After more than 25 years at TG4, Deirdre Ní Choistín was appointed Ard-Stiúrthóir, or Director General, in April 2025. She is the broadcaster’s fourth Director General and the first woman to lead the organisation as it approaches 30 years on air this Halloween.
Deirdre joined TG4 in 1999 and has worked across technical, content and leadership roles, including 14 years as a Producer/Director, Communications Manager, and Head of News and Current Affairs. Her journey from Trinity College Dublin and University College Galway to the leadership of Ireland’s Irish-language broadcaster has been shaped by a lasting interest in learning, creativity and strategic thinking.
A Flexible Route to a Master’s
Deirdre holds a degree in Irish and French from Trinity College Dublin, a Higher Diploma in Applied Communications through Irish from University College Galway, and a diploma in Applied Irish and Translation.
In 2024, she added a Professional Master’s in Business from IMI, accredited by UCC, graduating with First Class Honours. Completed part-time over three years, the qualification combined the Professional Diploma in Strategy and Innovation, the Professional Diploma in Leadership and the Advanced Strategic Performance Programme.
“I was at a stage in my career where I had moved into management and was interested in fine-tuning my professional skills and developing further through a structured qualification,” she said.
The flexible format allowed her to continue working full-time while completing each stage over several years. She began the Professional Diploma in Strategy and Innovation with Dr Jonathan Westrup in 2021 and, having enjoyed the challenge, continued through the full master’s pathway.
She was joined on each diploma by TG4 colleague Pádraig McHugh, with the pair encouraging each other when the experience became demanding. Another colleague, Tomás Ó Neachtain, joined them for the Professional Diploma in Leadership.
Turning Creativity into Strategic Thinking
Working in an innovative organisation had already given Deirdre a strong interest in strategy. She joined IMI to gain the tools and frameworks to develop that thinking and, above all, become a more effective leader.
One discovery was how strongly she connected with innovation.
“I was surprised to learn that I enjoyed the innovation aspect of the diploma a lot more than the strategy modules and how it allowed me to use my creativity more,” she said.
The timing proved important. As Deirdre moved into more senior roles within TG4, she wanted to become more effective at influencing decisions and expressing her knowledge with greater confidence.
The Professional Diploma in Leadership, led by Dr Philip Matthews, brought together a class of more than 40 participants. The experience encouraged them to move beyond their comfort zones and become more reflective about how they led.
“What stays with me the most is how leadership styles differ and are often driven by situations, and the need to know which style to use and when,” she said.
Learning That Could Be Applied Immediately
Across both diplomas and the Advanced Strategic Performance Programme, Deirdre gained practical tools she could apply directly within TG4. The experience challenged her thinking about strategy, leadership and organisational performance, while providing frameworks she continues to use today.
The Advanced Strategic Performance Programme with Professor Thomas Garavan was a particular highlight.
“We had a great class who really supported each other through the final year. Tom Garavan was very positive and encouraging to all of us and very generous with his time,” she said. “I found the course very practical and applicable to the workplace.”
Dr Matthews and Professor Garavan both made a lasting impression. Dr Matthews helped her reframe her understanding of leadership, while Professor Garavan stood out for his extensive knowledge, personal encouragement and belief in participants’ abilities.
“Both combined academic rigour with practical application, which made their teaching very relevant and memorable,” she said.
Stepping Beyond the Comfort Zone
One of Deirdre’s most memorable experiences was the leadership module at Killary Adventure Centre in Conamara. Despite not looking forward to it, she ultimately found it to be one of the highlights of the three years.
As TG4’s headquarters are based in Conamara, they invited the class to visit the broadcaster on the way to Killary.
“It was lovely to show them where we are and why our work matters,” she said.
The Killary experience also reinforced one of her most important lessons from the programme: many of the limits people place on themselves are self-imposed, and a strong team can help individuals achieve more than they thought possible.
It was part of a wider shift in her understanding of leadership. Rather than searching for one correct approach, she learned the importance of adapting to the situation while remaining authentic.
“One of the greatest lessons was realising that there is no right or single style of leadership, and that it involves being authentic, building meaningful relationships as a leader, remaining true to your values and reflecting those in how you lead,” she said.
A Network Built Through Shared Experience
The relationships formed at IMI were central to Deirdre’s experience. Travelling from Conamara to Dublin and Cork was sometimes difficult, particularly during the winter, but attending in person allowed her to build stronger connections with classmates from a wide variety of professional backgrounds.
“The classmates in each diploma made the experience so enjoyable,” she said. “It was great to get to know people from such a variety of backgrounds, and I am in touch regularly with some of them still.”
Those relationships continue to have professional value. In her role as Director General, Deirdre now has a broad network of people she can approach for perspective and advice.
Preparing to Lead TG4
The programme coincided with a period of growing responsibility at TG4. Deirdre credits it with strengthening the knowledge, confidence and leadership capability that ultimately helped prepare her to become Director General.
“The timing couldn’t have been better,” she said. “The Advanced Strategic Performance Programme gave me all the necessary frameworks and structures to prepare for the Director General role.”
The learning has allowed her to combine more than two decades of practical broadcasting experience with proven approaches to strategy and organisational performance. She believes that combination has made her a stronger decision-maker and continues to shape how she leads TG4 and approaches its long-term strategy.
For Deirdre, however, the most enduring memories are of the people who shared the experience.
“The people stand out above everything else,” she said. “I made great friends over the three years, and we had good fun too.”
Deirdre Ní Choistín’s journey reflects the value of continuous learning at a pivotal stage in a career. Through challenge, reflection and relationships, her time at IMI helped turn extensive professional experience into the confidence and strategic capability required to lead TG4 into its next chapter.
