Interview: Claudia Rosencrantz, ITV entertainment (Evening Standard)
IT WAS the secret transfer deal that caught even his producer unawares. By defecting to ITV this week after 33 years, Michael Parkinson has put a huge hole in BBC1's Saturday night schedule and seriously embarrassed its executives. The channel's controller, Lorraine Heggessey, played down the loss as a chance to bring in "big names from the next generation". But at ITV there is no disguising the glee at another coup at the opposition's expense.
"That's what I'd be saying if I were her," smiles Claudia Rosencrantz, the network's controller of entertainment for the past nine years. "He's been synonymous with a very classy type of programme for the BBC, and it must be disappointing for them."
Rosencrantz, together with Nigel Pickard, ITV's director of programmes, stepped in when Parkinson lost his preferred Saturday slot to football. After his agent called to explain Parkinson's "problem", they conceived a strategy designed to show how far ITV appreciated the needs of its talent.
"We decided we needed to be very secret, but that we were completely committed to him from the moment it was first discussed," she says. "We knew that he'd have to have a good think about it." Indeed, Parkinson signed the contract just half an hour before the press conference to announce it.
Rosencrantz, whose successes include Pop Idol, Who Wants To Be a Millionaire? and I'm a Celebrity, ... Get Me Out of Here! says it is not enough simply to sign a highprofile star and presume they will be happy. Having worked briefly at the BBC, she says she can understand why some of its top presenters - including Des Lynam and Barry Norman - have quit amid similar grumblings about the corporation's management.
"The secret of signing talent is to know what you're going to do with them," she says. "It's clear what Michael Parkinson is coming here to do - with the 10pm slot that's right for him and for the show."
Commissioning editors must back their instincts, she says - even if their shows underperform. When BBC pressure to sign an exclusive contract led Ant and Dec to commit to ITV, for instance, Rosencrantz was convinced they should star in a "zoo"format show. After the 2001 show, Slap Bang, delivered poor ratings, she decided that the problem was viewers' lack of familiarity with the pair. To solve it, she put them on Pop Idol and I'm a Celebrity ... - which made them mainstream stars.
Her biggest risk was Millionaire, which sat on her desk for two years before she had a programme director - David Liddiment - who would back her. "We didn't know how many people would phone in, or whether people would win £1 million every night. The first night it hit air, I thought, 'Oh my God! Maybe I'm mad.'" The show's success, which revived ITV's ratings and finances, convinced her to abandon focus groups for her " passionate beliefs". Her guiding principle, she says, is to back shows that will "cater for everyone" - bringing families together to argue about Pop Idol finalists, or to feel " emotionally involved" in new programmes-such as Gordon Ramsay's-Hell's Kitchen.
If there are failures - Reborn in the USA and Survivor received disappointing ratings and critical maulings - she merely blames "media expectations" while celebrating the "risk".
"The public wants to be constantly challenged," she says. "Hell's Kitchen is groundbreaking - we build a restaurant that has to serve 70 covers a night. It's not a game - it's for real."
CRITICS, though, suggest that the channel relies excessively on formatted shows and reworkings of earlier hits. Doesn't Hell's Kitchen, for instance, sound rather like Jamie's Kitchen?
"It is completely different," she insists. "This is about a truly exceptional chef putting his reputation on the line to train people to run a restaurant." Besides, she says, there is no such thing as a new idea in television - "just a modernisation of an idea. Millionaire was just a brilliant new way of putting a quiz show in context.
"Pop Idol and Pop Stars were just a new take on the talent show. I run 500-600 peak-time slots, with everything from Harry Hill's TV Burp to The Impressionable Jon Culshaw. They are not stifling creativity - they are embracing it."
Critics' views count only when they echo the public's, she says. "Look, I get people in the media coming up to me saying, 'I'm embarrassed to admit I love I'm a Celebrity ...'. Why be embarrassed? It's not as if you're saying you're a paedophile."
Still, they may be pleased to know that she has ordered no more reality shows - although Celebrity could last "for as long as we feel we can deliver those personalities viewers want to watch".
A mother of a six-year-old girl - she is married to the actor Daniel Abineri - Rosencrantz, 44, says she lives a quiet, bookish life. How, then, does she know what the typical ITV viewer wants? "I may not move in media circles, but I talk to people all the time," she says. "And I know all about children's TV from my six-year-old. She plays Pop Idol every night - she is Simon Cowell and her toys all have to perform."
Her career began on the picture desks of the Telegraph Magazine and Elle. After meeting then News of the World editor David Montgomery at a party she found herself writing a "What's hot, what's not" column for the paper's magazine. "It was hilarious. The subeditor was Mystic Meg."
But she was determined to work in television, and won a researcher's job at LWT. The fact that she was committed to jury service when she should have started did not bother her: she simply persuaded the court clerk to give her a short case on the grounds that "it would help me change my life". Rosencrantz, clearly, is not lacking in self-belief.
She has great hopes for Parkinson, even though his BBC ratings were in decline - "purely because they moved him about", she believes. But what if commercial pressures in the newly merged ITV begin to restrict her freedom to take risks?
"It's business as usual as far as I'm concerned, whatever the merger means," she says. "I'm not a very insecure type of person, as you may have gathered."
(Evening Standard, April 28 2004)
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