“Consume as much as possible… an idea can come from anywhere.” – Olivia Evans
Have you ever wanted to know how TV ideas are born, how to craft the perfect pitch, or what really goes into making the sizzle reel that sells a show?
At our latest Creative Access Masterclass, we partnered with ITN Productions, the award-winning production company behind some of the UK’s most compelling documentaries and factual programmes. The evening gave our community a behind-the-scenes look at how it all happens. Across four sessions, ITN leaders shared their insights on development, pitching, editing, digital, and career progression – offering practical advice and candid reflections from inside the world of television.
Session 1: Development & Pitching
Led by Daniel Gilmore (Head of Development) and Olivia Evans (International Development Producer), this session explored how ideas are generated, researched, and pitched before they ever reach the screen.
From podcasts and social media to casual conversations, Olivia explained that inspiration is everywhere if you stay curious. Daniel emphasised the importance of knowing your audience: every broadcaster has different needs, and tailoring your pitch accordingly is essential. The pair also discussed dealing with rejection, having faith in your idea, and keeping your enthusiasm alive.
When asked what it really takes to build a career in development, Daniel advised: ‘Have faith in your idea, be able to deal with rejection… always be passionate and enthusiastic.”
Session 2: Editing Sizzles & Taster Tapes
Patrick Holland (Development Coordinator) guided participants through the art of the sizzle which are short taster reels that can either make or break a pitch.
“Don’t save your killer quote until the end.” – Patrick Holland
Patrick reminded us that impact needs to land early, with music, visuals, and motion playing a crucial role in grabbing attention. He also stressed the importance of proof of concept, from sourcing archive material to creating mood boards. The attendees were encouraged to always get feedback before sending a tape out.
Session 3: CV Clinic
For the third session, Zara McFadden (Talent Executive) led a practical workshop on how to craft a CV that reflects your brand and stands out in the creative industries.
“Don’t be frightened – you’re going to be changing your CV all the time. Running your CV is a job in itself.” – Zara McFadden
Zara shared advice on layout, clarity, and tailoring each CV to the role you’re applying for. She highlighted the value of including showreel links, technical skills, and well-chosen personal interests, while warning against over-padding or overlooking spelling and grammar.
Session 4: Short Form & Digital
In the final session, Rubina Pabani (Head of Short Form/Digital) explored the opportunities and challenges of making digital content.
“Rejection is always good for you.” – Rubina Pabani
Rubina encouraged attendees to focus on audiences first and see rejection as part of the creative process. She also spoke about the art of casting, the power of conversation, and the creativity that comes from starting small in the digital space.
Practical tips included design, pitching and casting – giving relationships time to develop and choosing characters who make you laugh or tell compelling stories. Rubina emphasised using available resources and learning skills independently, from colour grading to sound design. Even ideas that start from nothing can grow into impactful content, and diverse stories are more important than ever.
A huge shout out to ITN Productions and to Dan, Olivia, Patrick, Zara, and Rubina for such an inspiring evening. And thank you to everyone in the Creative Access community who joined us!
