George Cudmore Joins ITN Productions

ITN Productions has appointed George Cudmore as Director of Digital Content, tasking him with leading a newly formed digital arm as part of a strategic expansion programme.

Currently Director of Digital Channels at Zoo 55/ITV Studios, Cudmore will build and oversee a specialist team of new hires and existing staff to develop ITN Productions’ direct-to-consumer strategy. His remit will include building creator partnerships, trialling new formats and launching digital content across genres such as entertainment, crime and royal programming, as well as unlocking the value of ITN’s extensive archive.

Rubina Pabini has been promoted to Head of Digital Content, building on her previous role as Head of Short Form at ITN Productions. The core team will also include Ruby Coote, who joins as Executive Producer of Content and Development from Future, and Georgia Foxwell, who becomes Executive Producer of Audience and Social from Global, where she was Senior Social Media Editor for The News Agents.

At Zoo 55/ITV Studios, Cudmore has led the strategic and commercial direction of ITV’s social video business. Over the past decade, he has headed digital teams at ITV, BBC Studios, Banijay and Endemol Shine Group, delivering digital strategies across major formats and IP while driving audience and commercial growth.

The new division will build on ITN Productions’ track record in shortform content, including original commissions for BBC Sounds, ITVX and Audible, alongside its existing YouTube channels.

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 from across the industry who will join our brilliant existing staff. There's a genuine feeling of momentum. We're hugely ambitious for the future."

George Cudmore, incoming Director of Digital Content, ITN Productions, added: "I'm thrilled to be joining ITN Productions to work with Ian Rumsey and ITN Productions’ Creative Director Georgina Mantle to innovate and expand our reach with the launch of a brand-new digital division. Given the vibrancy of the digital economy, it feels like a pivotal moment to bring new and exciting content, formats and partnerships to market, leveraging ITN Productions’ prowess and archive heritage to build on a great foundation in digital to date."