MindShare's Man In Hollywood

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Name: Peter Tortorici

Age: 54

Who he is: He's a Los Angeles-based independent TV producer who is aligned with WPP's MindShare media services agency to create brand-friendly programming and is a key player in the company's recent development framework with ABC for scripted programming co-creation.

Where he's from: A former prosecutor, Tortorici has had a diverse range of experiences in entertainment. He started in sports production at ABC and went on to become president of CBS Entertainment, preceding Leslie Moonves. He's also served stints as president of Hispanic network Telemundo and was a senior executive at top TV producer Carsey-Werner Co.

What he's done: At CBS, Tortorici shepherded such hit shows as "Murphy Brown," "Northern Exposure" and "Picket Fences." At Carsey-Werner, he played a key role in the success of "Cosby" and "Third Rock From The Sun."

%%PULLQUOTE_RIGHT%% What's next: "All of us in the business realize we're kind of at a tipping point in terms of the business changing. Right now it's a point where we need more imagination and vision. It's not a time for the faint of heart." Tortorici will have to bring passion and patience going forward as one of the key players in the MindShare-ABC deal.

Stock-in-trade: "There are people in every area that I've worked in who are more experienced than I am, smarter than I am. But I guess my breadth of experience has allowed me to put them together and create something different."