Piers Morgan has raised $30 million to transform his YouTube channel Uncensored into a full-fledged media company, hiring former MSNBC president Rashida Jones as chief executive. The provocative broadcaster left Fox News last year to build his own company on YouTube, where his channel has amassed more than 4.3 million subscribers.

Morgan's chaotic interview style, featuring shouting matches and controversial guests, has proven surprisingly effective. His YouTube channel ranks just below Theo Von but above fellow mainstream media expatriate Megyn Kelly. The economics are compelling: an hourlong interview with Priscilla Presley generated $150,000 in ad revenue, covering her $20,000 appearance fee.

Now Morgan aims to expand beyond his signature show with new categories including sports, true crime, and entertainment. Jones will oversee building a roster of personalities to complement Morgan's brand, exploring revenue streams in subscriptions, licensing, and events. The former tabloid editor's career has been marked by unpredictability, from being fired at The Daily Mirror for publishing fake photos to his CNN show's cancellation in 2014.