Gervais, creator of 'The Office' and 'Extras', will write and narrate a six-part series of 'Flanimals' expected to air by 2008.
Paul Jackson, ITV's controller of entertainment and comedy, told yesterday's Broadcasting Press Guild lunch: "It is something for all the family. Think of 'Walking with Dinosaurs' and Ricky Gervais doing David Attenborough in hushed tones. He will do the narration and possibly some of the creatures."
Gervais created the idea for 'Flanimals' after drawing rough sketches with illustrator Rob Steen. The idea spawned 35 different characters, which have so far appeared in two bestselling books, 'Flanimals' and 'More Flanimals.' A third volume, 'Flanimals of the Deep' is expected in October.
ITV said the 'Flanimals' TV series, which will be produced in the same Bristol studios used by Aardman Animations, creator of 'Wallace and Gromit', will not just appeal to children, and Jackson said he was aware of the future international potential of the franchise.
The broadcaster has traditionally flagged in the comedy sector and is looking to bolster its scheduling with proven comedians, sparking its decision to recruit Al Murray to revitalise its 10pm slot. Murray will host a new primetime chatshow called 'Al Murray: the Pub Landlord's Happy Hour'.
Murray fronted last year's 'An Audience with Al Murray', which attracted 6.3m viewers and also appeared on ITV's 'Royal Variety Performance.'
Jackson said: "He has the real trick of saying so much more than first appears. Al is one of the smartest and most prolific writers working today."
He added of ITV's current comedy scheduling: "It is an issue for ITV -- we have to do better with that slot. It is a slot we have to attack."
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