Content chief handed newly created role at Love Island US producer
Roku’s head of content David Eilenberg is returning to ITV America in a newly created position.
Eilenberg had previously helped shape ITV America’s unscripted output as its chief creative officer between 2018 and 2022, before swapping selling to buying with his move to Roku.
In his new position at ITVS, Eilenberg will lead all creative development across the American company’s unscripted series, including formats, documentary and competition, as well as its brand and digital content initiatives.
His hire follows the departure of ITV America head of international programming and president of ITV Entertainment Simon Thomas, who joined Pantheon Media Group as creative chief in April.
Eilenberg will report into ITV America chief executive officer David George and work closely with ITV America president Adam Sher, who will continue to lead on sourcing IP.
He will also work with chief business officer Danielle Bibbo, who oversees programming and production, as well as leading business strategy.
Eilenberg’s hire reflects ITV America’s attempts to revamp its creative strategy, which has seen the group combine its individual production labels into one cohesive development unit to focus on “bigger, better” ideas.
His appointment marks the first time a single development head has had oversight of the unified development team and its slate across the full spectrum of the company’s creative assets, both in the US and internationally.
Chief executive George said that Eilenberg “comes back with a wealth of knowledge and insight in tech and a deeper understanding of our clients at a data-driven level that will help us unlock a very complex marketplace”.
He added that he is “a big part of ITV America’s secret sauce: he knows what works, he knows what’s next and, most importantly, he knows how to have fun doing it.”
Eilenberg added that he was “proud to have been part of Roku’s success story”, including driving growth at the Roku Channel.
“At the same time, I’m overwhelmed with excitement to return home to ITV, its best-in-class teams, and the creative process that’s ultimately where my heart lies. It’s become a new world in a short time, and I can’t wait to help bring the next wave of hit television, digital, and branded content to life.”
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