Five, E4 and ITV2 in bidding war for 90210

LONDON - The success of '90210', a remake of 'Beverley Hills 90210', on US Network CW has sparked a bidding war for its UK rights among UK broadcasters as the show sparks controversy.

The show, which aired on Tuesday in the US, averaged 4.9m viewers. This figure beats the record for the network, set by superman drama 'Smallville'.

UK channels including Five, E4 and ITV2 are now hoping for the same popularity when its hits screens here, and are in a fight to gain the UK rights.

The new series, which is simply called '90210', has been attacked by campaigning group, the Parents Television Council, who complained about the first episode that aired last week for featuring two high school students engaged in a sexual act.

The group said that the show also glamorised underage drinking, pornography, and profanity.

A spokesman for the PTC, said: "They went so far as to advertise exclusively on Bus Radio -- which gives marketing messages to a captive, child-only audience on school buses -- for a show that had graphic depictions of sexual content and multiple instances of foul language."

The original series of 'Beverley Hills 90210' starred Shannon Doherty and Tori Spelling and appeared on ITV and Sky One between 1990 and 2000. 

The new series is an updated version with a fresh-faced cast, but includes two former cast members Shannon Doherty and Jennie Garth. The show focuses on the lives of the rich and young in the Beverly Hills zip code of 90210.

Most US TV shows would have been signed up by UK channels by now, but due to the writers strike production was delayed and previews were not available.

The CW Network in the US is aimed at young people and was created when two networks, the WB and UPN, merged in 2006.

The network also airs 'Gossip Girl' and 'One Tree Hill'. Monday night's figures for the second series of 'Gossip Girl' saw them pull in 3.4m viewers, with the sixth season of 'One Tree Hill' attracting 3.1m viewers.

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