ITV promises to cast net wider for fresh talent

Published Tuesday 5 December 2006 at 15:55 by Liz Thomas

ITV’s controller of drama Laura Mackie is pledging to get more new faces on screens in prime-time productions, a move away from the network’s recent policy of repeatedly casting established actors.

The broadcaster has come under fire in the past for continually using the same small selection of household names, such as Caroline Quentin, Julie Graham, Robson Green and Martin Clunes, in its drama output. However, Mackie’s comments come at a time when ITV is keen to appeal to a wider audience and is commissioning slicker, edgier programmes with high production values in an attempt to attract viewers in the 16-34 demographic, which advertisers favour.

She told The Stage: “We are not saying we don’t want big names. Audiences love watching actors like David Jason, Martin Clunes or Caroline Quentin and because people recognise them and like them, they bring viewers in. What we are saying is that audiences like to be surprised and feel like they are discovering upcoming talent. We want to bring new faces together with more established ones and mix it up a bit in our prime-time dramas. It makes it much more interesting for the viewer.

“Look at Billie Piper and David Tennant - even though they have worked before - the viewers feel like they have been in on their transition to mainstream television. They feel like they have been involved in the process and that’s what we are trying to do with more of our drama and new talent.”

Mackie pointed to forthcoming shows such as Time of Your Life, starring Genevieve O’Reilly, and Primeval, which features former S Club 7 singer Hannah Spearrit, as highlighting a greater commitment to upcoming performers. In addition, the television adaptations of Jane Austen’s Northanger Abbey, Mansfield Park and Persuasion, have female stars - Felicity Jones, Piper and Sally Hawkins - all aged 30 or under.

Leading producer John Chapman, who has worked on acclaimed television productions such as Common as Muck, The Lost Prince and Cracker, agreed that mainstream drama should showcase fresh performers.

He said: “Finding new talent is an important part of a producer’s job. Absolutely drama should act as a showcase. The point about having less well known faces is that you are not looking at the people playing the character, you are just absorbed by the character.”