Former A+E chief Edward Sabin launches new LA prodco; offers low-cost content

Edward Sabin

Edward Sabin, the former head of international at A+E Networks has launched Cypher Content, a new production and development outfit aimed primarily at the US market.

Also being launched under the Cypher banner is Embarcadero Pictures, which was created in partnership with Argentinian producer Gerardo Brandy, and his LatAm-based prodco Nippur Media. Embarcadero is already working on a range of projects with US producers and showrunners, as well as networks and streamers.

Both companies will be based in Los Angeles and plan to offer a “unique production and business model” that will see Embarcadero produce content for US networks and platforms at “significantly” reduced cost by making use of LatAm-based production resources alongside US creative and showrunning talent.

Until last year, Sabin was executive MD of international at A+E Networks, where he spent four years. He managed all aspects of the company’s growth in LatAm, Canada, Asia, India, Australia and New Zealand and led operations for the group’s international channels. He oversaw all partnerships, program sales and original production in those territories, and spearheaded digital strategy and initiatives.

Prior to his time at A+E, Sabin was COO at Discovery Channel and TLC, as well Science Channel and Velocity. He also served as VP of business development and operations at Fox Television Studios, where he worked for seven years.

Gerardo Brandy

Brandy’s Nippur Media, meanwhile, has studios in Argentina, Mexico City and Sao Paolo, as well as Miami. He has produced localised versions of hit formats such as The Real WorldWhat Not to Wear and Drunk History.

Sabin commented: “Even before having to navigate the changes we face now due to COVID-19, as an industry we were already focused on managing production costs. It’s part of every conversation I am having with U.S. networks and platforms, which is why I see the launch of Cypher Content and Embarcadero Pictures as so timely and relevant. We will demonstrate that the dichotomy of a decade ago – choosing between high quality and cost efficiencies – is a false one. We believe that launching this first-of-its-kind venture will revolutionize the way storytelling is brought to life for U.S. viewers.”

As part of the deal with Sabin, Nippur’s production services and resources will be exclusive to Embarcadero Pictures in the US and other English-language territories.

Brandy added; “I have a long history delivering hit programming to top global buyers, and I am confident that by partnering with Edward Sabin, one of the most experienced and respected senior executives in the global television business, we can leverage for the U.S. market and beyond the skill and efficiencies I have refined over the last two decades in this industry.”

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