The company has been set up by director and producer Nick Hamm, his brother Jon Hamm and producer Simon Maxwell.
The Hamm brothers previously co-owned Greenroom Digital, which was acquired by Momentum Worldwide in April.
Greenroom Entertainment aims to become the UK's leading company in producing content that can be exploited across multiple platforms, including the internet, television and mobile phones.
It believes that the key to its future success will be in combining skill-sets from traditional production and the evolving digital realm.
Greenroom Entertainment's first production 'Fresh!' for BBC Switch is planned for broadcast in the autumn and follows a group of students through their first week at university, freshers' week.
The company is focusing on building a portfolio of comedy and drama projects for multi-platform use. Other comedy projects include: teen sitcom 'Terryvision' by Ben Bond; the comedy-drama series 'Hound Dog' written by Simon Nye; and comedy series 'Milk of Amnesia'.
Nick Hamm said: "The next generation of viewers will be more demanding than ever before because of the huge wealth of content available on the internet. It is important that production companies consider how the audience want to receive content before creating it, instead of falling into the habit of only producing content for TV."
Maxwell said: "The rules are constantly being rewritten as people adapt and define new forms of storytelling. Greenroom is perfectly positioned to navigate this changing space and 'Fresh!' is the ideal flagship production for us."
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