BBC had a problem. They entered the U.S. market as a cable option, but Americans were unfamiliar with their programming. In addition to this, they were fighting the stigma of older shows which air only on PBS, attracting an older audience, and therefore the BBC does not offer anything new to the young American viewer. They needed to create a demand to ensure their success as a wanted cable channel.
An idea emerged. Why not tell each show’s story through a storyboard? And while most American shows are advertised in the same way—a static shot of the star on a background with the show’s name and air time—this turned out to be the perfect way to give viewers a good idea as to what that show was all about, and the individual stars who appear in them. It really stood out in entertainment magazines.