Originally Posted by sunbeam007:
“ITV is not a quality brand and I'm not sure they've worked out what they want to be. I'm watching the very first episode of Rainbow (no George, Geoffrey or Rod, Jane and Freddy) and it started off with the Thames ident. It reminded me how Thames used to mean quality whereas now ITV feels more like LWT.
Brideshead Revisited or Jewel in the Crown would be on Sky Atlantic or HBO but it'd be crazy to confine them to Encore. Maybe that channel should become more of a first-look channel.”
I think the vast majority of the audience have no problem finding and watching quality drama on ITV, it has a long and distinguished reputation in the genre. It's the channel of Broadchurch, Cracker and Prime Suspect, and its drama remains its great strength.
Of course, Chris Chibnall said that when they were pitching Broadchurch initially they thought they might try Sky Atlantic because they thought it would be the kind of bold thing they were after. It ended up on primetime ITV, so if you're tossing up between those two I'm not sure what Sky Atlantic can actually offer. I guess it can benefit in terms of scale, but not all dramas have to be big budget mammoth affairs, do they? British audiences are still happy to watch small scale affairs as well. I guess they may also have a benefit in being able to do very long runs, which ITV probably wouldn't, but they don't seem massively interested in doing that.
Incidentally I see in Broadcast this week that Polly Hill is suggesting ITV are looking for story-of-the-week dramas which can run for several weeks of the year every year, in the style of CSI which would be good, I think.