The BBC missed a trick. After showing a phone number on screen in an episode of Doctor Who, fans naturally called it up. But the number went nowhere. What it should have done, is played a recorded message with a password to a secret website, and a series of clues leading to a prize hidden somewhere in the UK. That would have fitted right in with the way intergalactic dramas always seem to culminate Cardiff or London.
A Doctor Who alternate reality game. Would have been great fun.
I also noted that and wondered where it lead. You’re right. They missed a trick. Perhaps they’re overly concerned following all the premium rate phone-scams on telly.