Alison Hurbert-Burns and Made Up Stories Launch New Australian Studio The Set Up

A New Powerhouse in the Australian Media Landscape

The Australian television and film industry is witnessing a significant shake-up as industry veterans Alison Hurbert-Burns, Bruna Papandrea, and Steve Hutensky announce the launch of a new production company, The Set Up. This strategic collaboration combines the sharp commissioning instincts of Hurbert-Burns with the global production pedigree of Made Up Stories, the studio behind acclaimed hits like Big Little Lies and The Undoing.

Hurbert-Burns, who is widely credited for her transformative role as the content chief at Binge, is set to lead the venture as CEO. Her tenure at Binge was marked by the successful commissioning of breakout hits such as the critically acclaimed comedy series Colin From Accounts. Her transition from executive commissioning to leading an independent production house signals a new phase for Australian content, which has seen an unprecedented surge in demand from global streaming platforms.

The Vision Behind The Set Up

At its core, The Set Up aims to bridge the gap between local Australian storytelling and the international market. By leveraging the existing infrastructure and creative network of Made Up Stories, the new studio is positioned to develop high-end scripted content that appeals to global audiences while retaining the unique, authentic voice of Australian creators.

"The objective is to create a home for bold, ambitious projects that can travel across borders," said sources close to the development. With Papandrea and Hutensky serving as co-founders, the company brings a wealth of experience in navigating the complexities of Hollywood co-productions. The synergy between Hurbert-Burns’ deep understanding of the local landscape and the international clout of the Made Up Stories team suggests that The Set Up will be a major player in the Pacific region's production ecosystem almost immediately.

Why This Matters for the Industry

The Australian production sector has been an increasingly vital hub for major studios and streamers. With the rise of local content mandates and the growing appetite for high-quality, non-US-centric narratives, the launch of The Set Up comes at a pivotal time.

Industry analysts note several key factors contributing to the excitement surrounding this launch:

• Proven Track Record: The founding team possesses a rare combination of commissioning experience and global production success.
• Strategic Positioning: By basing the company in Australia, the founders are tapping into a diverse pool of creative talent that has historically been underutilized in large-scale international projects.
• Streamer-Ready Content: Given Hurbert-Burns’ background with Binge/Foxtel, the team has intimate knowledge of what streaming platforms are actively looking for in the current media climate.

Looking Ahead: The Future of Australian Content

While details regarding the specific slate of projects currently in development remain under wraps, the industry expects The Set Up to focus on premium scripted drama and comedy. The partnership is expected to benefit from Made Up Stories' established relationships with major global streamers, potentially fast-tracking projects from the script phase to production.

For the Australian creative community, this represents a major opportunity. The presence of a well-funded, experienced-led production house provides a new pathway for writers, directors, and producers to get their work seen on a global stage. As the global media landscape continues to consolidate, independent studios like The Set Up are becoming the primary engines for innovation and cultural export.

As the company begins its operations, eyes will be on the first wave of announcements from the studio. If the past successes of the founders are any indicator, The Set Up is poised to become a cornerstone of the Australian production industry, setting a new standard for how local stories are packaged and sold to the world.