ITV Revives Crossroads To Boost Flagging Daytime Schedule

ITV has commissioned two new UK-produced soaps from United and Carlton. Trafalgar Road will replace the teatime slot previously held by Home and Away, and Crossroads is to be revived as the centrepiece of ITV’s 2001 daytime schedule.

Announcing the deals David Liddiment, director of programmes, said: “This is a major investment by ITV in original, UK produced drama. Soaps play an important role in connecting channels with their audience. In a multi-channel age I believe that their ability to create appointments to view in the schedule will be even more crucial.”

Trafalgar Road will be produced by United Productions to fill the gap left when Channel 5 poached its teatime Australian soap, Home and Away (see Channel 5 May Seek To Move News For Home & Away). Based in South East London it centres on a group of young families.

Home & Away‘s lunchtime slot will be replaced by the return of a 21st Century Crossroads, produced by Carlton, amid calls for an improvement in daytime schedules (see Breakfast Time Best For Ads, Says Report). Maureen Duffy, ITV controller of daytime, said: “The new Crossroads will be absolutely of our time. It will really strengthen ITV’s daytime schedule by providing our viewers with strong narrative dealing with the realities, issues and fun of everyday life.”

The new soaps will be launched in early 2001.

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