MUMBAI: Sony Pictures Television (SPT) are launching a new U.K. production company called Electric Ray with the former British Broadcasting Company (BBC) entertainment commissioner Karl Warner. The name of the production company has been taken from Warner’s father’s nick name, who was an electrician.

The development team at Electric Ray will be run by Thomas O’Brien who helped create E4?s Party House and ITV2?s The Magaluf Weekender in his previous roles at Room 414 and Two Four, while Warner will run the new venture as the managing director. Based in London, Electric Ray’s plan is to produce content for UK broadcasters and international export across the factual entertainment and entertainment genres. Electric Ray will also collaborate with SPT’s U.S. and international production companies on development, while its U.K. shows and formats will be exported by SPT’s distribution arm.

Reportedly, Warner thinks that it’s an exciting time to launch an entertainment start-up as there is an appetite for shows that break new ground.