ITV's Mr Bates vs The Post Office is proving a worldwide hit with TV audiences

07 March 2024 , 12:03

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ITV has sold the rights to the factual drama Mr Bates vs The Post Office to 12 different foreign broadcasters (Image: PA Wire/PA Images)

ITV's show, Mr Bates vs The Post Office, has made such a splash in the UK that it's been snapped up by 12 international broadcasters, despite its "particularly British," theme, according to ITV's boss.

Carolyn McCall expressed her pride in how the programme has highlighted the struggles of subpostmasters and sparked changes in the law. The announcement came as ITV reported a dip in profits last year due to difficulties in attracting advertisers to traditional TV ads.

Chatting with reporters on Thursday, Ms McCall said: "We're very proud of what it's achieved. I think it really does show the power of TV. TV is really really brilliant, whether it is for viewers or for advertisers, it's really brilliant at emotional engagement and moving people."

"And it often moves them to action. I think Mr Bates is one of the most brilliant examples of that. It's interesting, because British dramas like this, which are particularly British and will resonate in Britain, don't often travel globally."

"And of course from a studio's perspective, you want to take what breaks on ITV1 strongly and take it around the world. Now interestingly this has had such an impact on society here because it's the public that has risen up and the Government is listening."

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"There has been a change in legislation and there will be a change in how the subpostmasters are compensated or redressed as they would say. So it has had a huge impact on the structure of the Post Office not being allowed to judge their own cases or rule in their own cases. Also pleasingly we've sold it to 12 markets worldwide, and that is brilliant actually."

ITV reported growth in some areas of its business, but keeping up with advertising proved challenging. Profits dropped from £501 million in 2022 to £193 million before tax last year, according to ITV. The company struggled with what they call "linear" advertising the industry term for ads shown on TV rather than online.

ITV reported a "severe decline" of 15% in linear advertising, as companies that usually advertise were more cautious due to the weak global economy. However, digital revenue performed much better, increasing 19% to £490 million.

The decrease in advertising spending is also affecting international broadcasters, meaning they have less money to spend on TV programmes from ITV Studios, the company said.

Lawrence Matheson