being produced by Leftfield subsidiary Outpost Entertainment.
“It’s a pretty specific skill set to be able to go out and find these characters that are strong enough to create shows around,” Ed Simpson (pictured above, left), Leftfield’s VP of business development and international, told realscreen. “Danny has built a company not just based on finding people, but then developing stories around them.
“He’s really developed a brand that has been able to work with many different networks and production companies,” he added. “There is this great breadth and depth to his business.”
Under the deal, Crybaby will work with Leftfield’s four subsidiaries – Leftfield Pictures, Sirens Media, Loud TV and Outpost – to develop reality, lifestyle, docusoap and competition series, in addition to working directly with networks on development projects. Leftfield will continue to maintain its own casting department.
Prior to forming Crybaby Media, Passman worked as a development exec at VH1 and Fuse. He also served as global head of programming and content acquisition at web TV service Joost, and as senior creative director for online video platform Dailymotion.