TV: Production, Integration & Casting

TV: Production, Integration & Casting

Extending TV shows so the experience is fully immersive and available across all screens. Creating highly engaging TV shows and hunting for excellent real talent. A huge love of TV drives the hard work needed to put together a great product in an ever-competitive market. 

extending and enhancing the experience

As Head of Digital at Australia's largest independent production company, Endemol Australia, I had the opportunity to work across drama, reality, light entertainment, comedy and children's TV and loved every minute of it. I was tasked with extending the experience, growing, nurturing and satisfying the audience, giving them more opportunities to get involved and feel like they were part of the shows they loved. From live voting to merchandise, to online exclusives, articles and video series, the opportunities were huge and enticing.

"Lulu is an experienced, talented and passionate digital content creator. She has a natural knack at working with EPs and showrunners – always finding strategic and creative ways to organically link digital experiences with broadcast. She pushes through obstacles to ensure the best for each and every brand, to ultimately provide the best experience for the audience. She understands the fluid and ever-changing nature of digital, and is always pioneering the next big piece of digital integration." - Imran Abdullah, Head of Digital Content and Operations, 9Now at Nine Entertainment Co. 

Big brother

With casting being driven by and through online, I was heavily involved in putting together the cast of the world's biggest and most famous reality show. I worked with the Executive Producers in pre-production to ensure audience integration in the show was genuine and relevant and developed ideas and executions for sponsor involvement. Throughout production, I managed a 24/7 live newsroom that turned over a huge volume of content, including live updates, video packages and streams, long and short form articles, galleries and more. We created several market-first initiatives including paid Facebook voting and a live 'play along' digital experience, along with mobile live streaming. The site and social accounts were incredibly and consistently successful: regularly being one of the most discussed Facebook topics each year, the most googled entertainment site and boasting over 5 million unique users and upwards of 67 million page views, with over 750 000 Facebook fans.  It was a hungry, passionate, vocal audience and an absolutely incredible challenge.  

development & production

Working as a producer on shows including Big Brother, ABC's Photo Finish and more, I also worked on creating new ideas and formats for TV, developing pilots and casting systems. I regularly interacted with both the network and internal producers to ensure rating goals were being met and exceeded and responded to several crisis situations quickly, professionally and smoothly. 

"Lulu is an exceptional creative talent with a strong blend of management skills enabling her to develop commercially viable digital entertainment properties. Lulu is a real team player, she is vibrant, dedicated and a great person to work with." - Sam Hall, Chief Content and Commercial Officer, Fetch TV