Link to this video
The BBC is "putting a stake in the ground" by airing a promo for new BBC2 dramas under the banner Original British Drama.
The promo shows highlights from forthcoming BBC2 dramas including the The Shadow Line, starring Christopher Eccleston, and an adaptation of Sarah Waters' The Night Watch.
BBC drama controller Ben Stephenson says: "This line [Original British Drama] goes to the heart of what we believe in here. It's an opportunity to put our stake in the ground and exemplify our attitude."
Why does the British Broadcasting Corporation feel the need to emphasise the Britishness of its dramas right now? After all, it has been making original British TV drama for about 60 years. Could it be that BSkyB banging on about all the high end drama on its new channel Sky Atlantic – mostly from HBO and other US broadcasters – has got up the noses of BBC executives?
Sky also says it has increased its original drama investment by 400% between 2009/10 and 2011/12 – without giving an indication of what this means in millions of pounds.
Last autumn Stephenson had a pop at BSkyB's commitment to homegrown drama and labelled as a "myth" the common refrain that US TV is better at making drama than its UK counterparts.
He seems to be warming to his theme with the Original British Drama campaign. So is it a response to Sky?
Stephenson says: "The fact is we invest more than anyone else and we don't have to appeal to a specific demographic. We're the best place to do the best work without commercial pressures, we don't have to be looking constantly to appeal to a specific audience or US audiences."
BBC4 has had success this year – in digital ratings terms – through airing Scandinavian drama The Killing and Stephenson admits "much can be learned" from abroad, but says: "It's about having the best of British talent. We're always trying to be original and proud to be British. These things sometimes get lost in the argument. But at the end of the day, we should be incredibly proud of our talent, who are making world-class drama."
Sky marketing department, over to you...