Before co-founding Novel Entertainment, Lucinda's career in television spanned original production, commissioning and international rights acquisitions.

Lucinda began her television career in 1984 as a member of the launch team of The Children's Channel, the UK's first satellite channel for children, later becoming Head of Production and Programme Planning.

From there she joined London Weekend Television as Programme Manager in the Current Affairs and Features Department, working on productions such as Weekend World and The London Programme.

Moving to Channel Four in 1988 as Editor of the Channel's first Early Morning Television service, she was responsible for Channel Four Daily and in 1992, oversaw the launch of The Big Breakfast. At the same time Lucinda was responsible for commissioning popular factual and children's programming for the weekend schedule.

In 1993 Lucinda became Commissioning Editor of Children's programmes for Channel Four, responsible for acquiring and commissioning more than a thousand hours of programming each year across all age groups. She spearheaded the new children's service launch with the week long season of programming, Look Who's Talking - by, for and about children. Other commissions included Hollyoaks, Wise Up (Emmy, BAFTA, RTS and Peabody awards), Watch This Space, Rookies, and comedy programming such as Ant and Dec Unzipped (BAFTA and RTS awards), Coping With… (BAFTA and RTS Awards), Zig and Zag's Dirty Deeds and Terry Pratchett's Discworld.

Lucinda joined Universal Pictures Visual Programming (formerly PolyGram Visual Programming) in 1997 as Senior Vice President of Production, responsible for developing and producing children's factual and family entertainment programmes. Whilst there, she developed and executive produced the first series of Maisy, the pre-school television series based on the highly successful series of books by Lucy Cousins, as well as the CD-Rom Maisy's Playhouse. She also executive produced a twelve part series on the war in Vietnam for PBS Television and Polygram Video.

In 1999 Lucinda became a freelance producer, executive producing a second series of Maisy (BAFTA and British Animation Awards for best pre-school series), a half hour special, Maisy's ABC and a further CD-Rom, Happy Birthday Maisy. She has also worked as a creative producer and story editor for a number of independent production companies, including Aardman Animations, Really Useful Films and Varga Animation. Lucinda is a former Board Member of BAFTA and TVYP and a former member of the EITF Advisory Council. In 1998 she was Vice-Chair of the World Summit on Television for Children.

In 2001 Lucinda co-founded Novel Entertainment with Mike Watts.

Prior to the founding of Novel Entertainment, Mike had an extensive career encompassing television, video, film and music.

Starting his career in the music industry at Transatlantic Records (as Billy Connolly's press officer), Mike worked for a number of independent companies including Chrysalis Records, where he was International Director.

In 1984 he joined Virgin Vision (VVL) as Managing Director of the new Virgin Video label. In 1986 his responsibilities were expanded to include film distribution and funding. Under Mike's direction the Company created a television distribution arm as well as becoming a market leader in the business of retail video, representing amongst others the Jim Henson catalogue and Orion Pictures. VVL also successfully invested in a number of independent films including Teenage Mutant Ninja Turtles, and Steven Soderbergh's award winning sex, lies and videotape.

In 1990 Mike joined Central Television as MD of Central Productions and was part of the core team which successfully won renewal of the Central's ITV broadcasting licence the following year. Responsible for overseeing the production of all network programmes, Mike also oversaw the merger of Central's programming and production activities.

Mike became MD of World Productions in 1995; during his time there, World expanded its output to include children's programmes. Mike executive produced three series of the pre-school animation Caribou Kitchen for CiTV as well as developing and raising finance for the animated series Vampires, Pirates and Aliens, again for CiTV, and The Cramp Twins for CBBC and Cartoon Network.

In 1998 Mike joined Walt Disney Television International (WDTVI) as Vice President of Production with responsibility for over 1500 hours of children's and family programming each year, for both terrestrial broadcasters such as GMTV, and for the international Disney Channels. Under Mike's management, Walt Disney Television International achievements included the award-winning (BAFTA, RTS, Broadcast) comedy drama Microsoap which was co-produced with CBBC and the production of an international version of Art Attack in seven languages. In 1999 Mike was promoted to SVP of Programming and Production, taking over the overall programming strategy for the international Disney Channels in Europe and the Middle East with a total programming budget of £120m.

In 2001 Mike left Walt Disney Television International and founded Novel Entertainment with Lucinda Whiteley.

Mike and Lucinda continue to be very involved in the creative community, making contributions to many industry committees. Mike is currently Chair of the Policy Group for PACT.