Abstract
This article investigates the kinds of evaluative practices that are employed when gatekeepers in TV want to maximise creativity. By analysing the evaluative regimes used in TV idea development, the analysis points to how a simplicity regime is used in the observed idea development sessions, with ideas being judged constantly as to whether they are clear and simple enough. Using observations, interviews and briefs as data sources, the article concludes that the desire of gatekeeping editors to maximise creativity can place significant pressure on developers who find it difficult to live up to these desires. In addition, the findings suggest that these developers primarily develop ideas for their immediate gatekeeping editors and that the TV viewers are not considered as equally important in their idea development process.
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