ITV Studios-owned label Boom, based in Cardiff, has unveiled a series of senior management changes. Among them, Cai Morgan has been named head of digital.
Morgan co-founded the Welsh digital and social content specialist department Boom Social in 2016 with digital producer Aled Evans. Today, the 13-strong content unit produces over 750 pieces of short-form content for UK clients including S4C’s Hansh, BBC Wales, BBC Three. Recent credits include the comedy short How This Blind Girl Does a Walk of Shame, written by and starring Marred Jarman (pictured).
In his new role, Morgan will support the wider group in promoting digital original content opportunities, as well as continuing to work closely with the Boom Social team as they grow their youth-skewing comedy, factual, and educational output for S4C Hansh, S4C Dysgu Cymraeg/Learn Welsh, and Y Llais (ITV’s The Voice) for S4C.
Morgan said his elevation to the newly-created role marked “an exciting new chapter. The UK media industry is undergoing a remarkable transformation, increasingly shifting to a digital-first approach to connect with audiences in bold, innovative ways. I’m thrilled to see Boom and Boom Social positioned right at the heart of this evolution.”
In a recent LinkedIn post, Morgan raised the issue of whether AI might be used to combat misinformation and disinformation – an increasingly worrying topic for media companies. “The BBC’s recent investigation into widespread health misinformation on Steven Bartlett’s Diary of a CEO podcast highlighted the dangers of unregulated online content – leaving us all hurtling towards a future where truth is increasingly hard to find. But what if AI could help consumers and creators navigate this challenge? Will 2025 be the year we see AI used to tackle mis and disinformation?”