A pioneering North Wales TV company is aiming to sell Welsh language programmes internationally after appointing an industry high flyer to a key role.<\/p>\n
Olivia Simove, who has developed programmes for celebrity chef Gordon Ramsay and the Hairy Bikers, has joined employee-owned Cwmni Da in Caernarfon as its new Content Director.<\/p>\n
The Cardiff-born TV executive, whose career has taken her from Disneyworld in Florida to working in London with top production firms says her mission is to help Cwmni Da \u201cspread its wings internationally while staying true to its Welsh roots\u201d.<\/p>\n
The development specialist, who also developed Channel 4 formats like How to Lose Weight Well and Mend It For Money, as well as ITV\u2019s The Hard to Please OAPs, brings a track record of creating hit factual entertainment formats that travel.<\/p>\n
She\u2019s also produced content for digital platforms, including two Channel 4 series of a cosmetic surgery format called Skin Deep<\/em>, where people who\u2019ve had extensive surgeries have to guess what each other have had done.<\/p>\n \u201cTelevision is all about understanding what people think and what they want,\u201d she said. \u201cMy background in psychology has helped me shape ideas that connect \u2013 with commissioners, contributors and audiences alike.\u201d<\/p>\n Having returned to Wales with her young family after almost two decades in London, Miss Simove said she was inspired by Cwmni Da\u2019s unique culture.<\/p>\n \u201cIt\u2019s an amazing company. Everyone has a stake in it, and you can feel that the moment you walk through the door. There\u2019s a warmth here, and everyone cares \u2013 emotionally as well as financially,\u201d she said.<\/p>\n Miss Simove believes the company is perfectly placed to build on its reputation for high-quality programmes while reaching new audiences on global platforms.<\/p>\n \u201cThe potential here is massive because we are living in a time when there are huge changes in television and it\u2019s great to be on that journey with people who also want to move forward,\u201d she said.<\/p>\n \u201cThe streamers are hungry for content. We\u2019ll be co-producing, partnering and looking at new business models. Hopefully, we can make a name for Caernarfon on the world stage.\u201d<\/p>\n She also hopes to nurture the next generation of Welsh talent and adapt to changing viewing habits. \u201cThere are so many young content creators out there,\u201d she said.<\/p>\n \u201cWe need to understand them and make programmes for them \u2013 that\u2019s the fun challenge. For me, it\u2019s about making world-class content from Wales, for everyone, everywhere.<\/p>\n \u201cThe Welsh identity of Cwmni Da will always be important along with the fact that it is rooted here in North Wales.<\/p>\n \u201cWe\u2019re already set up to do different things and Cwmni Da is just so good at all of them, which is really rare. Everyone is multi-skilled which is unique. I don\u2019t think they know how amazing they are.<\/p>\n \u201cI am really lucky and privileged to have got the job and I am going to work really hard to make sure they know they have picked the right person.\u201d<\/p>\n Cwmni Da Chief Executive Bethan Griffiths said: \u201cOlivia has a hugely impressive track record and her skillset, energy and enthusiasm will bring fresh ideas which will help us reach our potential as a company.<\/p>\n \u201cWe\u2019ve always had high standards and the legacy of the people who founded the company is intact and Olivia has a vision that is the perfect fit for us whilst heralding an exciting future.<\/p>\n \u201cThe industry is undergoing massive change and content is needed for a huge range of platforms. It\u2019s a challenge but also an opportunity.<\/p>\n \u201cWe now also need to be seeking out opportunities to produce branded and commercial content to tap into new income streams whilst also producing the best content for all platforms that our current customers S4C and BBC Wales need and deserve.<\/p>\n \u201cMaking Welsh language programmes has always been and will remain at the heart of what we do at Cwmni Da.<\/p>\n \u201cSelling Welsh language programmes to the world is a big part of our mission but we know we have the capability to do other things too.<\/p>\n \u201cWe have always sold programmes internationally, like Chris Cooks Cymru which is being shown in Australia and Georgia,\u00a0 but it\u2019s something we want to develop and grow.<\/p>\n \u201cWe also want to sell Welsh language programmes to the world and noir films from Scandinavia have shown the way – there is no reason why we can\u2019t do that as well.<\/p>\n \u201cViewers across Europe are used to watching programmes in a variety of languages because they are really good. Language is no longer a barrier, particularly for young people,\u00a0 because so many watch content with subtitles. It\u2019s now the norm for so many people.<\/p>\n \u201cThis is a really exciting time because our horizons are global.\u201d<\/p>\n