David Abraham, the former boss of UK broadcaster Channel4, has launched Wonderhood Studios. The new TV production outfit will produce for traditional networks and streaming services but also includes a division that will serve as an agency for brands.

Abraham, who headed C4 between 2010-17, will serve as chief executive with Sachin Dosani, founder of media-focused investment bank ACF on board as managing director. Additional staff will be announced in due course. The new venture has seed backing from unspecified “UK and international” private investors and will work with “award-winning British creative talent.” The new operation will begin working on its first projects in June, including the development of new digital brands.

“We began our new creative company with a blank sheet of paper in order to align our thinking with the opportunities created by unprecedented levels of change,” Abraham said. “In a world of increasingly connected consumers, channels and platforms require content that is more highly differentiated while brand owners are seeking editorial skills to engage with audiences. Combining deep story-telling abilities with new forms of creativity will allow us to address both of these challenges.

“Our belief is that, now more than ever, great ideas will be energized by a richer cross-fertilization of skills,” he continued. “We aim to double down with some of the best creative and editorial talent – those eager to work in partnership to generate fresh ideas. True originality stems from talented people, working in a diverse and creatively liberating culture; that’s Wonderhood Studios.”

The new company mirrors Abrahams background. Prior to Channel4 he ran UKTV, Discovery’s UK networks and TLC in the U.S. Before that, he founded creative advertising agency St. Luke’s.

The respected executive, who was a vocal opponent of plans to privatize C4, left the broadcaster late last year and was replaced by former Foundry CEO Alex Mahon who became the first female CEO of a major UK broadcaster. TV hits during his tenure included Gogglebox, Come Dine With Me and Made In Chelsea while the broadcaster’s well known feature division, Film4, backed Oscar winners such as 12 Years A Slave and Room.