The serial format is flexible in the way it can be worked around; in the case of Doctor Who, it doesnt necessarily mean a return to the slower-paced style of the 1970s. Armando Iannuccis The Thick of It is an example of a 30-minute serial that the BBC produces to great success. Alternatively, The Sarah Jane Adventures, a spinoff to Doctor Who, comprised of two-part episodes in half-hour serials, in a style more faithful to the classic series. If such a style works for childrens hour and for adult comedy-drama, it really isnt much of a step to market Doctor Who to a similar format for all the family. Further proof of the success of this format may be found in the fact that most popular soaps are broadcast in half-hour slots.