Cassie Friedman says being a producer is synonymous with being a storyteller. Sometimes she will become bogged down with logistics – coordinating schedules, booking locations, finding potential characters, etc. But when all those pieces come together, she is telling a story. As a producer, she ensures every part of a production is in order, and at the same time finds the most compelling stories to keep her audience engaged.
Now, Friedman is an internationally sought-after development producer, working with the independent production company Studio Lambert in both London and Los Angeles. Before that, however, she was working with one of Canada’s largest broadcasters, Global Television. Not only did she help produce The Morning Show, The News at Noon, and the station’s ‘Child Safety Awareness Week’, but she also greatly contributed to various other newsroom projects.
“Global is one of the major networks in Canada and I’d been watching Channel 3 my whole life. Global’s reputation was already top tier for me. It was a no-brainer for me to try to start my career there,” said Friedman.
Global Television is a privately-owned, Canadian English-language broadcast television network, now owned by Corus Entertainment. Friedman worked on many projects for the network, like the bi-weekly Making a Difference segment, the Ontario General Election in 2011 and covering Canada’s National Ballet School’s Assemblee Internationale in 2013. Her responsibilities included researching, shot listing, booking stories, and assisting cameramen on shoots.
“The Global Toronto Newsroom was always abuzz and working there always felt like you were right where the action was. I was always driven to do my absolute best, because I was surrounded by the best journalists in one of Canada’s most respected newsrooms. So, I took extra care working on major projects. I used my research skills to tell a great story and ensure there were no errors,” she said.
Friedman’s contributions were essential to the newsroom’s success on a daily basis. During her time there, Global News won the 2013 Edward R. Murrow award for Overall News Excellence in Network Television, and Global Toronto won four RTDNA Edward R. Murrow awards in 2013, including the Bert Cannings Award – Best Newscast. For Friedman, the acclaim was absolutely fantastic.
“I always felt so lucky to be part of such an iconic, respected newsroom and working with a smart, committed team. It was so rewarding to be recognized for all the hard work we all put in day in and day out. I don’t think any of us did it for the recognition, so to be acknowledged, it definitely made me feel more appreciated. And confident that what we were doing was having an impact,” she said.
For a large part of her time at Global news, Friedman worked on anchor Susan Hay’s Making a Difference segment, where Hay would showcase inspiring people in the community who were doing charitable acts and helping others. Hay had been at Global for more than 20 years, and served as an inspiration for a 21-year-old Friedman. Friedman booked shoots, worked in the field and helped with scripts. On one occasion, when Friedman thought she may not find a story in time, she found out about a woman in the community who offered yoga programs for the elderly, and it ended up being one of the show’s best segments.
“What makes Cassie incredible to work with is her positive attitude. That goes a long way in the news industry. She was always full of energy, ideas, and willing to help. Her determination and passion for creativity has placed her where she is today – which is far ahead of many of her peers,” said Susan Hay, TV Host and Journalist.
Working on the show also allowed Friedman to discover new passions. While covering the provincial election, she found she had an affinity for politics. She looked at every riding, who might win, who’d won previously, which ridings swung in the federal election. She ended up choosing two Conservative and two Liberal locations. She also had to choose one for the New Democratic Party, and chose a seemingly random riding north of Toronto because it had swung NDP in the federal election. Her instincts proved fruitful.
“After lots of research, I had a feeling it would swing NDP again. I sent our cameras to the NDP candidate’s event, and low and behold, that candidate won and had a huge celebration with music and dancing. It made for great television and showcased a community that had never really been seen before. It was very exciting and what I took away from it was that digging deep into research pays off,” said Friedman.
There is no doubt that Friedman is an extraordinary producer, with natural instincts and a complete commitment to her craft. She will continue to bring success to whatever she works on, and audiences will enjoy watching her do it.