The Big Season

ITV pulls the stops out... September 1975

Autumn was always traditionally the time when broadcasters unveiled their new programme line-ups for the coming season, and this week fifty years ago, it was all kicking off on ITV and BBC1. From quite an early age, I was aware of the 'new series for autumn' phenomenon: for me, it usually meant a new series from Gerry Anderson: Thunderbirds (1965), Captain Scarlet (1967), Joe 90 (1968). Every autumn, the TV Times would promote forthcoming attractions in a special feature, whilst on-air promotional trails often featured a special jingle or seasonal graphics. In 1975, it all came together – on ITV at any rate – in a package called ‘The Big Season’. It even had its own logo – a very 70s design – featured prominently on the trailers, and splashed across the cover of seven weeks’ worth of the TV Times. No broadcaster in the UK had ever put this amount of effort into trailing their new autumn schedule, and whilst the BBC had been previewing its own autumn line-up since the middle of August, there was no comparable cross-over into the pages of the Radio Times.

‘It’s the Big Season on ITV’ sang the trailers, accompanied by the big, flabby 1970s logo that had been designed for use across the campaign. There were clips of everything from Raffles to Space:1999, and a lot of attention lavished on ITV’s big new crime drama, The Sweeney, about to enter its second season. I even drew my own ‘Big Season’ graphic in my diary to mark the occasion, although I misspelled the title of the new series – as did the publishers of the spin-off novel that appeared in bookshops the same week.

Here in the Midlands, 'The Big Season' even merited a whole programme to itself, which also got a mention in my diary. Aimed specifically at local viewers, and shown at 6.45pm on Saturday 30 August, this clip-fest, hosted by one of the regional continuity announcers, provided a first look at the new autumn line up, including clips from Space:1999 and the long deferred third series of Batman, both of which would make their debut the following Thursday. For me, Space:1999 was the big event of the season. Ironically, my first glimpse of Gerry Anderson’s outer space epic had been on BBC2, almost a year earlier, when the Horizon series presented a look at the special effects industry (How on Earth Did They Do That, 23 December 1974). Space:1999 was not well served by ITV, with broadcasts split across the various regions – London and Anglia scheduled it on Saturday teatime, in deliberate competition with Dr. Who, whilst in other areas it arrived two days earlier, at 7.00pm on Thursday 4 September. 

ITV’s big promotional push was pipped to the post by the BBC, who had begun to roll out its own autumn programmes a week earlier, in much the same way that supermarkets start stocking mince pies as soon as August Bank Holiday is out of the way. Pre-September debuts included rugged adventure series Oil Strike North (Tuesday 26th August), Le Carré-esque espionage drama Quiller (Friday 29th August) and new series of old favourites Softly, Softly: Task Force (Wednesday 27th August), The Liver Birds (Friday 29th) and Dr. Who (Saturday 30th), while September would bring new arrivals in the form of student nurse drama Angels (Monday 1st), beat-pounding comedy in The Growing Pains of PC Penrose (Thursday 4th) and an eighth series of Dad’s Army (Friday 5th). Also that autumn, a little number entitled Fawlty Towers shuffled hesitantly onto the small screen with next to no fanfare...

I'm sure no one at ITV took any notice: the network had plenty of its own big guns still waiting to roll out, including the return of Upstairs Downstairs (Sunday 7th September), while other popular titles being dusted off for the new season included Sale of the Century, Within These Walls (Saturday 6th) and World in Action (Monday 8th). Brand new drama included The Stars Look Down (Wednesday 3rd), Shades of Greene (Tuesday 9th) and Raffles (Wednesday 10th). But the biggest highlight of all, and a guaranteed ratings winner, was the television debut of James Bond, when Dr. No made its first appearance on the small screen on Tuesday 28th October.

All through September and well into October, the TV Times kept up its promotional campaign, with ‘Big Season’ cover montages highlighting the week’s biggest new arrivals. Inside the magazine, listings were accompanied by a ‘Big Season’ thumbnail, replacing the austere ‘new series’ flash that had previously served to alert viewers. Even children’s television got the same star treatment: Cosgrove Hall’s Noddy (Monday 22nd September), Here Comes Mumfie and Sooty (Wednesday 24th) all merited ‘Big Season’ status in the listings.

All of which merely served to guarantee what most media watchers already knew: in 1975, ITV were regularly trouncing the BBC in the ratings wars, with some of the year’s biggest audiences tuning in for The Benny Hill Show, The Royal Variety Performance, The Sweeney, Edward VII and Coronation Street. Not all of ITV’s new autumn programmes did the business, though. Space:1999 fared quite badly and in the London area was demoted after Christmas to a Saturday morning slot. One can well imagine what Lew Grade thought about this, having bankrolled the series to the tune of £3m. A brand-new Sunday evening comedy My Brother’s Keeper, starring George Layton and Jonathan Lynn as an ill-matched pair of brothers (one a policeman, the other a lefty agitator) is now long forgotten, along with Jewish family comedy My Son Reuben, and Vince Powell’s Rule Britannia, a sitcom embodiment of the old ‘Englishman, Irishman and Scotsman’ gag, which I think posterity can probably do without.

The ‘Big Season’ run of TV Times covers ended with the edition for 11-17 October, with a cover highlighting afternoon viewing. For many, this meant horse racing, but there was also the return of Crown Court and the medical soap General Hospital, alongside programmes focusing on travel, cookery and antiques. A latecomer in the sitcom stakes, John Esmonde and Bob Larbey’s national service comedy Get Some In! also began the same week, whilst Rising Damp – still some way off becoming a cult favourite – returned for a second series in November. I had yet to discover its brilliance, as it clashed with The Invisible Man over on BBC1 (David McCallum’s short-lived fantasy adventure, cancelled after a single series). 

Fifty years on, it’s interesting to look back at an era when television viewing was a good deal more straightforward than it has become: just two networks competing for viewers, and all the big new series available to anyone with a TV set and a license. Today, I wouldn’t have the first idea where to look for big new television series this autumn, and I doubt I’d bother even if I did know. Streaming services have fragmented and diffused the television viewing experience, and one would need a second mortgage to keep up with them all. You may well think that more channels, more choice, high definition and feature film production values all adds up to a whole lot more than viewers were being offered back in 1975. I’ll beg to differ with you.

Part of a large preview feature from the TV Times for 30 Aug-5 Sept 1975