Sony Pictures Television has acquired a majority stake in 32 Flavors, the production company behind Bravo hits like Vanderpump Rules and The Valley, marking a significant expansion into unscripted programming for the studio.
The deal, which had been in negotiations for several months, recently closed according to Deadline. Alex Baskin, who founded 32 Flavors in 2023 after leaving his role as president of Amazon-owned Evolution Media, will continue as CEO of the company under Sony's umbrella.
Katherine Pope, president of Sony Pictures Television Studios, highlighted the strategic fit. "Alex is one of the most passionate and hardest-working people in this business, with an impressive track record of building durable, culture-driving franchises," Pope said. "This deal reflects our broader strategy to invest in best-in-class creative talent and scale distinctive, globally relevant IP."
Baskin echoed the positive outlook in his own statement. "32 Flavors has been on a remarkable trajectory, and with Sony's support, we expect that momentum to accelerate meaningfully," he said. "Sony's scale, track record, and talent-first approach allow us to build on that momentum at a greater level without compromising the integrity and entrepreneurial spirit that defines the company."
The acquisition comes at a time of transition for Sony's unscripted division. Earlier this year, nonfiction chiefs Eli Holzman and Aaron Saidman, who founded The Intellectual Property Corporation, exited the business, shifting oversight of Sony Pictures Television Nonfiction to Pope. Despite that change, the studio moved forward with the 32 Flavors purchase.
Baskin has built a reputation for character-driven reality series. His credits include The Real Housewives of Beverly Hills, The Real Housewives of Orange County, and the recent spinoff The Valley: Persian Style. The company is also producing Still Flipping Out for Bravo with Jeff Lewis and has joined the second season of Hulu's Love Thy Nader.
Looking ahead, Baskin recently secured a greenlight for a Vanderpump Rules spinoff set in Las Vegas, aiming to follow a new cast connected to the original SUR-based series. He has also expanded into true crime with the podcast Once Upon A Con and the Netflix video podcast Shut Up Evan.
At Deadline's Reality TV Summit, Baskin discussed the current appeal of character-based shows over celebrity-driven formats. "Celeb shows have an obvious appeal, and they're easy to market. But the challenge that we found is celebrities are not always open, and so I think the audience is tired of that," he noted. He added that viewers seek more depth than what social media provides.
Baskin described 32 Flavors' programming as covering various life stages. "When you come to LA and you are attractive enough and you need to earn a living, then you start at Sur, and you're on Vanderpump Rules. Then I think that you may either move to the Valley, in which case you're on The Valley, or if you're Persian and you move to the valley, well, that's another show," he joked.
The broader Sony Pictures Television Nonfiction portfolio includes 19 Entertainment, known for Idol and So You Think You Can Dance, as well as Sharp Entertainment, producer of 90 Day Fiancé. Other banners under the division are B17, This Machine, and Maxine Productions, which has delivered true-crime series such as Quiet on the Set: The Dark Side of Kids TV.
Sony's game show operations, led by President Suzanne Prete, produce long-running titles including Wheel of Fortune and Jeopardy! and report directly to Sony Pictures Television Chairman Keith LeGoy. Baskin was represented in the transaction by Ron Wilkes and Bryan Bowles of Bryor Media Partners along with Wilkie Farr & Gallagher LLP.
Industry observers note that the move strengthens Sony's position in premium nonfiction at a moment when returnable formats continue to draw strong audience interest across platforms. Baskin and Pope both emphasized preserving the company's creative independence while gaining access to greater resources.