Elisabeth Murdoch’s Shine hires former NBC executive Vivi Zigler

Long-time NBCUniversal executive Vivi Zigler is joining Elisabeth Murdoch’s television production company, Shine America, to oversee branded entertainment for the company.

Zigler left NBC two months ago as part of a reorganization engineered by Bob Greenblatt, NBC Entertainment chairman. Zigler had been in charge of NBC’s digital entertainment unit, which since has become more focused on promoting NBC shows rather than creating new entertainment content.

A few weeks after leaving NBC, Zigler was in Britain meeting with Murdoch to get a better feel for Shine -- the London-based global production company that Murdoch last year sold to News Corp., the media colossus run by her father Rupert Murdoch, for $673 million.

Shine America on Tuesday named Zigler president of its sub-group called Shine 360°. She will be responsible for licensing, digital initiatives and “live experiences,” for the company, which includes a line of “MasterChef” cookbooks and meal delivery into homes.

“When something right comes along, you’ve got to go for it,” Zigler said in an interview. “And this was absolutely the right move for me. This group is all about creating content.”

Shine produces “The Biggest Loser,” “Master Chef” and an upcoming series for Oxygen (a channel owned by NBCUniversal) called “The Face” with Naomi Campbell.

Zigler’s arrival next month at Shine America coincides with the formal launch, in the U.S., of Shine 360°, which is the global commercial and rights management division. Shine 360° has offices in London, Paris, Stockholm and Sydney, Australia. Her portfolio, which includes consumer products and “live experiences,” is eclectic.

“I’m going to be doing every single thing except create television shows,” Zigler said.

Carl Fennessy, Shine America’s chief executive, added: “We are bringing her here to help us build relationships and drive new businesses.”

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