Malcolm Gerrie, a key figure in developing music programming for British TV, has launched a new venture. Based in London, Gorgeous Entertainment has been primarily established to create new content ac

Malcolm Gerrie, a key figure in developing music programming for British TV, has launched a new venture.

Based in London, Gorgeous Entertainment has been primarily established to create new content across a range of genres, including music. It will also leverage programming rights beyond traditional broadcasting into mobile and digital media platforms.

"There is real opportunity in the market right now, not only because of the prominence of new digital platforms but also changes in consumer attitudes towards programming itself," comments Gerrie in a statement issued today (March 16).

Gorgeous is financially backed by London-based media investment and advisory business Ingenious. According to the statement, Ingenious will provide a "significant investment capability" to support the start-up's activities.

Speaking on the new company, Ingenious founder and chairman Patrick Patrick McKenna says, "Gorgeous has all the characteristics of the new breed of progressive media company that Ingenious is looking to back and we are very excited that Malcolm is at the helm."

Gerrie recently departed as chief executive of U.K. TV production company Initial after 18 years at the helm.

In the 1980s and 1990s, he developed U.K. music programs "The Tube" and "The White Room" for national broadcaster Channel 4. From 1993 to 2000, he presided over Initial's production of the annual BRIT Awards TV show. More recently, he oversaw the launch of the annual televised U.K. Music Hall of Fame event.