London, Nov 10 : With its unusual pairing of a celebrity and professional dancer, Strictly Come Dancing has become the world's most popular TV programme.
The show sold internationally as 'Dancing With The Stars' has become the world's most watched programme, with the BBC selling the format to 38 countries.
"Dancing With The Stars is the most popular format in the world and is worth around 60 million a year," the Telegraph quoted Wayne Garvie, the BBC's director of Worldwide content, as saying.
"I don't think we should underestimate our creativity.
"We are a country that understands popular culture better than any other country," he added.
Producers Alliance for Cinema and Television (PACT) has found that British programmes and formats are now responsible for almost 53 per cent of the world's television output.
"The figure of 53 per cent is astonishing. We are the world leader by a country mile in exporting format rights for TV programmes," said Adam Minns, director of policy at PACT.
"Much of the credit must go to the independent sector. They have gone aggressively into the worldwide market place. Many are setting up officers in America and Australia," he added.
The survey was conducted by industry magazine Television Business International.