Younge will act as managing director, while Pilkington and Minhas will be creative directors.
“Proliferation of platforms means there’s a growing demand for content and the economic value is increasingly captured by the IP generators,” said Younge, adding that there has “never been a better time” to be a content producer.
“We don’t want to be a kitchen table company,” added Pilkington. “We want to be big […] You’ve got to stand out in this day and age. It would be crazy to say we’re just another indie launching and we want to make nice popular factual shows. Our offering is drawing on lots of different influences and we want to come up with content that is platform agnostic.”
The 3 founders have an equal share of the business, although they are actively looking for third-party investment to increase its scale.
As well as overseeing the company’s day-to-day operations, Younge will head up a digital arm designed to uncover emerging creative talent. Sugar Films Lab will set up a website which will host a quarterly talent competition with the winner pitched to commissioners.
“We want to mainstream diversity into a 9pm slot rather than being on the fringes,” added Minhas. “When we tried to define our brand we came up with three words: bold provocative and diverse.”