ITV merchandising ambitions hit by Britannia High cancellation

by Daniel Farey-Jones, Brand Republic 20-Jan-09, 09:00

LONDON - Low ratings have forced ITV to cancel 'Britannia High', the homegrown rival to Disney's money spinning 'High School Musical' that it hoped to turn into a live events and a lucrative merchandising franchise.

An ITV spokeswoman has confirmed the series, which followed a group of teens trying to make it at a performing arts school, was not returning despite being "much enjoyed" by its target young audience: "Unfortunately, it just didn't deliver on the high volume of viewers we needed to make the programme viable."

'Britannia High' was a TV flop despite benefiting from ITV's biggest programme marketing investment of 2008 and being promoted with elaborate online activity including character profiles and clips on Bebo and with a dance roadshow.

It was the brainchild of well-known choreographer and 'Strictly Come Dancing' judge Arlene Philips and featured songs written by Take That's Gary Barlow.

But TV audience figures for the nine-part series averaged just 2.7m per episode compared with the Sunday teatime slot average of 5.6m.

There were plans for a Britannia High album and tour featuring songs and performers as well as for licensing the brand for other merchandise such as clothing and books.

One of ITV Global Entertainment's other big hopes for merchandising revenues is 50-year old soap 'Coronation Street'.

According to Campaign in November, this month ITV is set to announce five brand partners who have been allowed to use the soap's actors in their marketing activity and create licensed products.

Comments

jurgen Wolff - 20/01/2009

Unfortunately, they were let down by the scripts. The same is true of "Demons" on ITV. Huge amounts of money going into sets, effects, etc. but all in aid of lacklustre scripts.

Julian Wakeley - 20/01/2009

Better scripts would have had the same effect as putting lipstick on a pig. At least the viewers have been put out of their collective misery, rather than watch a programme which was comatose, strapped to a life support machine for another interminable season. No amount of marketing budget short of free holidays on Jupiter with Elvis for all viewers would have compensated for the disaster you would otherwise be forced to endure.

Phil Hickes - 20/01/2009

Good. Horrible faux-American rubbish.

suzanne letters - 20/01/2009

Real pity - the series was much enjoyed by all the young people I know - personally I loved the music - listen to it lots - what a shame. You did not have to watch it if you did not like it. Sx