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Bookmark and Share ITV prepares to take on Dr Who

1/23/2007 05:24:00 pm - Reported by Kenny Davidson

January 23, 2007  •  Posted By Kenny Davidson
The UK's largest commercial broadcaster, ITV, have revealed a major marketing campaign for their six million pound science-fiction dinosaur drama Primeval which they hope will be their answer to BBC One's Doctor Who in the Saturday tea-time slot.

David Pemsel, ITV's new group marketing director, said: "Primeval is a bold scheduling step into Saturday night family drama. We believe the series will have both a wide ranging family appeal as well as becoming cult viewing for aspirational adults."

According to Media Bulletin, ITV is backing their series with a heavyweight marketing campaign. Transmission dates are not yet confirmed, but the series is believed to start in mid February.
M and C Saatchi has created an off-air campaign, encompassing outdoor and press ads, while ITV's in-house promotions agency, ITV Creative, has produced the on-air activity.

The creative introduces members of the cast and attempt to recreate the high-tempo pace of the series with action scenes and the strapline, "Time for adventure".