A veteran television commissioning executive has launched a new production venture in partnership with an established Australian production firm. Hurbert-Burns, who previously led content strategy at the local streaming service Binge—where she greenlit several acclaimed dramas over a six-year tenure—will serve as chief executive of the newly formed studio. Papandrea and Hutensky, co-founders of the production company, join her in leading the enterprise, which aims to develop original scripted content tailored for both domestic and international audiences.

The company seeks to leverage Hurbert-Burns' background identifying commercially viable stories with broad appeal alongside the production team's track record of creating internationally distributed television and film. Made Up Stories, the established production house, will maintain its existing focus on US and global projects independently, whilst The Set Up concentrates exclusively on Australian-originated content. The partnership represents a combination of commissioning expertise and production capabilities, designed to offer complete packages including narrative, cast, and funding arrangements to potential broadcasters and streaming platforms.