Alison Hurbert-Burns, the esteemed Australian television executive, together with Bruna Papandrea and Steve Hutensky of the acclaimed production company Made Up Stories, are driving a significant transformation in the Australian film industry. Their newly launched venture, The Set Up, rooted in Sydney, marks a pivotal expansion of Australian production that aims to bring premium, locally developed series to the global stage. This partnership leverages Hurbert-Burns’ deep industry insights and commissioning prowess with Made Up Stories’ international production expertise, creating a powerful force in content creation and film development.
As the media landscape evolves rapidly in 2026, The Set Up embodies a bold vision to package high-quality Australian television that resonates worldwide. This expanding production hub will not only provide a platform for Australian talent but also enhance the country’s footprint in cinema Australia by delivering stories that blend distinctive local flavors with universal appeal. Their strategy underlines the growing relevance of Australian narratives, proving that media companies like Made Up Stories are instrumental in positioning Australia as a leading content creation powerhouse.
Strategic Alliance of Alison Hurbert-Burns and Made Up Stories in Australian Production Expansion
The collaboration between Alison Hurbert-Burns and Made Up Stories represents a carefully crafted strategy to redefine the scope of Australian content creation. Hurbert-Burns, formerly the content chief at BINGE, with a proven track record in commissioning notable series such as Colin From Accounts, brings unparalleled knowledge of audience preferences and commissioning nuances. When aligned with Bruna Papandrea and Steve Hutensky, co-founders of Made Up Stories—producers behind critically acclaimed international hits like HBO’s Big Little Lies and Hulu’s Nine Perfect Strangers—this partnership is a powerhouse of creative and executive talent.
The Set Up is positioned as more than just a production company; it is a hybrid enterprise that integrates the financing, development, and packaging of Australian intellectual property aimed at global broadcasters and streaming giants. This approach not only elevates the quality of Australian television but also secures a consistent pipeline of competitive content for international markets, a key aspect in today’s dynamic media environment. By targeting the intersection of local storytelling and global demand, the venture underscores the international potential of Australian productions.
One key element of this alliance is its structure. Alison Hurbert-Burns serves as CEO and Co-Founder, highlighting her leadership in shaping the company’s vision and operations. Alongside her are Papandrea and Hutensky, whose production acumen and international connections provide a strategic edge in content development and distribution. This executive team is rounded out by Casey Haver, Jeanne Snow, and Katie Amos, reinforcing the company’s commitment to strong, diverse leadership from both creative and business perspectives.
Impact on Australian Film Development and Industry Landscape
The launch of The Set Up marks a defining moment in Australia’s film development scene. This new venture addresses a pressing need for high-caliber, scalable content tailored for global consumption, signifying a shift from purely national broadcasts to a model that embraces the international marketplace. This pivot aligns with broader trends in content consumption, especially streaming platforms’ hunger for fresh, localized productions with universal appeal.
Historically, Australian productions have experienced challenges in gaining international traction due to smaller-scale budgets and limited market reach. However, with The Set Up’s blueprint, these barriers are being systematically reduced. The company’s focus on packaging projects with clear IP ownership, casting renowned talent, and securing strong financing frameworks exemplifies modern film development practices that ensure productions are attractive to global buyers.
A notable example of this approach is Made Up Stories’ previous successes with international projects like The Dry, one of Australia’s highest-grossing films, and its sequel released recently. Such successes provide a blueprint for how local stories can achieve wide acclaim and commercial viability abroad, which The Set Up plans to emulate and expand upon by harnessing local creativity in broader formats.
The Role of Alison Hurbert-Burns in Shaping Premium Australian Content Creation
Alison Hurbert-Burns is an influential figure in Australia’s television and streaming ecosystem, having crafted original content strategies during her tenure as Executive Director for Commissioning and Content at Foxtel’s BINGE platform. She played a critical role in commissioning and nurturing series that spotlight Australian stories with international resonance, such as Colin From Accounts, Mix Tape, and The Twelve.
Her departure from the DAZN-owned Foxtel in 2025, after six impactful years leading commissioning, marked the beginning of a new chapter focused on production rather than acquisition. Hurbert-Burns brings to The Set Up a keen eye for market trends, audience tastes, and reliable methodologies for launching content that stands out both nationally and internationally.
One of her key strengths is understanding the delicate balance between Australian cultural authenticity and universal storytelling—a crucial ingredient for content aimed at diverse global audiences. This understanding will be pivotal as The Set Up curates a slate of premium series, ensuring each project not only thrives at home but also finds a place on top-tier international streaming and broadcast platforms.
Emphasizing Quality and Reliability in Content Creation
In today’s fast-evolving media landscape, broadcasters and streamers demand content that is consistently engaging and of premium quality. Hurbert-Burns’ background enables The Set Up to meet these demands head-on by integrating a commissioner’s discipline into production workflows. This means a rigorous focus on story development, robust talent packaging, and securing financing that balances creativity with commercial viability.
By fostering this pipeline, the company mitigates risks for both content creators and distributors, enhancing the attractiveness of Australian productions on the international stage. It is a model that champions reliability and quality while empowering Australian talent and creators, which in turn solidifies Australia’s position in the competitive global content market.
Made Up Stories’ Global Production Influence and Expansion into Australian Content
Made Up Stories is widely recognized for its impactful contributions to international television and film, with productions such as The Undoing and Nine Perfect Strangers capturing audiences worldwide. Their expansion into Australian production, manifested through The Set Up, signals a strategic move to deepen their roots in cinema Australia and to amplify the reach of Australian stories.
Retaining its US and international operations, Made Up Stories continues to build a varied slate of TV and film projects while designating The Set Up as a Sydney-based entity dedicated solely to Australian content. This dual structure optimizes focus and resource allocation, allowing each branch to excel within their respective markets.
What distinguishes Made Up Stories is their reputation for combining artistic excellence with commercial success. Their prior collaborations with Alison Hurbert-Burns, including producing record-breaking dramas and literary adaptations, have set a strong foundation for this latest venture. This synergy between seasoned commissioning and world-class production strengthens Australia’s media company landscape, positioning it as a competitive player internationally.
Table: Key Projects by Made Up Stories and Australian Industry Impact
| Title | Format | Platform | Impact on Australian Production |
|---|---|---|---|
| The Dry | Feature Film | Theatrical Release | One of Australia’s highest-grossing films, reinforced global interest in Australian stories |
| Big Little Lies | TV Series | HBO | International acclaim boosting Australian production prestige |
| The Lost Flowers of Alice Hart | TV Series | Prime Video Australia | Highlighted Australian landscapes and storytelling for global audiences |
| Nine Perfect Strangers | TV Series | Hulu | Demonstrated versatility of Australian producers in delivering premium content |
The Set Up’s Vision: Packaging Australian Stories for Global Broadcast and Streaming
The Set Up operates with a clear mission: to find and develop uniquely Australian stories that have the potential to captivate viewers worldwide. The company’s focus on packaging intellectual property (IP), harnessing local talent, and securing necessary financing is pivotal in crafting productions that travel well beyond Australia’s shores.
This packaging process involves identifying promising scripts, attaching high-caliber talent both in front of and behind the camera, and crafting financial models that make projects viable to international investors and broadcasters. Such a system integrates creative and business elements, thereby increasing the success rate of projects pitching for global distribution.
An essential aspect of this vision is marrying the commissioner’s insight with top-tier production capabilities, ensuring content is tailored from inception to meet market demands. This approach not only supports Australian creatives but signals to the wider industry that Australia can reliably produce and export premium television and film.
List: Core Advantages of The Set Up’s Production Model
- Strong IP Ownership: Ensures original stories have clear rights, enabling smooth international sales.
- Expert Talent Packaging: Connects scripts with actors and creatives who enhance the marketability.
- Financing Expertise: Crafts sustainable budgets that attract global investment without compromising quality.
- Commissioner-led Development: Implements audience-driven content strategies tailored for success.
- Global Market Focus: Designs projects with universal themes anchored in Australian culture.
Current Trends in Australian Content Creation and their International Implications
Content creation in Australia is undergoing a renaissance, driven by increasing demand across streaming platforms and broadcasters for diverse, authentic stories. Producers and media companies, including The Set Up, are capitalizing on this trend by elevating local narratives that combine cultural specificities with accessible themes.
Platform drivers such as Netflix, Prime Video, and Hulu actively seek fresh regional content, making Australian productions a high priority. These opportunities encourage innovation and ambitious storytelling, with creators motivated to develop stories that balance unique Australian experiences with elements that resonate internationally.
The significance of this rise cannot be overstated. Not only does it create jobs and invigorate local economies, but it also transforms Australia into a vital contributor to the global content ecosystem. Strategic partnerships like that of Alison Hurbert-Burns and Made Up Stories demonstrate the potential scale and impact of such developments, reinforcing the country’s standing as a media production hub.
Challenges and Opportunities in Expanding Australian Production for a Global Audience
Despite favorable trends, expanding Australian production onto the global stage presents unique challenges. Financing remains a complex issue, as balancing budget constraints with the production of high-quality content is intricate. Ensuring that Australian creatives receive recognition and adequate support while meeting the expectations of international markets requires careful navigation.
Moreover, competing with established production centres in the US, Europe, and Asia necessitates strategic positioning. Made Up Stories and The Set Up address these challenges by crafting content that is both identifiable and competitive on merit, backed by solid financial structures and distribution partnerships.
This environment also offers abundant opportunities. The global demand for authentic voices and fresh perspectives creates a welcoming space for Australian stories. When managed with insight and creativity, these opportunities can transform Australia’s media landscape, enhancing cultural exchange and economic outcomes.
Key considerations for successfully scaling Australian productions internationally:
- Prioritize stories with both local significance and international appeal.
- Establish strong partnerships with global distributors and streaming platforms.
- Leverage Australia’s unique locations and talent pools to differentiate productions.
- Ensure transparent and sustainable financing models that attract investment.
- Invest in leadership and creative teams with international experience.
Building a Lasting Legacy Through Australian Production Expansion
The joint venture between Alison Hurbert-Burns and Made Up Stories transcends commercial priorities by aspiring to build a lasting legacy for Australian storytelling. Their focus on quality, sustainability, and innovation reflects a commitment to not only creating engaging content but also nurturing the next generation of Australian writers, directors, and producers.
This generational perspective is essential for maintaining long-term growth within the Australian film industry. By setting standards for premium output and demonstrating the viability of Australian productions on the world stage, The Set Up acts as a catalyst for industry-wide evolution. This will spur more opportunities for local creatives and inspire confidence among investors and broadcasters alike.
Ultimately, this expansion is about more than just television or film—it’s about culture, identity, and Australia’s voice in a global conversation. An informed, ambitious media company can stimulate broad interest in Australian cinema and television, ensuring that local stories with universal truths continue to reach hearts and minds worldwide.
Who is Alison Hurbert-Burns and what is her role in The Set Up?
Alison Hurbert-Burns is a prominent Australian television executive known for her commissioning expertise, formerly at BINGE and Foxtel. She serves as CEO and Co-Founder of The Set Up, leading the company’s strategy to develop and package premium Australian series for global audiences.
What makes Made Up Stories a significant player in the Australian production scene?
Made Up Stories is an acclaimed production company co-founded by Bruna Papandrea and Steve Hutensky, known for international hits like HBO’s Big Little Lies. Their expansion into Australian content through The Set Up combines their global production experience with local storytelling to boost Australia’s media industry.
How does The Set Up plan to ensure international success for Australian productions?
The Set Up focuses on strong intellectual property ownership, expert talent packaging, financing expertise, and a commissioner-led development process that aligns with audience preferences, ensuring projects are competitive and appealing to international broadcasters and streaming platforms.
What are the main challenges in Australian production expansion?
Key challenges include securing sustainable financing, balancing creative integrity with commercial viability, and competing against well-established international production hubs. Strategic partnerships and targeted content development are crucial to overcoming these obstacles.
How does this expansion benefit Australian creatives and the local economy?
By increasing international demand for Australian content, this expansion creates job opportunities, encourages investment in local talent and resources, and enhances Australia’s cultural export profile, contributing significantly to the national economy and creative industries.
For further insights, you can explore details about Australian production and the evolving film industry landscape at this media analysis and a deep dive into content creation strategies at Glann’s specialised blog.