George Cudmore is leaving ITV Studios’ Zoo 55 division to join ITN Productions as director of digital content.
Cudmore, director of digital channels at Zoo 55, has been tapped to lead ITN Productions’ new digital arm. He is tasked with expanding ITN Productions’ direct-to-consumer strategy, developing partnerships with creators, trialling formats, and launching new digital content across genres, including entertainment, crime, and royals, using ITN’s archive. His remit is to build on the success of ITN Productions’ original short-form commissions and YouTube channels.
Rubina Pabini, previously head of short-form, becomes head of digital content. The team also includes Ruby Coote, joining ITN Productions as executive producer of content and development from Future, and Global alum Georgia Foxwell as executive producer of audience and social.
Ian Rumsey, managing director of content at 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.”
Cudmore, who was with BBC Studios and Banijay/Endemol before ITV, 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.”
