Marvel had previous licensed a few characters out for TV shows with animated shows being more successful than the live action shows. Only the The Incredible Hulk TV series (1978-1982) was Marvel's hit in live action TV. The last TV series, Blade: The Series, was canceled after one season on Spike.
On June 28, 2010, Marvel Entertainment announced the start of Marvel Television, Marvel Studios' division, together with the appointment of Jeph Loeb to head up the division as Executive Vice President, Head of Television. Marvel TV's first show in development was The Incredible Hulk. In April 2012, Marvel TV signed with Creative Artists Agency for live action respresentation. Marvel has four shows in development, with the Hulk will not be ready until the 2013-2014 season for ABC and ABC passed on AKA Jessica Jones. In August 2012 with ABC Studios, Marvel TV received its first order from the ABC network for a Joss Whedon co-written Marvel's S.H.I.E.L.D. pilot.