ITV has officially greenlit a high-profile, untitled drama series that tackles one of the most pressing and contentious issues of the digital age: the devastating impact of social media on children. The project marks a major collaboration between the broadcaster and acclaimed Oscar-nominated writer Jeff Pope, known for his ability to translate real-life injustices into gripping, socially conscious television. The impetus for the series came directly from Lauren Cowell, partner of Simon Cowell, who has been working closely with bereaved families to highlight how algorithmic content and unchecked platform access can lead to tragic, life-altering consequences for young users.
At the heart of the narrative is the heart-wrenching story of Ellen Roome, whose 14-year-old son, Julian “Jools” Sweeney, died in April 2022. Despite his life appearing normal—capped by a day of playing with friends—his sudden passing left his family with agonizing, unanswered questions. For the past four years, Roome has been locked in a grueling battle with technology giants, fighting to gain access to her son’s social media accounts to determine exactly what influence these platforms had on his final moments. Her crusade has turned her into a prominent campaigner, striving to hold multinational tech companies accountable for the digital environments they facilitate and the lack of transparency they provide to grieving parents.
The series is being produced by Pope’s ITV Studios-backed Etta Pictures in association with documentary indie Featuristic Films. While Lauren Cowell serves as an executive producer, Roome is deeply involved in the process, serving as a consultant to ensure the scripted portrayal remains grounded in the reality of her experience. For the production team, the goal is not merely to dramatize a sorrowful event but to expose how technology companies frequently evade scrutiny and responsibility. By weaving together the experiences of multiple families, the drama seeks to illustrate a global systemic failure that has left millions of parents feeling powerless against the reach of the digital world.
The emotional stakes of the production have been emphasized by those spearheading the project. Lauren Cowell expressed her profound admiration for the families involved, noting that their ability to channel such unimaginable grief into a fight for systemic change is both powerful and deeply moving. Echoing this sentiment, Ellen Roome shared that the partnership with ITV and Jeff Pope has provided her with a newfound sense of hope. For Roome, the drama is a medium through which to protect other children and ensure that Jools’ story serves as a catalyst for societal reflection, transforming her individual tragedy into a fight for the safety of the next generation.
The timing of this announcement arrives as the UK government intensifies its crackdown on digital platforms. Prime Minister Keir Starmer has recently signaled a commitment to severe regulatory measures, including exploring a total social media ban for children under 16—a policy designed to go further than similar initiatives recently introduced in Australia. Additionally, officials are considering midnight curfews for older teenagers to curb the negative effects of late-night scrolling. By bringing these issues to primetime, ITV is positioning itself at the forefront of a national conversation, mirroring the successful, campaign-driven influence of their previous dramas, such as the widely lauded Mr Bates vs the Post Office.
As this project moves into production, it serves as a milestone for ITV, representing the first major greenlit production since news surfaced regarding the network’s potential acquisition by Sky. Following the legacy of Pope’s previous works—including the powerful Believe Me and upcoming projects spotlighting the contaminated blood scandal—this new series reinforces the broadcaster’s trend of utilizing drama as a tool for public service and legislative pressure. By placing the narrative focus on the intersection of corporate accountability and parental loss, the show is poised to be as much an instrument of social advocacy as it is a work of entertainment.