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BBC 1 to use Olympic coverage to campaign upcoming dramas

British broadcasting channel BBC 1 will be using its Olympic coverage as a launch pad for its autumn drama slate. This is the first of its kind where the channel will concentrate on six new dramas.

The channel will be showing a series of cinema style 90 second trailers at the same time every night for the 16 day duration of the 2012 Olympic Games. The marketing campaign is first of its kind undertaken by the channel which will focus on six new dramas under the heading ‘Made In Britain’.

The campaign will also be highlighting several long running shows which include ‘Doctor Who Merlin’ and ‘East Enders’ which will Switch to BBC 2 during the Olympics. The campaign will be beginning on Saturday with the overview of six BBC1 dramas which will air this autumn.

The five dramas are Good Cop, Hunted, The Secret of Crickley Hall, Shetland, Ripper Street and Accused. Ben Stephenson, the BBC Controller of drama Commissioning said, that the dramas represented the “very best of British, made with ambition and scale that I hope will capture the imagination of our audiences with the same spirit as the London 2012 Olympics”. The opening ceremony of 2012 London Olympics will be held today on July 27, 2012.