The North East’s first TV studio designed for podcasting has generated a surge of interest from businesses, universities, charities and creators within weeks of launching in Sunderland.
Howell Studios, which harnesses the same cutting-edge technology used by the BBC, Netflix and Disney to offer bespoke backdrops, opened its door to its riverside unit at the North East BIC in early 2026.
And already it’s fielded dozens of enquiries ranging from organisations exploring podcasting for the first time to seasoned hosts looking for customised sets, and even creators seeking a space for fitness videos, e-learning and audio books.
Co-founder Issy Howell said the volume and variety of early demand has exceeded expectations. “We launched the studio gently at the start of the year and already the interest has snowballed,” she said.
“Many businesses and organisations want to add podcasting to their marketing mix but aren’t sure where to begin so they’re attracted by our range of support services. We’ve also had enquiries for all kinds of other creative uses for the space.
“Our eyes light up when people ask for off-the-wall ideas – whatever they want, we can make it happen with our green screen. Our sister company has an animator, so we can even create custom backdrops.”
The early demand means the first round of membership spaces, which is currently capped at 30, is on track to fill more quickly than anticipated, with plans already in place to open a second studio at the BIC once capacity is reached. Longer term, the team aims to open more studios through the north and even franchise the concept, training others to replicate the model developed on Wearside.
Unlike traditional podcast setups, the company offers fully bespoke, hyper-realistic backgrounds and a “white glove” experience, handling everything from filming to distribution on platforms including Spotify, Apple and YouTube.
Howell Studios is the latest innovation from father-and-daughter duo Chris and Issy Howell who already run award-winning video production company Howell Media. The business moved to the BIC just 13 months ago, expanding across multiple spaces as they grew, before opening their own studio.
Chris said the BIC’s flexible business space coupled with a connected community and powerful business support have played a key role in the company’s development.
Since relocating from Barnard Castle, the Howells have plugged into the BIC’s network, won new collaborations and hosted workshops.
“We had the entire region to choose from when it came to relocating, and Sunderland won hands down,” says Chris. “We wanted to be in a place embracing investment and change, and this was the obvious choice. One of the most striking things is the people. Everyone genuinely wants us to do well.”
This environment, combined with the city’s appetite for innovation fuelled the launch of Howell Studios’ high-tech green screen podcasting concept – a first for the region.
Now the Howells are keen to help the region to tap into podcasting, which is one of the fastest growing formats for small businesses looking to build trust and connect with audiences.
To support this growing demand, Howell Studios is building a podcasting community, offering training, practice time and a supportive membership network.
Issy explains: “Awareness of podcasting is massive, but understanding of how to start is still growing. Businesses don’t want content that looks the same as everyone else’s and that’s where our green screen technology changes the game.
“Podcasting gives businesses something social media can’t: time. You get 20 minutes or more of someone’s attention while they’re walking the dog or washing the dishes. It’s personal and powerful.”
Paul McEldon OBE, Chief Executive of the North East BIC, added: “The early success of Howell Studios demonstrates the diversity and flexibility of the BIC. From wellness studios to podcast studios, we’re home to an incredible mix of entrepreneurs.
“Our site is thriving with brilliant, creative people who spot opportunities and go for them – and we’ll always do everything we can to support them.”
Howell Studios is now inviting businesses, institutions and creators to book a free demonstration to see the technology in action and find out how they can benefit. To find out more visit howellstudios.co.uk