The Voice exec launching new Objective prodco

Moira Ross has left Warner Bros.-owned Wall to Wall to set up Panda Television, a new production label at Objective.

Ross, who was head of entertainment at Wall to Wall and has exec produced the UK version of The Voice for five years, will move to All3Media-owned Objective in April.

As chief creative officer of Panda, her new prodco will focus on primetime entertainment shows.

The BBC is currently looking for a big Saturday night show to replace The Voice, which is moving to ITV, and Ross said she will be looking to get big primetime series away.

She 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.”

Prior to Wall to Wall, Ross was editor of BBC Format Entertainment, working on series including Strictly Come Dancing, So You Think You Can Dance and Eurovision Song Contest.

She also has international experience, having show-run Dance Wars and two series of Dancing with the Stars for US network ABC.

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

It has been a busy period for Objective, which has brought in several new faces after its founders and several senior execs exited last year.

In December it launched new fact-ent banner Second Star, marking the most recent change at the business.