It may not be Hollywood, but a corner of the county will be echoing to the sound of "lights, camera, action" when scenes for BBC's new epic sword and sorcery fantasy "Merlin" are filmed near Ross-on-Wye next week.
The 13-part series, being screened during the autumn, follows the story of the young Merlin, who one day grows up to be the greatest wizard the world will ever know.
The star-studded cast includes actors such as former Eastenders Michelle Ryan, Buffy the Vampire Slayer star Anthony Head and One Foot in the Grave's Richard Wilson.
Shine Productions, the company behind "Dr Who" is to film scenes for the fantasy series at the Amazing Hedge Puzzle, at Symonds Yat West, from Monday to Wednesday next week, October 6 to 8.
"This is fantastic news for Herefordshire," said Jane Lewis, Herefordshire Council's cultural services manager.
"It will not only generate income locally, but put the county on the magic map when the series goes out on the BBC," she added.
Peter Hands, chairman Visit Herefordshire Ltd, said: "Herefordshire is a magical place, whether Merlin really exists or not, and we're delighted the producers have chosen this location for some of the scenes.
"What's even more exciting is that we understand the series has already been sold to a number of international broadcasters including NBS in America and CTV in Canada," he added.