• by Wayne Friedman , Staff Writer, February 14, 2007

You always had to wonder why the BBC wasn't a bigger deal in the U.S.

It's one of the biggest English-language TV producers in the world -- yet for U.S. viewers, from a ratings point of view, the channel BBC America was always a bit of ho-hum.

In recent years, BBC America's own shows -- "The Office," "Viva Blackpool" and "Footballers' Wives" -- have gotten good reviews, and even some U.S. network spinoffs. Even the most successful of U.S. network shows where the BBC is a producer, ABC's "Dancing With the Stars" and NBC's "Grease: You're the One That I Want" hasn't given the BBC all the recognition it deserves.

This would seem like the perfect environment for the BBC brand to thrive, especially since networks like A&E Network have become more mainstream.

Stepping in is Garth Ancier, a mainstream U.S. TV executive straight from Warner Bros's new In2TV Internet TV program site, with a heritage of high-profile programming jobs at NBC, Fox, Turner, CNN and WB. Ancier will be the new leader for BBC Worldwide in the U.S., as president of BBC Worldwide Americas.

The BBC wants to move up to the next level, and Ancier, who can read the TV marketplace as well as anyone, is the perfect choice to re-direct programs.

Surely Ancier's main goal will be establishing that one channel-making program that'll be the face of BBC America. But, equally as important, he should instill some cool marketing profile for the channel as a whole.

For many years, PBS was the entry point of the BBC brand. To that end, most of U.S. viewers see the Beeb brand identity as that of "quality TV"-- perhaps even "stuffy TV.'" Perhaps marketing cues should come from the NBC's version of The Office" -- a slightly offbeat, hip, young-skewing program.

By anyone's estimation, the BBC assets have always seemed undervalued. Darren Childs, managing director of global channels for BBC Worldwide, told Daily Variety the network really needs to "punch through."

Sounds like executives give the BBC's performance a "B" grade -- perhaps for "borderline.'" It needs to move up to "A" for "attitude."