© Miikka Varila / Yle
MG ALBA has secured a prestigious industry accolade, with Somhairle Spins named winner of the Prix Circom for Most Original and Innovative, a category celebrating bold ideas, fresh storytelling, and imaginative approaches to European regional television and online content.
The award recognises productions that surprise the jury through originality, creative ambition, and inventive technical execution – both in front of and behind the camera. Judges praised Somhairle Spins as an inspiring and refreshing series that demonstrates how regional storytelling can evolve to engage new audiences in meaningful ways.
Somhairle Spins was commissioned by MG ALBA for BBC ALBA’s YouTube channel & BBC iPlayer. It was first released on 13th Jan 2026, and gained quick traction amongst 18-35 audience across digital platforms. The series follows well‑known content creator Somhairle Johnston as he takes on Scotland by bike, joined by friends, family, and surprise guests. The series is full of laughs, adventure, and the joys (and challenges!) of cycling, set against striking Scottish landscapes.
Prix CIRCOM continues to be a key platform for recognising excellence and innovation in regional broadcasting and in 2026, has set a new record with 272 entries from across Europe.
Judging took place in April this year and brought together jury members from 14 countries. For the first time, the jury was supported by a group of young social media users, offering insight into how digital audiences engage with news and storytelling.
The jury highlighted the series’ bold digital‑first approach, combining dynamic self‑shot footage, fast‑paced editing, and high‑quality visual design to deliver a genuinely fresh storytelling style. The use of multiple cameras, including GoPros, and personal devices, creates an intimate and immersive experience, while active audience interaction strengthens engagement beyond the screen. The series blends humour, accessibility, and landscape-led storytelling into a highly relatable viewing experience. Leveraging Somhairle’s established popularity on social media was noted as a smart and creative casting choice, successfully attracting a younger audience to the broadcaster.
The production model behind the series was in itself innovative. As well as leveraging Somhairle’s own experience in self-shooting for digital platforms, MG ALBA and Solus Productions established a knowledge-share collaboration, pairing existing Gaelic Director & Edit talent with a Director and Editor specialising in digital‑first content. This approach ensured the series felt native to digital audiences and authentically Gaelic, while also supporting skills development within the Gaelic production sector.
Lisa Annette, Executive Producer for MG ALBA said: “This series was commissioned as part of a wider strategy at MG ALBA to take more creative risks in order to better serve our younger audiences, and we’re proud to receive this recognition. To win in a category that celebrates innovation, originality and bold ideas reflects the exceptional talent and commitment of everyone involved in bringing Somhairle Spins to life.”
Jim Webster, Executive Producer from Solus Productions said: “Everyone at Solus is delighted that Somhairle Spins has been recognised by winning such a prestigious award. Somhairle, Jonny and everyone in the team brought a thrilling series together filled with wit, warmth and ingenuity. The whole process was supported brilliantly along the way by Lisa and her team at MG ALBA.”
The award was accepted by Somhairle Johnston (Presenter), Jonny Ashworth (Director) & Lisa Annette (Executive Producer for MG ALBA) at the CIRCOM regional Conference in Tampere on 21st May 2026.
The entire series is available to watch on BBC ALBA’s YouTube.
