3. PRESENT FUTURE

4. Armed with only his intelligence, charm and trusty sonic screwdriver, The Doctor has pitted himself against the deadliest creatures in the universe. He chooses travelling companions from those he befriends, briefly sharing his life with them and showing them the astonishing wonders of space and time. He travels in his extraordinary ship – the TARDIS – a time machine that’s much bigger inside than out.

8. FANS NON-FANS LEAN BACK/ PASSIVE RELATIONSHIPS LEAN IN/ ACTIVE RELATIONSHIPS Relationship defined by consumption of content and programme dynamics Relationship defined by more active extension, immersion and play DISTANT DALEKS Occasional viewers, emotionally detached from the brand FAMILY TIME-LORDS Doctor Who Brings the family together 25%* 16%* SPACE CADETS Unhibited passion for sci-fi and fantasy 16%* NOSTALGIC NEUTRALS Low-energy fans, brought in by narrative and heritage 26%* COMPANIONS Dedicated Doctor Who advocates 17%* *Source: 2CV Quantitative Research 2011. Base: 4,828

12. FUTURE PAST

18. PRESENT