George Cudmore, currently director of digital channels at Zoo 55/ITV Studios, is joining ITN Productions as director of digital content.
Cudmore will lead ITN Productions’ new digital arm with a team of digital specialists made up of new hires and existing staff to kick off a strategic programme of expansion. In a related move, Rubina Pabini becomes head of digital content – building on her previous role as Head of Short Form at ITN Productions.
The department’s key team also includes Ruby Coote, who joins ITN Productions as executive producer of content and development from Future. Georgia Foxwell joins the department as executive producer of audience and social, from Global.
At Zoo 55/ITV Studios, Cudmore leads the strategic and commercial direction of ITV’s social video business. Over the past 10 years, he has headed up digital teams for TV broadcast and distribution businesses, including ITV, BBC Studios, Banijay and Endemol Shine Group, focused on delivering forward-thinking digital strategies across key formats and IP as well as driving audience and commercial growth.
Now, he will focus on expanding ITN Productions’ direct-to-consumer strategy, building creator partnerships, trialling formats and launching new digital content across genres including entertainment, crime, royals and using ITN’s archive.
Ian Rumsey, managing director of content, ITN said: “From the moment we announced the creation of ITN Productions’ digital division, we felt a real sense of excitement. I’m delighted that George will be joining us to head up a specialist team of people with great talent, creativity and experience who will join our brilliant existing staff. There’s a genuine feeling of momentum. We’re hugely ambitious for the future.”
Cudmore added: “Given the vibrancy of the digital economy, it feels like a pivotal moment to bring new content, formats and partnerships to market, leveraging ITN Productions’ prowess and archive heritage to build on a great foundation in digital to date.”
