'Million Pound Drop' exec to join ITV Studios

ITV Studios has hired Nic McNeilis, the executive producer of Channel 4's The Million Pound Drop Live, as part of its drive towards "creative renewal".

McNeilis, co-developer of the Davina McCall-fronted gameshow, will join ITV from Endemol UK in May, becoming one of six creative directors for entertainment at ITV Studios.

She will be responsible for a range of entertainment programmes and work with the development team to pilot new primetime formats. McNeilis's executive production credits also include Soccer Aid and Comic Relief Does Fame Academy.

ITV chief executive Adam Crozier wants to revitalise the fortunes of production arm ITV Studios, which saw its revenues drop 12.5% in 2010 to £293m, with earnings falling by 11% to £81m.

McNeilis will report directly to Kevin Lygo, who Crozier hired from Channel 4 last year to become the new managing director of ITV Studios.

"Growing the ITV Studios business is dependent on developing and piloting a larger volume of new ambitious content and this means recruiting even more experienced creatives," said Lygo.

"I'm delighted to be welcoming Nic to join our team of entertainment creative directors, she is one of the most experienced and creative executive producers working in the industry today; with a background in developing and producing live primetime entertainment she is perfectly placed to be part of ITV Studios' next stage of growth."

Yesterday, it emerged that ITV is reportedly in talks with the US production company behind Disney On Ice to develop a new programme format.