Nellie Andreeva

levinFormer WB Network and Generate CEO Jordan Levin will try to combine his network development and digital skills in a new role as EVP of Xbox Entertainment Studios, reporting to Xbox Entertainment Studios president Nancy Tellem. He will be responsible for development and production of scripted and unscripted content for Xbox and other Microsoft devices — an area where the service has been slow to establish a foothold. Levin had been in play since October when Alloy Digital and Break Media merged to form Defy Media. Following Alloy’s 2012 acquisition of Generate, which Levin co-founded, he served as president of Alloy Digital in addition to his role of Generate CEO. In the merger with Break, Keith Richman was named president of Defy Media. “Jordan Levin offers a unique blend of traditional media experience, technical knowledge and entrepreneurial spirit that sets him apart from others in the industry,” said  Tellem. At Xbox, Levin joins a growing team of senior executives, which includes SVP, Creative Jada Miranda. It is unclear whether Miranda will report to Jordan. “After envisioning Generate nearly 10 years ago with the goal of creating content and developing talent across converging screens and platforms, then selling our company to Alloy Digital two years ago and helping to grow it into Defy Media today, I am energized by the potential of this new position,” Levin said.

Xbox announced its first scripted series, Halo, almost a year ago but the project is still in the deal-making phase as the service is going through the growing pains of establishing a business template for original content. It has put several other scripted projects in development, including a music series based on rapper Nas’ life, and has greenlighted an unscripted street soccer series and a series of documentaries about the start of the digital revolution.

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