George Cudmore joins ITV Studios as digital channels director

Leading UK content business ITV Studios has appointed George Cudmore as digital channels director. Announcing the news via LinkedIn, Cudmore said the role will involve “managing and growing their digital portfolio across social & YouTube.”

Cudmore has spent the last year as a freelance consultant, advising media companies on digital strategy. But prior to that he worked at BBC Studios and Banijay Entertainment. He said he is “super stoked” to be joining ITV Studios.

ITV Studios has a content catalogue of 90,000 hours and is continually generating new content around flagship brands like The Voice, Love Island and Hell’s Kitchen. In the last couple of years, it has significantly expanded its activities across FAST, YouTube and other social platforms – increasing headcount and launching channels. In its end of year review for 2023, the company said it had 15 FAST Channels and 100+ owned and operated social channels delivering over 6bn views across the year.

At the time, Graham Haigh, EVP, global digital partnerships at ITV Studios, said: “Both FAST and social platforms such as YouTube, Snapchat and Meta are enabling us to diversify our distribution business, launch new brands & channels whilst allowing us to become a step closer to the consumer with greater access to data and insights.”