Format of new Alan Titchmarsh ITV series emerges

The producer of Alan Titchmarsh's new prime-time ITV gardening show says the programme will be "very different to Gardeners' World" and could give the industry the chance to plug products and plants.

Producer Matt Young said the programme would be in production in March: "There is a possibility we will be making references to products you can buy for your garden in relation to stories in the programme. For instance, we might cover a cottage garden and list four things you can buy."

He said the show will have a magazine format that is "not like Gardeners' World", to include "broader subject matter" that is "not specifically about how to garden and more about what people have in their domestic gardens all round the country". He added: "It is different by nature because it is ITV and not BBC." But he said ITV might change the format.

Episodes of the 12-show series will be 30 minutes long, beginning on Friday 10 June at 8pm. Gardeners' World is due to start on BBC2 on Friday 11 March and ran last year at 8.30pm.

Young said Charlie Dimmock was not the co-host of the ITV show and names such as Sven Wombell had been "bandied around", but nothing had been decided yet.

Spun Gold produces all Titchmarsh's shows, including last year's Alan's Garden Secrets, his Highgrove programmes and chat show, as well as a Duke of Edinburgh show. Young said Titchmarsh would continue his BBC RHS Chelsea Flower Show coverage.

Meanwhile, ITV wants to develop Alan Titchmarsh brands "across a range of consumer products" with Scotts having been approached by the company although "nothing has been confirmed either way".

ITV's in-house consumer team is putting together merchandising and licensing. ITV would not comment on the products. Young said it was "testing the market".

Gardening companies Westland, Mr Fothergill's and Suttons are among those who have said they are not yet involved.

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