Objective adopts Panda for entertainment

All3Media-owned UK prodco Objective Productions has launched an entertainment arm and appointed an exec from Wall to Wall to run it.

Moira Ross

Moira Ross will take up the chief creative officer role at fledgling Panda Television in April.

It follows the launch of Second Star Productions, another new Objective label focused on factual entertainment and led by Deborah Sargeant, before Christmas.

Ross has been head of entertainment at Warner Bros-owned Wall to Wall for the last four years, executive producing BBC singing format The Voice for five seasons, plus other hit shows.

Prior to that she was editor of BBC Format Entertainment where she helped relaunch Strictly Come Dancing in 2010.

Ross said: “I’m looking forward to creating some fresh home-grown entertainment, and have no intention of taking my eye off the ball when it comes to Saturday night shows.”

Layla Smith, Objective’s CEO, added: “When it comes to entertainment, Moira’s track record speaks for itself – she is quite simply the best in the business.”