ITV want the BBC to move its latest big-budget period adaptation Daniel Deronda to avoid a clash with its Dr Zhivago remake.

ITV1's Zhivago is reportedly to be screened in the key Sunday night slot from 24 November, with BBC One's George Eliot adaptation thought to be up against it.

Officials from the commercial channel are said to be worried that if period drama fans are forced to choose, everybody will lose out.

The Way We Live Now also suffered a clash

Both dramas have been adapted by Andrew Davies, who was also responsible for the television version of George Eliot's Middlemarch.

The 1993 drama was crediting with starting a decade-long boom in period drama.

Andrew Davies's last adaptation was also at the centre of a scheduling clash.

Anthony Trollope's The Way We Live Now, a critically-acclaimed telling of a 19th Century financier's attempts to garner power and dominate high society, was also broadcast by BBC One on a Sunday night.

ITV's showpiece drama series Cold Feet was scheduled against it, and Russian Revolution saga Zhivago will prompt a similar battle for viewers.

Advertising problem

An ITV spokesman said: "We're sure the BBC wants to avoid a clash as much as we do - these are two high quality dramas which will be a highlight for viewers this autumn.

"We've declared our hand - hopefully this will help the BBC in scheduling its programme so that viewers get the best of both worlds."

He said a clash "would clearly not be in the interests of viewers", but argued ITV could not move its programme because advertising has been sold around it.

A BBC spokesman declined to reveal its scheduling plans for Daniel Deronda but pointed out Sunday night was a typical spot for dramas of its kind.

"That is where we traditionally play our period dramas.

"Whatever we do will be in the interests of the viewers."