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Wrinkle-Free BBC.
- Article from:
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Cable World
- Article date:
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January 9, 2006
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Copyright informationCOPYRIGHT 2006 Access Intelligence, LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Before its launch in March 1998, the prevailing wisdom was that BBC America fare would resemble Masterpiece Theatre and appeal to an older demographic. Wrong. While running its share of period pieces, BBC America's defining virtue has become its eclectic pastiche of a lineup, including young- skewing dramas such as the lasciviously delicious airline romp Mile High and Footballers Wive$, the Dallas-like drama where pro soccer players do most of their scoring off the field. These and other irreverent shows have helped cultivate a solid relationship with a well-heeled, educated 25-54 viewing base.
BBC America now wants more. This quarter it will launch two campaigns ...