Cuff, who is also the former broadcast director at Initiative, aims to work with TV production companies, agencies and advertisers advising on ad-funded programming, events and barter advertising, both for TV and broadband.
His company, the Brighton-based David Cuff Media & Commercial Services, launches after the Independent Television Commission deregulated the independent production market in its Programme Supply Review last December.
This loosened the restrictions on production companies exploiting the rights to their properties.
Cuff is working on projects for advertisers with the independent production companies Bullseye TV, for whom he has been made the director of AFP, and The Pop Factory.
"Content is the source of true value in the media market," Cuff said.
During his time at Flextech, he was responsible for negotiations carriage deals with platform owners and creating AFP in conjunction with the Flextech's TV sales house ids.
Cuff left Flextech last autumn and was shortlisted for the job of Ofcom adjudicator.