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".

But it's incredibly important that we don't define "value" solely around productivity or cost-cutting. One of the fundamental lessons we learned from Creative Future was the value you can grow, the audiences you can build, when you think about projects not just in terms of single linear broadcast windows but across different platforms and media.

It will be much harder to justify very high budgets for content that only gets a single outing on a linear channel. But that's no longer the right way to think about content commissioning. In future major projects should extend not just across TV, the web, radio, and mobile but through multiple windows across time and across different business models.

So: Russell T Davies, Julie Gardner and BBC Wales build a brilliant sci-fi production factory to deliver Doctor Who. And when I say "factory" I don't just mean physical production, I mean ideas, development, brilliant scripts, design as well. A complete creative operation.

The factory of course makes even better creative and economic sense when you add Torchwood and The Sarah Jane Adventures. Doctor Who plays out across BBC and UKTV channels. The Torchwood website is not just commissioned on day one but is out there before the TV premiere. There's a coherent plan in place for the whole audience relationship with the content almost from the start.

Now clearly this kind of 360 degree exploitation could be creatively limiting or tawdry. Commercial priorities could distort the original commissioning intention. But it really hasn't been in this case and that's because we've had totally committed creative leaders at the centre of decision-making at every stage of the process. You'd have to talk to them directly to hear how they've found it, but my sense is that the sheer scale of the possibilities, the potential to link different titles and different platforms has been creatively inspiring and liberating.

Dr Who bosses have denied claims that star David Tennant is to quit the show - but said a fourth series featuring the Scot as the Timelord has not yet been ordered.

Reports claimed Tennant, 35, would leave in the middle of the fourth series of the sci-fi drama, due to begin filming next year - sparking a hunt for the 11th Timelord after less than two years in the role.

But a BBC spokeswoman said that no fourth series had even been commissioned yet and negotiations with the star would not begin until it had been given the green light.

"David is absolutely committed to the show and is currently filming the third series," said a BBC spokeswoman today.

"There is no fourth series currently commissioned yet so we could not confirm his involvement in that yet.

"David Tennant is committed to the series. When a further series is commissioned, we will be able to confirm his involvement."