The Story Lab Australia has announced the appointment of Josh Butt (pictured above, left) to the newly-created role of head of program formats and development, based in Sydney.

Josh brings over 20 years’ experience writing and producing content for film, TV and advertising for various companies, including the ABC, Fairfax, NOVA Entertainment and most recently, MBA, where he was head of production.

In his new role, Butt will be responsible for helping deliver The Story Lab’s mission to create new, innovative models of investing, producing and distributing premium entertainment content that attracts audiences, broadcasters and advertisers.

Adriana Colaneri (pictured above, right), managing director of The Story Lab, said Butt’s appointment marks an important milestone in the company’s evolution Down Under.

“We live in an attention economy where the old model is being disrupted by technological innovation and changing consumer habits,” she said.

“Brands are finding it increasingly difficult to reach scaled audiences through advertising, while broadcasters are experiencing growing competition for eyeballs and to fund the production of premium entertainment content.

“The Story Lab is meeting this market demand through the design of new, innovative models that create value for both advertisers and broadcasters.

“Josh is a rare talent, combining creative strength and commercial acumen with his outstanding credentials in creating and producing premium content. He is representative of the new-breed entertainment specialists that we are attracting to The Story Lab.

“Josh will work with our global team in identifying potential partners and IP projects from Australia for investment, production development and distribution.”

Commenting on his appointment, Butt said: “I’m ecstatic to be joining The Story Lab Australia. The product offering is unique in market, and the opportunities it presents to work with great content producers and network partners to create and grow new formats is exciting.

“I look forward to working under Adriana’s inspiring leadership to achieve our global vision.”