The Stage

ITV2 invest millions in bid to be ‘more experimental’ with comedy

Published Tuesday 11 April 2006 at 14:30 by Liz Thomas

ITV2 is to plough millions into boosting its comedy output in a bid to become a breeding ground for big-hitting shows that can transfer on to the main channel.

The network is keen to use its digital channels to increase audiences in the genre, into which ITV has found notoriously difficult to break. It is hoped the move will enable the broadcaster to develop projects over time and help it emulate the success of shows such as Little Britain, which aired on radio before transferring to BBC3 and later BBC1.

John Whiston, director of the network’s programme-making arm ITV Productions, told The Stage: “This is an opportunity for ITV to be a bit more experimental with comedy.”

It is understood that entertainment director Paul Jackson and Zai Bennett, controller of ITV2, are working closely to reposition the channel as a home for innovative comedy and have a number of pilot projects in development.

Saurabh Kakkar, ITV Productions head of comedy, said the plans made sense because they allowed shows to develop without the pressure of having to deliver bigger ratings quickly on the main channel. He added: “There are enormous risks with comedy and often shows need to gestate. Anything that takes the heat off talent and allows shows to build up a fanbase over time is a good thing.”

The network’s comedy output has come under fire in recent years and even shows featuring traditional bankers such as Ricky Tomlinson, who starred in Mike Bassett: Manager, and Monkey Trousers, a comedy sketch show with Vic Reeves, Bob Mortimer and Steve Coogan, have not been successful.

Last year, the broadcaster’s former director of programmes Nigel Pickard said: “The biggest joke about ITV’s comedy is there isn’t any. We are walking a tightrope. This is foreign territory for ITV. We need to experiment but it is not easy.”

It has yet to name a controller of comedy following the departure of Sioned Wiliamduring director of television Simon Shaps’ recent overhaul of the commissioning structure.

Comedy stars are often wary of putting work directly on to BBC1 and ITV1, where demand for commercial and ratings success is highest. Ricky Gervais and Stephen Merchant opted to air Extras - their first project after The Office - on BBC2 and Catherine Tate has also decided to stick with the channel, despite the fact that BBC1 controller Peter Fincham has been keen to lure them.