DOCTOR WHO could help Cardiff become the centre of the universe for science fiction buffs around the world, following the sale of international TV rights.
Shooting for the eagerly-anticipated new series continued in the capital this week, with dedicated websites excitedly trailing pictures of new aliens and blue-painted dwarves milling around the city centre's Cathays Park.
And, according to experts, the city providing the backdrop to Christopher Eccleston's Doctor could soon benefit from a tourist boost.
Cardiff is fast becoming a magnet for British fans of the show, drawn by the prospect of a rare glimpse of Doctor Who's space-and-time-travelling craft the Tardis, as well as his young assistant Rose, played by Billie Piper.
And following the sale of the new series's rights to Canada, and with a deal in the US reportedly close to being finalised, that appeal could go global.
Matt Hills, an expert in Doctor Who and fan behaviour at Cardiff University, said, "A similar thing happened with Vancouver when they were filming the X Files there, with tourists who would be science fiction fans going around locations where it was filmed.
"There were two ways it was attractive to fans.
"There were on-line guides to locations used and fans could research it through articles in fan magazines.
"But not only could you visit locations, you could actually stumble across the show being filmed.
"Assuming Doctor Who takes off on the level of the X Files or Buffy the Vampire Slayer you could expect increased interest in Cardiff from American tourists.
"The new series is an event for fans because it's their show coming back; they've been waiting a long time for this and want to see the first glimpses of actors in full alien masks and costumes."
The filming of the new series in South Wales continues a long-standing link between Wales and Doctor Who. The show's creator, Terry Nation, hailed from Cardiff.
But the possibility of building upon the show's existing cult following abroad could prove a lucrative money-spinner.
Earlier this week, the BBC announced the show had been sold to Canadian public broadcaster CBC Television.
Acclaimed Swansea dramatist Russell T Davies, who has written the comeback series, said, "Doctor Who has a remarkable fandom, but equally it's the new audience that I care about.
"Someone who has never heard of a Tardis or a Dalek, whether in Toronto or Swansea, will be able to start with this new series, climb on board with Christopher and Billie, and travel the whole of time and space."
Meanwhile, it has been reported that the BBC is on the verge of signing a deal with a US network.
Ed Townsend, spokesman for Cardiff Initiative, which aims to boost the city's profile, thought it would be a great chance to sell the capital.
"Terry Nation is a Cardiff boy, of course, and we lay a very strong claim to him and the Daleks.
"Because of licensing and rights issues, it's not as easy as putting a Doctor Who museum in the city. But it would be a great opportunity for an entrepreneur."