Britannia High is upstaged by Antiques Roadshow

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But where the broadcaster is really hoping to make a mark is beyondthe screen. It is hoped that the tweenagers who spend their Sundayevening tuning into the programme’s mix of dance and songwill also lavish their time and pocket money upon a myriad of extrafeatures the broadcaster has dreamt up. The music from the showwill be released in album form, as part of a deal with FascinationRecords, the Universal label, on November 17. On the same day, for£19.99, fans will be able to get their hands on a DVD, with asecond released in January after the series ends.
However, parents of young teenagers should not expect their walletsto close there. Gustavo Antonioni, commercial brand director of ITVGlobal Entertainment, said: “Our target audience is girlsaged 11 to 14. This audience is on the move, digital, smart, savvyand image-conscious. We are strategically extending the brand intofashion, music, portable entertainment and stationery productsthrough the leading characters’ personalities and lifestyles.
“We believe this approach will prove to be exceptionallypopular and engaging with today’s teen consumers as it is amore realistic approach to licensing.”
On top of the sales push, the show’s website, which screenedthe first episode a week before it was broadcast, will publish manyextra features, as part of ITV’s online push. The broadcasterhas found success in screening alternative endings of Coronation Street plots online, and hopes to widen coverage of its top brands on theinternet. Those who log on will find mobile ring-tones andwallpapers, songs to download, documentaries and dance lessons.
Kate Bradshaw, head of online commissioning for ITV.com, said:“We know that the audience for Britannia High is going to expect a lot more online than a couple of pages. Wehave created faux social networking pages, individual videos and singing and dancelessons. We have taken strands from the programme and expandedthem, for example where two of the characters are interested in theschool’s radio station in the programme, you can listen tothat online. It takes the fictional world that bit further.”
In the run-up, ITV encouraged a rumour that the programme wouldhave a reality show format. In reality it is slickly filmed drama.It will be aired in eight prerecorded parts, culminating in a live75-minute finale, likely to take place in its Manchester studios.
It has met with a lukewarm reception from reviewers, who havecomplained that it is patronising and lacks plot. One called it a“clichéd fiasco”, another called it a“Christmas turkey”.
The response by the broadcaster has been a publicity blitz, withthe show’s stars hauled on stage to kick off its National Television Awards on Wednesday before 5.3 million viewers. If viewing figures do notrise, one option could be to move the show to a different night ofthe week, but ITV insists that it has no plans to alter itsposition in the schedules.