Helen O'Donnell, Head of Development at Talent Works, BBC Studios, discusses how the media giant is shaping the future of content creation by working with emerging digital talent. From nurturing new voices to navigating the risks of creative innovation.

In the latest episode of the MAD//Pod, Helen O'Donnell, Head of Development at Talent Works, BBC Studios, shares her vision for nurturing emerging creative talent. She explains how her role involves working with both seasoned and new creators to help them break into the world of broadcast media. "I work with new stage creative talent to nurture them, whether that's on their scripts, unscripted works, or documentaries," says O'Donnell.

The process of talent identification and development is diverse. O'Donnell highlights three main ways to discover new voices: direct relationships with platforms like TikTok, partnerships with management companies, and "desk research" to spot fresh talent. "It's about being interested in life and what's going on," she adds.

BBC Studios' "Creator in Residence" program is a key initiative, offering hands-on experience to creators in a real-world production setting. "They create their own authored piece of work, but within BBC Studios," explains O'Donnell. This unique opportunity helps bridge the gap between the fast-paced world of digital creators and traditional media.

For O'Donnell, working with creators is not just about fostering talent, but also about taking creative risks. "If you're not taking creative risks, then what are you doing?" she asserts. As BBC Studios looks to the future, O'Donnell is confident that the talent she's nurturing today will become the household names of tomorrow. "They might not be like David Attenborough, but they'll be just as global."