Letterkenny and Children Ruin Everything producer New Metric Media has hired former Bell Media execs Jeff Hersh and Bill Lundy as part of a strategic plan to expand the company from an indie prodco to an entertainment studio.

The Toronto and L.A.-based company has tapped Hersh (pictured left) as its first COO, while Lundy (pictured right) will serve as SVP, comedy.

Hersh will help drive the company’s strategic growth through acquisitions and partnerships, as well as identify opportunities for monetization and building out its operations. Lundy will develop the company’s comedy brands and its roster of talent in scripted, sketch and standup, across TV and live entertainment. Both report to New Metric Media founder and CEO Mark Montefiore.

As a studio, New Metric will focus on building global comedy brands through the vertical integration of IP and talent development, screen-based content, live entertainment and merchandising and licensing.

New Metric has also named industry veteran and WildBrain (formerly DHX Media) co-founder Steven DeNure as its strategic adviser in building its comedy franchises.

Hersh previously served as VP, strategy, OTT distribution and premium SVOD at Bell Media, leading the broadcaster’s direct-to-consumer strategy, including Crave and STARZ. He first joined Bell Media in 2013 after leading BCE’s acquisition of CTVglobemedia and Astral Media.

Lundy most recently served as SVP at Pier 21 Films, leading its comedy and drama scripted development, including its recent CBC sitcom Run the Burbs. Before that he was a production executive at Bell Media, overseeing development on series such as Crave original Letterkenny, CTV Comedy Channel’s The Beaverton and Just For Laughs: All Access. He first joined the company when it was under CTVglobemedia in 2007 after working in programming for Alliance Atlantis.

“We’re moving into a new and exciting phase of evolution at New Metric Media. This symbiotic approach will offer a rare opportunity for comedy brands to extend farther beyond the original medium they were created for,” said Montefiore in a statement. “The appointments of Jeff and Bill, and collaboration with Steve will provide us with the skills and experience to become a beacon for the best global comedy brands.”

New Metric’s Children Ruin Everything was recently renewed for a boosted second season, with CTV doubling the episode order from eight to 16. Its Letterkenny spin-off series Shoresy, meanwhile, has been acquired by U.S. streamer Hulu ahead of its Crave premiere later this year.