ITV introduces star popularity system to allocate drama budgets

by Sam Matthews, Brand Republic 09-Mar-05, 11:00

LONDON - ITV is launching a 'rate of return' system whereby dramas with big name stars will get a higher-than-average budget depending on the calibre of the celebrity.

Under the new system, a drama starring 'Wire in the Blood' actor Robson Green will be commissioned with a much larger budget than a drama with a relatively unknown cast.

The ROR system is designed to minimise ratings flops and comes as ITV is facing up to criticism for dropping 10% of its audience share year on year.

The network will use the ROR system to subtract points from a celebrity's total if they star in a drama that turns out to be a ratings disaster.

The more points a celebrity receives, the more commissioners will allocate in terms of drama budget.

The system will also apply to entertainment sector, with stars like Ant and Dec being rewarded for high ratings on their 'Saturday Night Takeaway' vehicle and presenting 'I'm a Celebrity... Get Me Out of Here!'.

The ROR system is likely to face criticism from creative heads, whose budget will be limited unless they opt for a big-name star when a less well-known actor may be the best person for the job.

The system is not foolproof either. In 2001, ITV teamed up two of its biggest stars, John Thaw and Sarah Lancashire, for a series about double-glazing called 'The Glass'.

Audiences were less than impressed with the series, which proved that uniting two big-name stars does not necessarily entail big ratings.

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