Sherlock got rave reviews this week, and looks set to win awards. So why is it going out in the dog days of summer?
The overwhelmingly positive response to Steven Moffat and Mark Gatiss's drama Sherlock, which started on BBC1 at the weekend, suggests that it will be a strong contender when it comes to this year's TV prizes. If the scripts, direction and Benedict Cumberbatch's portrayal of a modern Sherlock Holmes continue at the level set by the opener, my own view is that this show may go on to rank as a classic.
Yet many admiring critics have struck the same note of incredulity: why was a show of this quality being broadcast in the third week of July, when British television, run by deputy executives while the real ones holiday in Tuscany or Cape Cod, traditionally resorts to repeats and rejects?
It may be that some at the BBC failed to appreciate the hit they had on their hands. It could be that Sherlock was simply unlucky in being ready for broadcast in 2010: any spring and summer in which a general election is followed by a World Cup significantly reduces the slots available for drama.
The most welcome explanation, however, would be that Sherlock was deliberately placed in this unfashionable period in the hope of challenging the still-pervasive idea that there is a calendar of validity in the arts. Broadcasting still sticks with surprising rigidity to the belief that nothing cultural happens in July or August, resulting in a division of the artistic year into quasi-scholastic terms. The BBC's film review show, which Claudia Winkleman is about to take over from Jonathan Ross, has always vanished for the hottest months, as do arts programmes such as The Culture Show (except for a visit to the Edinburgh festival).
The assumption behind these seasons – that entertainment takes a vacation – is becoming less and less true. Hollywood has increasingly developed the genre of the "summer blockbuster", especially since the rise of child-friendly cinema, which makes it sensible to release key material during the long school summer holidays. This year's holidaying TV arts shows have missed Toy Story 3, which seems likely to feature in most lists of 2010's best releases, as well as Christopher Nolan's Inception, one of the most talked-about movies of the year.
The premieres of major theatrical productions have also become less sensitive to the weather. David Tennant's Hamlet, an undoubted highlight of 2008, opened in Stratford in August, forcing some critics to interrupt or delay planned holidays. One reason for the summer premiere was Tennant's Doctor Who filming schedule: the TV and film industries generally take a summer hiatus, which often results in big July and August openings in the theatre. David Hyde Pierce, Whoopi Goldberg, Jeff Goldblum and Rachel Weisz have all debuted in the West End in the summer months, a spell that producers might until recently have dismissed as a wasteland.
The Guardian