Independent feature production, financing, and distribution company Covert Media is taking its first step into television, naming former Electus development executive Saul Goldberg VP, Head of Unscripted TV.

This is the first hire for the new company that launched in August, following the appointment of Elizabeth Schwan as President, International. Goldberg will lead the company’s efforts to expand into episodic content with an initial focus on unscripted television and will report directly to Covert Media CEO Paul Hanson.

Backed by the full financing of private equity fund Media Content Capital, Covert Media has begun to expand early in its business plan beyond the core feature film market into strategic areas such as episodic content.

Goldberg began his career at WME before segueing to Electus in 2012 to work alongside founder Ben Silverman. As a creative executive there he developed a variety of concepts for television distribution. Goldberg currently serves as a producer on Fameless, David Spade’s new prank show on truTV, which he developed and sold to the network with Silverman and showrunner Kevin Healey.

“Saul is extremely talented with exceptional instincts, great relationships, and an impressive understanding of the rapidly evolving television and digital marketplace,” said Covert Media CEO Paul Hanson. “He is exactly the kind of executive we have been seeking to lead our burgeoning television activity.”

“This is a tremendously exciting opportunity to launch Covert’s TV platform at a time when audiences have never been more thirsty for original, quality content,” said Goldberg. “I am thankful to Anton, Sasha and Paul for their backing, and to Ben Silverman for his brilliant tutelage.”

As it ramps up its staffing and production slate, Covert will service and support the library and upcoming projects for MCC-owned QED, including Barry Levinson’s comedy Rock the Kasbah, starring Bruce Willis, Bill Murray, Zooey Deschanel and Kate Hudson; The Family Fang, directed by Jason Bateman, who co-stars with Nicole Kidman and Christopher Walken; Franny, directed by Andrew Renzi and starring Richard Gere, Dakota Fanning and Theo James; and Time Out of Mind, from writer/director Oren Moverman and starring Richard Gere.