Launched in 2003, the live In Camera broadcasts introduced a completely new premise to the interview format, allowing a global online audience, as well as the interviewee’s friends and family, colleagues and peers, to pose questions via a live Forum, resulting in a range of pertinent and original subjects for interrogation. SHOWstudio.com’s unique set of contacts and collaborators gives them the opportunity to ask some of the world’s most respected and celebrated image-makers, designers and artists to take part, allowing viewers rare and privileged access to key creative figures. The set-up is simple: a chair, lighting and a camera, and a mediator who presents the questions and types in the interviewees’ responses. While the interviews particularly focus on working process and origins of ideas, the informal and intimate set-up also allows the interviewees to give candid responses to more personal questions. Interviewees have no prior knowledge of the questions or the identity of the questioners, which adds to the frisson and unpredictability of the live event. The revelatory nature of some answers has even prompted tabloid coverage.