All3Media is launching Inner Drive Entertainment, a new US development label from Jon Barinholtz and Rob Belushi.
Inner Drive Entertainment is the second development label to join the U.S. division of All3Media-backed Studio Lambert. It follows the June 2025 launch of MindMeld Entertainment, run by veteran executive producers Jill Goslicky and Vivian Choi. Both labels strengthen All3Media’s strategic investment in format creation and talent partnerships across game, reality-competition, and broader unscripted genres.
Barinholtz and Belushi’s longstanding creative partnership began on the Chicago comedy scene 20 years ago and led to acting credits that include NBC sitcoms Superstore and American Auto (Barinholtz), CBS’s How I Met Your Mother and host of GSN’s Get A Clue (Belushi). The pair have since had a run of developing and producing unscripted formats – most recently as EPs on the gameshow The Perfect Line for CBS and GSN, with a 180-episode order.
Their success in entertainment formats, together with their focus on challenge shows, social experiment and reality competition, make them an exciting creative addition to the Studio Lambert team, which has hit shows such as The Traitors, Squid Game: The Challenge, and The Circle. Unscripted is the focus of All3Media’s U.S. group that also includes Bright Spot Content—home to Puppy Bowl, Philly Homicide, Seeking Sister Wife, Wear Whatever the F You Want, and Little People Big World – and Lion TV, producer of hit global format Cash Cab, together with true crime series Mean Girl Murders, Body in the Basement, and Playboy Murders.
Barinholtz and Belushi will work closely with Jack Burgess, President of Studio Lambert USA, alongside Chief Creative Officer Tim Harcourt and CEO Stephen Lambert in London.
Burgess said: “Jon and Rob have a rare creative energy, combining wit and originality in a way that seamlessly fits with Studio Lambert. I’m excited to be working with them and can’t wait to share what we are developing together.”
Jane Turton, CEO of All3Media, added: “Jon and Rob bring an exceptionally smart and exciting approach to format development. Plus, they are really interesting guys with real passion for entertainment in its broadest sense. I am delighted that they are joining Jack and the outstanding Studio Lambert team.”
Barinholtz and Belushi said: “Since our time coming up in Chicago, connecting playfully with audiences has been the spark that guides us. We apply that guiding principle to everything we create and develop. Jack, Tim, and Stephen get what we do and it’s such an incredible opportunity to join Studio Lambert and All3Media. They are the best of the best. We hope to be the Dennis Rodman to their ’95 Bulls and we will be dying our hair accordingly, but above all we can’t wait to get started doing what we love most: making big, joyful, and funny shows that excite people and keep them smiling long after.”
Jon Creamer
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