In the fast-paced world of television, the magic we see on screen is just the tip of the iceberg. Behind every dramatic plot twist and viral clip is a team of digital creatives working hard to keep viewers engaged well beyond the broadcast.
On this episode, host Marc sits down with Tasmin Mycock, Senior Digital Producer at ITV, for a refreshingly honest conversation about breaking into the TV industry, what it really means to be a producer, and why social media might just be the future of soaps.
So, What Is a Digital Producer?
Tasmin’s official job title is “Senior Digital Producer,” but in her own words, “it’s kind of like Head of Digital for Soaps.” She leads a team that manages all the behind-the-scenes and social content for two of the UK’s biggest soaps: Coronation Street and Emmerdale.
Think everything from TikTok clips and Instagram stories to Facebook posts and charity tie-ins for socially important storylines. If you’ve ever watched a soap character’s journey unfold on YouTube, chances are Tasmin’s team made it happen.
“It’s basically all of the stuff you see on social media platforms… all of the behind-the-scenes, extra content, deep dives into storylines – we create that.”
Why Social Media Matters More Than Ever
For younger audiences, traditional TV isn’t necessarily the go-to. Tasmin’s team is tackling this head-on by producing content specifically tailored for digital platforms.
“Some people won’t sit down and watch the soaps every night, but they’ll religiously watch our stuff online.”
By clipping key scenes, creating character-focused content, and expanding stories with real-world partnerships like working with charities around a dementia storyline, they’ve found new ways to keep younger fans engaged.
This isn’t just about promotion, it’s about storytelling that extends beyond the TV screen.
A Strategic Digital Machine
While many people think soap content is made on the fly, Tasmin’s team operates like a well-oiled machine, planning months ahead.
- 12 months ahead: Tasmin starts thinking about major storylines.
- 3–6 months ahead: Her team starts developing ideas.
- Week of: Other team members jump in for rapid turnaround content.
The team uses a mix of stored ideas and fresh brainstorming sessions to craft digital campaigns that resonate emotionally and culturally.
Streaming Has Changed the Game
The launch of ITVX marked a major shift in how viewers consume soaps. Now, episodes are available as early as 7 AM on the day they air, and streaming numbers are strong.
But surprisingly, the digital content schedule hasn’t shifted to match the new streaming times yet.
“We still put out our content in the evening… but more people are starting to watch the episodes in the morning before work.”
Tasmin sees future opportunities in weekly drops (especially when football messes with the schedule), but acknowledges that older fans still rely on traditional viewing times.
Tasmin’s Journey: From “No Idea” to ITV
After studying the charmingly vague “Contemporary Media Practice” at uni, Tasmin admits she felt lost.
“I came out and just went, ‘I don’t really know.’”
She returned home to Buxton, took a retail job, and felt left behind watching her peers post wins on LinkedIn, so she deleted it. But then, a cold call to a TV social media agency led to a freelance role, which kick-started her career.
“I just rang them and said, ‘Do you have anything else?’”
After bouncing through a few gigs (and a detour at Tuna Fish), Tasmin landed a digital producer role at ITV and never looked back.
The Shift in Soap Audiences
While soaps traditionally attract older viewers, Tasmin believes their digital efforts are paying off with younger fans.
“I like to think that I understand their viewing habits… so we’ve brought more young people in.”
Their strategy? Tailoring content for TikTok and Instagram to hook younger audiences, while Facebook and Twitter cater to loyal, long-time viewers.
Making Social Content that Stands Alone
A big shift in mindset has been treating social content as more than just a promo tool.
“It’s not just about driving people to the show. Even if they don’t watch the show but interact with our stuff online, that’s still a win.”
With monetisation built into platforms like YouTube and Facebook, social content now serves as its own revenue stream, not just a marketing arm.
Want to Work in Digital TV? Tasmin’s Advice
For aspiring producers or digital creatives, especially those just out of school or college, Tasmin had clear, practical advice:
💡 Don’t Stress About Degrees
“We just hired someone recently – couldn’t care less if they had a degree.”
💡 Get Work Experience
It doesn’t even have to be in TV. Just get something. Show that you’re keen, hardworking, and adaptable.
💡 Be Nice
“Be really nice to the receptionist… people talk!”
💡 Consider Apprenticeships
They’re a great way to gain hands-on experience without the uni price tag.
💡 Persevere
It’s a tough industry, but persistence is key. Reach out, apply, follow up. (One determined fan even landed work experience after repeatedly messaging Coronation Street’s Instagram account.)
Life Outside the Edit Suite: Trekking the Sahara
In a beautiful twist to the episode, Tasmin shared her recent charity trek through the Sahara Desert to raise money for a local Buxton charity. 50km of sand, brutal heat, and a bout of food poisoning made it a trip to remember.
“I didn’t even know how far it was before I signed up. Classic ADHD impulsive decision.”
Final Thoughts
This episode pulls back the curtain on what it really means to produce digital content in the modern TV industry. From the power of behind-the-scenes clips to the evolution of streaming strategies and Gen Z TikTok fans, Tasmin shows that TV production is as creative and dynamic behind the screen as it is in front of it.
And if you’re someone who dreams of getting into the TV or digital media world? Her story proves that a little boldness, kindness, and resilience can take you very far.
🎧 Want to hear the full conversation? Listen on Spotify