All3Media has opened a label specialising in unscripted formats such as game shows, reality competitions and dating shows, as well as comedy and factual entertainment.
Seamonster is led by former Lime Pictures chief creative officer Mirella Breda and director of development Sam Pollard, as managing director and director of development respectively.
The label will co-produce formats with other production companies from within All3Media’s global stable and has one reality entertainment show in paid development with a UK broadcaster.
In a mission statement on its website, Seamonster says its aim is to “capture new and heritage audiences with original ideas, absorbing narratives and dramatic formats that inspire and entertain”.
Breda spent two years at Lime and has previously been head of entertainment at Two Rivers Media and creative director of Initial.
She previously spent eight years as a BBC entertainment commissioning editor, ordering shows including MasterChef, Total Wipeout, Room 101 and Mary Queen of Shops.
Pollard created ITV2’s Release the Hounds, BBC1 game show Who Dares Wins and ITV1’s Bigheads.
He has worked for Stellify Media, 12 Yard Productions and Shine Television and previously ran Dr Pluto, which made ITV2 panel show Hey Tracey!.
