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Mark Burnett gets Good Housekeeping seal and deal with Hearst

By April MacIntyre Apr 11, 2011, 18:20 GMT

03/15/2011 - Christina Aguilera and Mark Burnett - NBC\'s "The Voice" Press Conference - A Center Studios, 1201 W. 5th Street - Los Angeles, CA, USA © Andrew Evans / PR Photos

Mark Burnett and Hearst Corporation will create a new production company, with Hearst acquiring an interest in Burnett's existing production business.

Variety reports that the financial terms of the deal are under wraps but Hearst entertainment & syndication chief Scott Sassa said the deal was "a 50/50 partnership."

Sassa said that Hearst's deal includes "everything that Mark has done except for 'Survivor' and 'The Apprentice.' "

Sassa is part of the new board of directors.

Burnett's upcoming shows include "The Voice" on NBC and "Expedition Impossible" on ABC.  NBC currently airs Burnett's watercooler buzz reality show "Celebrity Apprentice."

Variety reports that this new venture's focus is "on multiplatform programming."

"We will sell to the place that is the best outlet - we don't want to try to force-feed any of our networks," Sassa tells Variety. "This is a new place; a new shingle that can handle any screen from phones to ipads to TV screens."

"They have 'Good Housekeeping,'" quipped Burnett to Variety. "I must have gotten the seal."