The 9×45′ season will start filming in September, while additional celebrity specials (3×60′) have also been ordered. With series two now confirmed, DRG will look to further extend Catch Phrase’s licensing programme.
Catch Phrase, which returned to ITV1 after an 11-year absence in April this year, is a globally recognised brand and its iconic in-show personality Mr Chips is ideal for licensing opportunities. The brand has established itself as a top UK game show with the first series, consisting of 8×45’ episodes and 1×60’ celebrity special, achieving average peak audience figures of over 5m viewers, with a peak share of almost 24%, which was a 25% increase in share compared to the channel’s slot average. The programme, which is presented by Stephen Mulhern, is popular across all audience demographics, beating the benchmarks for age, gender and socio-economic groups.
DRG has recently launched a new Catch Phrase board game with licensee Drumond Park. It has also extended the Catch Phrase game play into an app, which launched on Kindle, iTunes and Google in May 2013. The app, which is currently listed as number three on the iPhone paid charts, achieved excellent reviews across the media and has 1m plays to date of the single and multi-player versions.
Charlotte Hargreaves, SVP marketing and business development, DRG, said: “Catch Phrase series one saw great ratings and performed well across all viewing groups, so we are pleased that series two will begin filming in September. The Catch Phrase brand is growing from strength to strength and we are excited about the further licensing opportunities this presents.”
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