An ITV spokeswoman has confirmed the series, which followed a group of teens trying to make it at a performing arts school, was not returning despite being "much enjoyed" by its target young audience: "Unfortunately, it just didn't deliver on the high volume of viewers we needed to make the programme viable."
'Britannia High' was a TV flop despite benefiting from ITV's biggest programme marketing investment of 2008 and being promoted with elaborate online activity including character profiles and clips on Bebo and with a .
It was the brainchild of well-known choreographer and 'Strictly Come Dancing' judge Arlene Philips and featured songs written by Take That's Gary Barlow.
But TV audience figures for the nine-part series averaged just 2.7m per episode compared with the Sunday teatime slot average of 5.6m.
There were album and tour featuring songs and performers as well as for licensing the brand for other merchandise such as clothing and books.
One of ITV Global Entertainment's other big hopes for merchandising revenues is 50-year old soap 'Coronation Street'.
According to ±±¾©Èü³µpk10 in November, this month who have been allowed to use the soap's actors in their marketing activity and create licensed products.
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