UK buyers are exercising caution in Los Angeles this week as they preview the new series destined for US TV screens later this year.

Last season was notoriously dubbed a "feeding frenzy" as broadcasters flouted the cash in the hope of finding the next Lost or Desperate Housewives. Such behaviour resulted in many landing duds: most notably, ITV had touted JJ Abrams drama Six Degrees as its first US import to be shown on primetime ITV1 in nine years. ABC ditched it after six episodes and ITV quietly abandoned its plans.

"Everyone was afraid of missing out on the next big thing," one UK buyer told Variety. "But only two shows took off: Heroes and Ugly Betty, and Ugly Betty hasn't done as well for Channel 4 as some of their other big US hits."

Jay Kandola, director of acquisitions at ITV, confirmed she would be taking a more cynical approach this time round: "Frankly, everyone in the UK has less money to spend on new shows."