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Rai Due, the youth-orientated, second channel of Italy's state broadcaster has bought two major British drama series, Life on Mars and Primeval, from 91Èȱ¬ Worldwide, the commercial arm of the 91Èȱ¬.
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Traditionally a buyer of British documentaries and children's programmes, this deal marks one of the very few occasions when the broadcaster has invested in UK produced drama.ÌýÌý
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Life on Mars, a Kudos production, and Primeval, produced by Impossible Pictures, are both hugely popular in the UK and abroad with 91Èȱ¬ Worldwide having sold each title to over 40 broadcasters.
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Rai Due has licensed Series 1 and 2 of both dramas.
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Ben Donald, Head of Northern Mediterranean & Russia, 91Èȱ¬ Worldwide Global TV Sales said: "British drama has definitely had a turnaround with Italian audiences; they find it more appealing, slicker and sexier than they have in the past.
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"Until recently this genre has been hard to sell to Italian broadcasters but we had a major breakthrough earlier with Mediaset who licensed Robin Hood and now Rai Due has recognised that our catalogue contains some very original and exciting drama."
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Giorgio Buscaglia, Head of Programming Schedule Rai Due, said: "We are very excited to renew our partnership with 91Èȱ¬ Worldwide. We have already acquired two enormous successes, Teletubbies and Fimbles, which proved to be two huge hits with our pre-school viewers.
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"Now we are able to add to our traditional slate of renowned US series with Life on Mars and Primeval, two British titles of great quality and guaranteed appeal for our Rai Due audience. We feel sure to have kick-started a new and peaceful British invasion."
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Combining the dazzling special effects of Walking With Dinosaurs with Jurassic Park-style action and thrills, plus a haunting love story, Primeval is a monster hit with viewers.
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Douglas Henshall stars as zoologist Nick Cutter who, along with his team, discovers prehistoric creatures alive and well in the present day but are under Government orders to keep the public from finding out.Ìý
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Life on Mars, winner of an International Emmy for Best Drama Series and a Banff Rockie, is a witty, fast-paced crime series with a twist that has received universal critical acclaim.Ìý
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Based in Manchester in 1973, Philip Glenister stars as DCI Gene Hunt along with John Simm who plays Sam Tyler.
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91Èȱ¬ Worldwide at MIP TV 2008, Stand G3.40.
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