Barbara Emile on creating Don’t Get Catfished for Channel 4.0
- Brandon
- Oct 2
- 2 min read
Today is a landmark moment for us at Baker’s Dozen Studios – our debut Channel 4.0 commission, Don’t Get Catfished, hits screens.
What sets this series apart isn’t just the laughs or the stellar cast of internet royalty; it’s the collaboration that made it possible. Partnering with After Party Studios, we’ve delivered a bold, hilarious, and returnable format that proves just what’s possible when we collaborate instead of compete with one another - much as we see creators do in the online world.
Created by my co-founder Marvyn Benoit at Bakers Dozen Studios, the series sees some of the internet’s favourite creators including Deji, Chloe Burrows, Harry Pinero, Adeola Patronne and Darkest Man ‘date’ a panel of five people. But what they don’t know is that two of their potential matches will be their fellow creators pranking them, using voice-changing tech to disguise themselves and convince their friend they’re the one.
The path from development to screen has been a journey of collaboration and innovation across two years. From adapting a studio environment to suit a digital-first audience, to refining voice-masking technology to ensure it felt funny rather than gimmicky, every stage required open dialogue, creative problem-solving, and a willingness to experiment. Alongside this, our commitment to championing diverse talent – both in front of and behind the camera – has remained central. Giving fresh voices a platform to shape the narrative ensures the series reflects the communities it entertains while introducing perspectives that might otherwise be overlooked.
The timing of the launch also intersects with broader conversations about the convergence of digital and traditional TV. My experience of producing traditional TV such as EastEnders, Holby City and co-founder of Douglas Road Productions and Marvyn’s as a Sky Commissioner – we understand the scale, rigour, and legacy that linear broadcasting offers. The digital arena provides a different kind of freedom: faster turnaround, more space for creative risk-taking, and the ability to iterate content in response to audience feedback. These advantages are amplified when paired with a production partner who is embedded in digital culture.
Our co-producers, After Party Studios, share our instinctive understanding of the online space, allowing us to jointly shape a format that feels native to digital while retaining the production values audiences expect from Channel 4.0.
Don’t Get Catfished exemplifies what Baker’s Dozen Studios set out to achieve with this format: taking risks, embracing innovation, and creating content that excites both creators and audiences. It demonstrates that collaboration, rather than competition, is the driving force behind truly creative, returnable formats. In a digital-first era, unconventional ideas can find their audience and flourish, provided the teams behind them are willing to share, adapt, and experiment.
This series isn’t just about a dating prank, it’s a celebration of what’s possible when creators combine forces. From its inception to its launch, every laugh, twist, and moment of surprise has been shaped by partnerships, dialogue, and shared vision. It’s proof that in today’s media landscape, the best results come when creatives support one another rather than compete, and when bold ideas are given the freedom to take flight.
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