Waterloo Road generates £6.5 million for Greater Manchester economy since return, while successfully reaching and representing working class viewers

Connecting with and genuinely representing underrepresented groups remains a challenge across the industry.

Posted: 10:30 PM, September 9, 2024

Waterloo Road showcases the BBC's dedication to promoting excellent storytelling produced within the UK. This series not only fosters and highlights local talent but also plays a significant role in boosting the economy in the North West.

With the entire new season of the popular school drama Waterloo Road now available on BBC iPlayer as of this morning (Tuesday, September 10), the show continues to play an important role in boosting the local economy, in addition to enhancing both on-screen and off-screen representation.

The show's creators have made thoughtful decisions about the cast and developed plots that tackle important issues faced by teenagers, families, and school personnel today. With Waterloo Road's signature blend of clever writing, heart, and humor, the writers have worked hard to depict experiences that are rarely showcased in media.

Connecting with and accurately representing underrepresented groups remains a challenge across the industry, and the BBC is actively working to tackle this issue.

Waterloo Road has become a strong favorite among audiences under 35, especially among individuals from lower-income backgrounds, who accounted for almost half of the viewers for the first three new seasons that premiered in January 2023. The show continues to be one of the most popular choices on BBC iPlayer for this age group.

Shot and located in Greater Manchester, Waterloo Road has contributed greatly to the area's economy and culture.

The creation of the initial three new series brought in at least £6.5 million for Greater Manchester and more than £9.5 million for the wider North West region. These amounts represent more than just a financial benefit; they highlight how the show supports a vibrant local creative sector, aligning with the BBC's dedication to promote outstanding local storytelling.

In addition to what you see on screen, the production team implemented various programs to nurture creative talent and offer essential experience in the industry. This involved collaborating with a diverse group of writers, directors, and producers, many of whom were tackling hour-long dramas for the first time. Other initiatives include:

Charlotte Moore, the Chief Content Officer at the BBC, states, “Waterloo Road exemplifies the BBC's dedication to promoting exceptional storytelling from across the UK. This show plays a key role in fostering and highlighting local talent while also benefiting the economy in the North West. Additionally, it contributes to a larger narrative, as the BBC invests over 60% of its television budget outside of London, aiding numerous production companies and suppliers.”

Cameron Roach, the Executive Producer at Rope Ladder Fiction, expresses that Manchester is essential to the essence of Waterloo Road. He emphasizes the deep pride that both the cast and crew feel towards the show, which is closely tied to its roots in Greater Manchester. Roach points out that filming Waterloo Road in this area has greatly benefited the local economy and has also revitalized a dynamic creative industry in a region where the film and television sectors are thriving.

Viewers can watch all episodes of Waterloo Road available on BBC iPlayer. The entire new series, consisting of eight episodes, became available for streaming on BBC iPlayer starting at 6 AM today, and the first episode will air on BBC One at 9 PM tonight.

Last month, it was revealed that two more seasons of the show have been approved. This decision ensures that new episodes of Waterloo Road will be available on BBC iPlayer and BBC One until at least 2026.

Waterloo Road takes place in Greater Manchester and is created by the acclaimed production company Wall to Wall, in partnership with Rope Ladder Fiction. Lindsay Williams serves as the Series Producer. The show is overseen by executive producers Cameron Roach from Rope Ladder Fiction, Leanne Klein from Wall to Wall, along with Gaynor Holmes and Jo McClellan representing the BBC.

The making of the first three new series that aired after the return of Waterloo Road brought in at least £6.5 million in gross value added (GVA) for Greater Manchester and more than £9.5 million for the wider North West region. This estimate is based on the spending on local crew and suppliers.

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