With the show created, ITV assigned Chris Tarrant as its host, and set its premiere to 4 September 1998. The programme was assigned a timeslot of one hour, to provide room for three commercial breaks, with episodes produced by UK production company Celador. Originally, the show was broadcast on successive evenings for around ten days, before the network modified its broadcast schedule in autumn 2000 to air it within a primetime slot on Saturday evenings, with occasional broadcasts on Tuesday evenings. "Who Wants to Be a Millionaire?" proved a ratings hit, pulling in average viewing figures of up to 19 million during its broadcast in 1999 (all-time high was on 7 March 1999, 19.2 million viewers), though such figures often occurred when the programme was allocated to a half-hour timeslot. By September 2000 viewing figures had dropped to 11.1 million viewers, and by 2003 to an average of around 8 million viewers. Audiences continued to drop and from 2005 to 2011 the show usually attracted between 3 and 4 million viewers. At one point in September 1999, an episode had 60% of the TV share and caused the BBC an historic low in ratings. Over the course of his time presenting the game show, Tarrant developed a number of notable catchphrases. Notable ones include "Audience, all on your keypads please. All Vote Now!" said when the 'Ask the Audience' lifeline is used; "Is that your final answer?", often said to confirm the contestants answer choice and "But we don't want to give you that", when displaying the contestant current winning cheque, to urge them on to win more money.