UK prodco ITN Productions hires ITV Studios exec to launch new digital division

ITV Studios executive George Cudmore has been appointed to the role of director of digital content at UK factual prodco ITN Productions (ITNP).

George Cudmore

Cudmore will lead the London-based company’s new digital arm with a team of specialists made up of new hires and existing staff.

His remit is to expand the outfit’s direct-to-consumer strategy, build creator partnerships, trial formats and launch new digital content across genres including entertainment, crime, royals and using ITN’s archive.

The fledging division will build on ITN Productions’ original shortform commissions for clients such as BBC Sounds, ITVX and Audible as well as its existing YouTube channels.

Cudmore joins from Zoo55, the digital division launched by ITV Studios in late 2024, where he served as director of digital channels. The role saw him lead the strategic and commercial direction of ITV’s social video business.

Prior to that, Cudmore headed up digital teams for companies such as ITV, BBC Studios, Banijay and Endemol Shine Group.

ITNP’s new digital division will see Rubina Pabini become head of digital content in a move that builds on her previous role as head of shortform within the company.

The department’s key team also includes Ruby Coote, who has been named executive producer of content and development, joining from Future.

Finally, Georgia Foxwell has been appointed executive producer of audience and social, joining from Global, where she was senior social media editor for podcast The News Agents.

ITNP produces documentaries, current affairs, drama and shortform originals for broadcasters and streamers such as the BBC, Amazon’s Prime Video, ITV, Channel 4 and Netflix. Titles include Inside McVitie’s (Channel 4), Lost Boy: The Killing of James Bulger (5) and Harry: The Interview (ITV).

Ian Rumsey, MD of content at ITN, said: “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.”

Cudmore said: “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.”