ON TV, INC.

What ON TV, INC. does

ON TV, INC. is a Los Angeles-based entertainment services firm founded in 2010 by Johnnie Raines, operating an integrated three-service platform focused on unscripted television and digital content. The company provides (i) Casting Services, using technology to capture and share talent links for rapid identification and placement in reality TV, commercials, music videos, and digital content; (ii) Development Services, packaging unscripted and branded content concepts around talent personalities and producing proof-of-concept materials; and (iii) Producing Services, covering field interviews through post-production, story development, and talent contract management. The firm runs a lean 11-employee operation under partner-level oversight from founder Raines and Director of Development James LaGrappe (joined 2016), supported by an extended team of producers, casting associates, editors, and stylists.

The client roster spans major U.S. broadcast and cable networks — ABC (The Bachelor, Bachelorette, Supernanny, Celebrity Wife Swap), BYUtv (Relative Race across multiple seasons including Season 9), OWN (Iyanla Fix My Life), and Lifetime — alongside advertising clients such as Chevrolet and Shari's Berries. Beyond network work, ON TV has built a talent development practice around public figures including Laura Wasser, Judge Lynn Toler, Greg Brenner, and Jackie Siegel, with associated podcast production (Divorce Sucks!; Judge Lynn's Emotional Genius) distributed via iHeart Radio/PodcastOne, representing a move into owned-IP-adjacent content beyond pure-for-hire casting.

Revenue is generated through project- and quote-based B2B professional services fees, with go-to-market driven primarily by direct relationships to show producers, network executives, content creators, and brand clients. Marketing presence is modest: company website, blog, Instagram, and industry referrals. Raines' prior casting-producer credit history on The Bachelor and Bachelorette anchors the firm's credibility, and founder tenure of 25+ years in unscripted TV supports the relationship advantage. No funding rounds, M&A activity, geographic expansion, or AI/ML capability disclosures appear in the source record.

Name

ON TV, INC.

Legal name

ON TV, INC.

Website

https://ontvincorporated.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

ON TV, INC. is a Los Angeles-based entertainment services firm providing casting, development, and producing support for unscripted television, commercials, podcasts, and digital content for major U.S. broadcast and cable networks and brand clients.

Ownership category

akta.pro rank

Product category

Entertainment Casting & Production Services

NAICS

Motion Picture and Video Production (51211), Motion Picture and Sound Recording Industries (512), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Motion Picture & Video Tape Production (7812), Services-Advertising Agencies (7311)

akta.pro primary industry

Casting & Talent Services (Casting, Background, Talent Holding) (MPADAFAI)

akta.pro secondary industries

Unscripted/Reality TV Production (Live-Action) (MPADABAC), Production & Talent Services (Casting, Crew, Production Management) (MPAAAMAF)

Keywords

• Reality tv casting
• Talent casting services
• Unscripted content production
• Commercial casting agency
• Talent development

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Casting Services: Providing talent casting for reality TV shows, commercials, music videos, and digital content. Delivers talent in volume with nationwide reach for production companies and networks.
2. Talent Development & Packaging: Developing talent-driven content concepts, creating proof of concept materials, and packaging talent for media brands across unscripted and branded content formats.
3. Producing Services: End-to-end producing from field interviews through post-production, including managing shoots, handling talent contracts and releases, and story development throughout production.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

ON TV, INC. is a Los Angeles-based talent-driven entertainment company that provides casting, development, and producing services for reality TV shows, commercials, music videos, and digital/online content. The firm delivers high-volume, nationwide casting for network unscripted programming and branded content, then develops and produces story-driven content around the talent it places.

Product overview

ON TV, INC. is a Los Angeles-based entertainment company offering an integrated suite of casting, development, and producing services for reality TV, unscripted content, commercials, and digital media. The company specializes in finding and developing authentic talent with compelling stories. Their core offerings consist of Casting Services (reality TV, commercials, digital content), Development Services (unscripted and branded content), and Producing Services (talent-driven production). The company maintains a portfolio of projects including reality shows like 'Relative Race' (BYUtv), 'Iyanla Fix My Life' (OWN), and '9 Months with Courtney Cox,' as well as branded content for talent including Laura Wasser, Judge Lynn Toler, Greg Brenner, and Jackie Siegel. They also produce podcasts including 'Divorce Sucks!' and develop online media brands for their talent clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Casting Services Talent-driven casting services for reality TV shows, commercials, digital documentaries, and high-volume actor-driven campaigns. The firm finds authentic talent with unique stories and delivers them at volume with nationwide reach using a technology-enabled link-sharing process for the fastest talent-lock turnaround.
• Development Services Unscripted and branded content development around talent, including idea creation, format identification, and proof-of-concept production across multiple media formats. Delivered as a full-service development package for networks, brands, and personalities.
• Producing Services Story-driven, talent-focused producing from field interviews through production and post, covering music videos, commercials, soap operas, and reality shows. Includes managing shoots, handling talent contracts and releases, shepherding talent through intense interviews, and further developing their story throughout production.

Quantifiable outcome

• Fastest casting turnaround time in the industry
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Shed MediaminorOthers · 1 January 2010Johnnie Raines oversaw casting for current programming at Shed Media prior to founding ON TV, INC. This represents prior employment experience rather than a current business partnership.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Endemol Shine North America: Large unscripted production company behind formats such as Big Brother, MasterChef, and Wipeout. Comparable to ON TV, INC. as a major buyer of casting services and direct competitor for unscripted production talent and IP.
• Shed Media: Established unscripted production company behind formats like Supernanny and other reality franchises. Comparable to ON TV, INC. as a prior employer of founder Johnnie Raines and as a larger player in the same unscripted casting and producing ecosystem.

Direct peers

• Grant Wilfley Casting: LA-based casting agency handling reality, documentary, and unscripted television. Directly comparable to ON TV, INC. in specializing in reality TV casting and serving network and cable production clients.
• Breakdown Services: Long-standing casting platform and submission service used across Hollywood productions. Comparable to ON TV, INC. in providing technology-enabled casting infrastructure that talent and casting directors rely on for high-volume talent searches.
• Backstage (Cast It): Casting platform and industry publication serving actors and casting professionals across TV, film, and commercials. Comparable to ON TV, INC. in delivering talent discovery tools and serving the same producer/director customer segment.
• 44 Blue Productions: Independent unscripted production company producing reality and docuseries for cable and streaming networks. Comparable to ON TV, INC. in serving the same network/cable reality-TV customer base and competing for casting and producing assignments.
• Marci Liroff Casting: Veteran casting director with credits across film, television, and commercials. Comparable to ON TV, INC. as an independent casting shop serving entertainment clients with relationship-driven, project-based engagements.
• Telsey + Company: Premier New York/LA casting agency for film, television, theater, and commercials with credits on major network and streaming productions. Comparable to ON TV, INC. in providing casting services to high-end unscripted and scripted television projects.
• Casting Networks: Leading online casting platform connecting actors with casting directors across film, TV, and commercials. Directly comparable to ON TV, INC. as a casting-services provider for unscripted and scripted content, with overlapping customer base of production companies and networks.

Others

• iHeart Podcasts / PodcastOne (Branded Audio Partners): Major podcast networks that distribute and produce audio content. Comparable to ON TV, INC. as distribution partners for its branded podcast output (Divorce Sucks!, Emotional Genius with Judge Lynn), illustrating overlap in the talent-to-content development pipeline.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ontvinc
• Facebookfacebook.com/ontvinc
• Instagraminstagram.com/ontvinc
• LinkedInlinkedin.com/company/ontvinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ON TV, INC.