When Britain’s All3Media in December exercised its option to buy out Stephen Lambert’s Studio Lambert after backing it financially at the 2008 launch, it launched All3Media America. All3Media America absorbed the Eli Holzman-run Studios Lambert USA, which ceased to exist as a separate company. (UK-based Studio Lambert remained autonomous, becoming an All3Media company whose US programming was to be produced by All3A, now headed by Holzman as president with Lambert serving as chairman.) The plan was to split Studio Lambert USA into two groups rebranded as AllMedia America. The producing and business infrastructure would be shared by all the different All3-owned production companies when they produce in the U.S., including Studio Lambert, with direct creative guidance from format originators and creative executives at each individual All3-owned outfit. Holzman’s former Studio Lambert USA creative team, headed by Aaron Saidman, took over the creative aspects, overseeing all shows, both Stephen’s UK formats produced in America and home-grown series and pilots, including CBS’ Undercover Boss and NBC’s upcoming Million Second Quiz.

However, under that arrangement, on the creative side, Studio Lambert UK didn’t have anyone on the ground in the U.S. coming up with new shows that Studio lambert would own, as the team that used to do that was All3Media’s and no longer under Studio Lambert’s management. That’s why a decision was made to hire someone to create American Studio Lambert shows once again, with Greg Goldman, formerly of Renegate 83 and RDF USA, tapped for the job.