ITV’s Endeavour pays off
Among the many different TV drama formats that exist on the international market, one that seems to work consistently well for the British TV audience is the feature-length story-of-the-week drama (circa 100 minutes) based around a recurring character. Examples over the years include Inspector Morse, Midsomer Murders, Cracker, Prime Suspect and Sherlock.
UK broadcasters don’t commission these shows in very big numbers, usually in batches of three to five on an annual basis. But the successful ones are so durable that, before you know it, there’s a huge library of episodes that can be repeated ad infinitum and sold to broadcasters around the world. Midsomer Murders, would you believe, now runs to 109 episodes, while Morse – starring the unforgettable John Thaw – racked up 33 episodes.
ITV’s Morse, of course, has given birth to a dynasty of dramas. After the initial series (based on the novels by Colin Dexter), ITV launched a franchise around his sidekick Lewis. And then it turned its attention to the adventures of the young Morse in series called Endeavour – written by Russell Lewis, whose many credits include Kavanagh QC, Sharpe, Hornblower and Marple.
When ITV first announced it was making a pilot of Endeavour in 2012, it would have been easy to complain about broadcaster risk-aversion. But the combination of Morse folklore and 1960s Oxford seemed a dead cert to succeed. And so it has proved – after attracting around 8.2 million viewers for the pilot, the first batch of four films in 2013 pulled in an average audience of around seven million.
Ratings have dipped slightly since then, but not enough to damage the franchise. In 2015, for example, the fourth series attracted an average of 6.3 million viewers and a 22% audience share – which is better than most dramas on British TV. So it’s no real surprise that ITV has just announced a new series will go into production in Spring 2016.
Commenting on the decision, ITV director of drama Steve November said: “We’re delighted with the audience’s reaction to Endeavour. It was an easy decision to recommission due to the quality of the scripts from Russell Lewis and the excellent production values from (producer Mammoth Screen).”
While SVoD and pay TV platforms are currently in the golden age of drama experimentation, the success of Endeavour (when contrasted with ITV’s lacklustre ratings for Jekyll & Hyde and Beowulf: Return to the Shieldlands) is symptomatic of how difficult it is for mainstream commercial networks to be adventurous in their programming choices. This isn’t just an issue in the UK, but also in markets like the US, Germany and France, where there’s a clear difference in audience tastes between the established free networks and subscription TV.
Another positive point worth noting about Endeavour is that is distributed internationally by ITV Studios Global Entertainment (ITVSGE). This means the show is a revenue generator twice over for ITV (unlike Downton Abbey, for example, which was distributed by NBC Universal).
Mammoth Screen’s involvement is also interesting. An ITV-owned production company, Mammoth Screen has developed the kind of track record that would make it very tempting to back if it were a horse. Aside from Endeavour, it has also made Poldark, And Then There Were None and Black Work in recent times. All of that must make ITV feel pretty confident about the prospects for upcoming series Victoria – also produced by Mammoth Screen.
Still in the UK, this week saw the return of Happy Valley, from Red Production for BBC1 and written by Sally Wainwright. The first series is widely regarded as one of the best British dramas of the last few years – so there was some anxiety that the second series might prove to be a let down. However, the new run has started incredibly strongly, attracting 6.5 million viewers for its first episode, the highest for the show so far.
Not only that, the second series is drawing critical acclaim. IMDb’s rating of 9.2 puts the show right up among the best dramas in the business, while The Daily Telegraph was also effusive in its praise. In a five-star review, the paper said: “The plot is already full of suspense and possibilities. Performances were uniformly excellent. Sarah Lancashire was charismatic: fast-talking and teak-tough at work, bursting into tears of anguish when she got home. The cast additions were promisingly classy, too.”
Another strong performance in the UK came from the reboot of Fox US’s iconic series The X-Files, which is airing on Channel 5. The first episode of the six-part show attracted 3.35 million, the highest launch of any US drama on the channel since 2009. In the US, meanwhile, episode four of the new X-Files attracted 8.3 million viewers, very similar to the previous episode’s figure.
Another series that deserves some credit for its remarkable consistency is The CW’s highest-rated show, The Flash. Over the course of a 23-episode first season, the show averaged 3.84 million. Season two started slightly softer, around the 3.5 million mark, but has got stronger as the series has progressed. Now on episode 13, it has just recorded a season high of 3.96m viewers and its highest share of 18- to 49-year-olds to date.
The Flash is based on the DC Comics character and is part of a much broader alliance between The CW and DC that is working incredibly well. At the time of writing, The CW’s number-two show is DC’s Legends of Tomorrow (which launched in January), while number three is fellow DC-based show Arrow. The CW, it should be noted, is 50% owned by Warner Bros, which also owns DC.
Linking all three shows are writer/producers Greg Berlanti and Andrew Kreisberg, who were also both involved in CBS’s reboot of DC’s Supergirl. CBS owns the other 50% of The CW, creating another nice link back into the extension of the DC franchise.
Finally, on the programme acquisition front, UK channel BBC4 has acquired Nordic Noir drama Modus from FremantleMedia International. Commenting on the Miso Films-produced drama, Cassian Harrison, editor of BBC Four, said: “BBC Four continues to bring the very best international drama to its audience. With its gripping storyline and rich, complex characters, Modus is a clever, entertaining Saturday night treat.”
Jamie Lynn, FMI exec VP of sales and distribution for EMEA, said the BBC4 pick-up would help boost his company’s international sales effort on the show: “BBC4 is recognised by the international broadcast community for its quality foreign drama and has landed and launched some of the industry’s biggest Scandi titles in its Saturday night slot, all which have gone on to receive worldwide acclaim. This prestigious slot has become a beacon, and when searching for the next big non-English language hit, the international world looks here.”