MultiStory Media, the award-winning ITV Studios label, has promoted Simone Haywood to Creative Director, MultiStory London, as its slate continues its growth with a number of new launches this year, including Project Icon and Scared of the Dark.

The slate also includes returners All Star Musicals and Come Dine With Me.

Having joined MultiStory Media four years ago as Head of Factual Entertainment, Haywood has delivered some of the label’s biggest new programmes, including Scared of the Dark for Channel 4, BBC Three’s Project Icon (co-produced with ITV America) and Big Flower Fight for Netflix, as well as overseeing Come Dine With Me for Channel 4, including the launch of new spin-off Come Dine With Me: The Professionals.

Reporting into Chief Creative Officer Ana de Moraes, Haywood will build on the label’s output alongside Ceri Aston, Creative Director, MultiStory North.

Meanwhile Jon Cahn is joining the entertainment team as Executive Producer. He has most recently worked on Scared of the Dark, which is hosted by Danny Dyer and sees a group of celebrities living for eight days in the dark, undertaking a series of challenges in an attempt to conquer their fears and be crowned series winner. Cahn’s credits include Channel 4’s SAS: Who Dares Wins, Married at First Sight, Sink or Swim and The Bridge.

In addition, Zinia Scroggs is joining as Series Editor. She is currently working on Project Icon, the six part music competition which launches this Sunday on BBC Three, featuring Jason Derulo, Becky Hill and Frank Harris as mentors to ten aspiring recording artists who will compete against each other to see whether they have what it takes to transform from a bedroom singer into an all-round music star in just a few weeks. Scroggs previously series produced BBC Three’s Glow Up, while The Apprentice, Race Across the World and First Dates Hotel are among Zinia’s other credits.

Both Cahn and Scroggs will report into Simone.

Ana de Moraes said: “Simone is fearless about breaking new ground and grabbing big ideas by the horns, which is why she has been instrumental in developing, pitching and producing some of MultiStory’s most exciting series. Both broadcasters and producers love working with her and we are excited to give her the opportunity to take the next step in her career, building MultiStory’s entertainment slate with Jon Cahn and Zinia Scroggs, both rising stars whose talents are incredible additions to our team.”

Simone Haywood said: “With the support of a dream team of excellent programme makers in Jon and Zinia, I’m delighted to be given the opportunity to grow MultiStory’s entertainment slate and build on our reputation for delivering groundbreaking series of scale and ambition.”

Jon Cahn said: “I’m beyond thrilled to have joined MultiStory at this exciting juncture. The chance to learn from and work alongside TV titans like Tim, Ana and Simone was a huge draw. I’m excited to see what we can all create together.”

Zinia Scroggs said: “I’m so excited to be joining MultiStory’s Entertainment team. The opportunity to work alongside some of the industry’s top creative brains like Tim, Ana, Simone and Jon is just amazing! I’m looking forward to making more brilliant TV together.”

The new appointments are part of a strategic refocus, with the label’s slate now falling into two broad genres; Entertainment, with shows such as Scared of the Dark, Project Icon and Dubai Hustle, and Factual, including Paul O’ Grady’s For The Love of Dogs, The Martin Lewis Money Show and Peston.

It follows the recent launch of the label’s new documentary unit, led by Head of Documentaries and Current Affairs, Mike Blair, which secured its first ITVX commission Waco: A British Tragedy, as well as building on the success of The Real… drama companion strand, with ITV ordering The Real Nolly and The Real Stonehouse, to accompany the dramas of the same names.


Pippa Considine

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