What's Happening?
Made Up Stories, a production company, has partnered with former BINGE/Foxtel and Nine/Stan executive Alison Hurbert-Burns to establish a new television venture called The Set Up. Based in Sydney, Australia, this new company will focus on developing and packaging
premium Australian series for global broadcasters and streaming platforms. Hurbert-Burns will serve as CEO and co-founder alongside Made Up Stories' Bruna Papandrea and Steve Hutensky. The Set Up aims to combine Australian stories, creative talent, and financing to produce series for both local and international audiences, actively pursuing global co-productions and partnerships. The company already has a pipeline of projects slated for production starting in 2027 and will also seek projects from third-party Australian producers and creatives. This initiative builds on previous collaborations between Hurbert-Burns, Papandrea, and Hutensky, including the Australian series 'Strife' and the upcoming 2025 Liane Moriarty adaptation 'The Last Anniversary,' which is an international co-production.
Why It's Important?
This new venture signifies a strategic move to bolster the global presence of Australian television content. By focusing on 'packaging premium Australian series' for international distribution, The Set Up aims to meet the increasing demand from streamers and broadcasters for high-quality, engaging content. Alison Hurbert-Burns's experience on the commissioning side of the industry provides a unique 'commissioner's lens' to identify stories with broad international appeal, ensuring reliability and consistency in content delivery. This initiative could lead to more Australian productions gaining international recognition and investment, creating new opportunities for Australian creatives and production talent. For U.S. and international streaming platforms, it offers a dedicated source for diverse and premium content, potentially enriching their offerings and attracting new audiences. The emphasis on global co-productions also suggests a model that could foster stronger international partnerships within the entertainment industry.
What's Next?
The Set Up is preparing a pipeline of projects for production starting in 2027, indicating that new Australian series developed under this venture will begin to emerge in the coming years. The company will actively source projects from third-party Australian producers and creatives, suggesting an open call for submissions and collaborations within the Australian television industry. Made Up Stories will continue its broader film and television slate with U.S. and international partners, while The Set Up will operate as a dedicated Australian entity, leveraging local talent, locations, and production incentives. This dual approach suggests a continued focus on both global and localized content strategies. Future announcements are expected regarding specific projects and partnerships as The Set Up solidifies its slate and begins production.
Beyond the Headlines
The launch of The Set Up reflects a broader trend in the global entertainment industry where content creators are increasingly looking beyond traditional markets to find and develop compelling stories. This venture highlights the growing recognition of Australian creative talent and storytelling on the international stage. The strategic partnership between a seasoned production company like Made Up Stories and an executive with extensive commissioning experience like Alison Hurbert-Burns underscores a sophisticated approach to content development and distribution. It also points to the evolving landscape of television production, where targeted approaches to content creation, focusing on cross-border appeal and diverse narratives, are becoming crucial for success. This model could serve as a blueprint for other regions seeking to amplify their local content globally, fostering cultural exchange and diversifying the global media landscape.
