ITV Asks BBC To Avoid Autumn Drama Clash
ITV is asking the BBC to reorganise its schedules to prevent a clash between two of this autumn’s biggest dramas.
In an attempt to protect potential advertising revenue, ITV has taken the “unusual step” of announcing that its re-make of the Russian classic Dr Zhivago will be shown in the key Sunday night slot on 24 November. The network is hoping that the announcement will persuade the BBC1 not to show its big-budget adaptation of George Eliot’s Daniel Deronda at the same time.
Both dramas have been adapted for TV by Andrew Davies, who’s previous work includes Pride and Prejudice for the BBC and Moll Flanders for ITV. In a statement issued today said it wants to avoid the programmes being scheduled head to head as a clash would clearly not be in the interests of the viewers.
ITV cannot re-schedule the programme as it has been pre-sold to advertisers. A spokesperson for the network said: “We’re sure that the BBC will want to avoid a clash as much as we do – these are two high quality dramas which will be a highlight for viewers this autumn. We’ve revealed our plans early to help the BBC in scheduling their programme. That way viewers can get the best of both worlds.”
The BBC has refused to reveal its scheduling plans for Daniel Deronda, but a spokesperson for the corporation said: “whatever we do will be in the interests of the viewers.”
Sunday evening has been the traditional slot for BBC1’s high-profile drama and it is difficult to see where else the corporation could show its Daniel Deronda adaptation. It also appears unlikely that the BBC will be sympathetic to ITV’s request without expecting something in return.
Speaking at this year’s Edinburgh TV Festival, ITV’s outgoing director of programmes, David Liddiment, renewed his criticised the BBC, claiming that the corporation’s increasingly populist approach to programming was having a detrimental effect on ITV1, which has seen its audience share fall from 28.3% in June 2001 to 23% in June this year (see GEITF 2002: Liddiment Admits To Taking Too Many Risks).
ITV: 020 7843 8000 www.itv.com
Recent TV Stories from NewsLine GEITF 2002: Ad Funded Programming Not Up To Scratch Broadcasters Concerned Over BBC’s Extra Funds GEITF 2002: Former Channel 5 Boss Attacks ITV
Subscribers can access ten years of media news and analysis in the Archive