Monday, May 11, 2009

Loyalty points

For Russell T Davies, who relaunched Doctor Who and turned it back into a global brand, failing is not an option. "Our show couldn't exist without money from BBC Worldwide," he says. "We're running a business from within a public service broadcaster - our merchandising, novels, comic books, towels all help keep the show on air."

In developing The Sarah Jane Adventures for children and Torchwood for adults, Davies tried to define the core brand values of Doctor Who, and decided that could be dangerous. "The original Doctor Who was designed by a focus group to fill a gap between Grandstand and Juke Box Jury," he says. "They used to use five words to describe the Doctor, and one of Tom Baker's was 'bohemian', but that started to limit the storylines. I think it's important not to define him in any way, except he's a hero who doesn't use violence.
Read the full article here


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