Lucinda Whiteley started her television career as a founding member of cable and satellite broadcaster The Children's Channel, after working in publishing for Longmans.Following a spell at London Weekend Television she joined Channel Four in 1989 as Editor of Early Morning Television, overseeing the launch of both The Big Breakfast and Channel Four Daily as well as commissioning popular factual and children's programming for the weekend schedule. In 1992 she became Channel Four's Commissioning Editor of Children's Programmes, spearheading the launch of their new children's service and commissioning shows such as Hollyoaks, Watch This Space and Look Who's Talking as well as award winning series such as Wise Up (Emmy, BAFTA, RTS and Peabody), Coping With (BAFTA and RTS), Ant and Dec Unzipped (BAFTA), Zig and Zag's Dirty Deeds (RTS) and adaptations of Terry Pratchett's Discworld novels Wyrd Sisters and Soul Music, and the New Magic Roundabout. In 1997 Lucinda joined Universal Pictures Visual Programming as Senior Vice President of Children's and Family Programming. There she produced the award winning series Vietnam for PBS, developed audio visual adaptations of the Really Useful Group's stageshows and wrote and executive produced the pre-school animated series Maisy and Preston Pig, both based on the popular literary characters, for Nickelodeon and CITV. Lucinda has been Vice Chair of the World Summit on Children's Television and is a former board member of BAFTA, a founding member of Children's Bafta and former board member of TVYP and Children's Express. Lucinda co-founded Novel Entertainment with Mike Watts in 2001. The company specialises in the creation and development of successful children's character brands across a wide array of media. Novel's core programmes include Fimbles, Horrid Henry, The Roly Mo Show, Rockit's Pocket and Ping & Pong. Since 2001 the company has produced over 650 programmes for television and radio, garnering multi BAFTA and RTS Award nominations, as well as a number of stage shows based on the company's leading characters. The company's brand experience extends into licensing and merchandising, computer games, interactive online content, music and films.

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