ITV launches 'Selfridge' skein

LONDON -- U.K. terrestrial web ITV is hoping another Edwardian drama can repeat the success of "Downton Abbey" as it announced a 10% growth in revenue at its production arm as financial results for 2011 were published. The new 10-parter, "Mr Selfridge," scripted by Andrew Davies, tells the story of the U.S. entrepreneur Harry Gordon Selfridge, the founder of high-end London department store Selfridge's. Aimed at the global TV market, "Mr Selfridge" will bow at next month's Mip TV sales mart. Maria Kyriacou, managing director, ITV Studios global entertainment, said: " 'Mr Selfridge' is a big ambitious drama with clear international appeal; we're confident it will be a target for broadcasters looking to invest early in elaborate, high volume scripted content." There are no casting details at present. With luck, the show will be a big earner for ITV, whose bottom line has failed to benefit from "Downton Abbey" because while the web commissioned the show, it is produced by NBC Universal-owned Carnival. However, ITV CEO Adam Crozier hailed the perf of ITV Studios as he highlighted the hike "in non-advertising revenues of 93 million" ($148 million) as clear evidence of progress in rebalancing the web's business and its ability to diversity revenue streams. Total revenues at ITV Studios grew 10% to 612 million ($976 million), fuelled by international production, including 111 new commissions in 2011, 66 in the U.K. and 45 internationally. The ITV-led co-production of "Titanic" has been sold to 86 countries. Overall ITV reported a 14% increase in pre-tax profits to 327 million ($521 million) in 2011. Crozier said that "in time" ITV might consider growing its production activities by making acquisitions. But the focus was on organic growth and he ruled out any interest in buying Endemol. Contact the Variety newsroom at news@variety.com