Wednesday, March 09, 2005

ITV's new star formula

ITV has introduced a new budgeting formula whereby money is allocated to programmes in accordance with the popularity of the stars involved, reports Media Guardian (free registration required).
The formula has caused an immediate row within the network, with those who control programme commissioning saying it betrays a fundamental lack of understanding about how the creative process works.

One insider said: "What it now means is that it's more difficult to get a bigger budget unless you've got well-known faces, such as Ant and Dec or Julie Walters.

"It stifles risk-taking and gambles. But the thing is you often can't tell which shows are going to be hits - often viewers don't act as you think they might, despite a big name being attached. And surely that's down to the commissioners' instincts and experience, rather than a formula."

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