Lynda La Plante has a series of TV hits under her belt (Prime
Suspect, Widows), but also a few recent misses (She’s Out, Civvies).
This one-off drama, Supply and Demand, which also marked the acting
debut for the comedian, Freddie Starr, is La Plante’s latest crack at
quality drama. If it is deemed to have been successful by the Network
Centre powers that be, it could be commissioned as a full-length
But reactions to this pilot were mixed. Ratings were OK but not
spectacular, though seven advertisers had lined up in the first break to
test the waters: First Direct, Kleenex, Orange, Halls Lozenges,
Sanatogen, PPP Healthcare and Emirates Airlines.
For Kleenex, advertising its Ultra range, the programme offered the
opportunity to reach light viewers who fall into its housewives and
upmarket housewives target market. La Plante’s reputation also
guaranteed the show appointment-to-view status.
The one-off nature of the drama also lured Orange, which always favours
special, upmarket dramas.
First Direct saw the programme as a smart buy, particularly since it was
almost sure to be ’pick of the day’ in most papers.
Client: First Direct
Agency: New PHD
Buyer: Lisa Jones
Agency: John Ayling
Buyer: Richard Kok
Buyer: John Davidson
Programme: Supply and Demand
TV station: ITV Central
Date: 5 February, 21.00
Break transmission time: 21.20
Barb: 11 ABC1 adult TVRs (live).