BBC apparatchiks who dreamt up, commissioned and broadcast the corporation’s latest jaw-dropping example of own-goal PR must surely be some sort of enemy within, writes Richard Madeley. Because who in their right minds would think this excruciating puff-piece would win the Beeb any friends? It’s the most embarrassing, infuriating, patronising and lazy piece of self-seeking entitlement they’ve come up with yet.
Promo premiered during World Cup final
The promo was premiered during the BBC’s live coverage of the World Cup final. It is a re-tread of a re-tread, adapting a scene from the 1970s Python movie Life of Brian with the repeated question: “What have the Romans ever done for us?” About 10 years later, the BBC adapted the script, replacing “the Romans” with “the BBC”. John Cleese reprised his role, and heavyweights such as David Attenborough, Alan Whicker, Terry Wogan and Michael Hordern provided answers.
Forty years on, the new version features Vernon Kay, Alan Carr, Claudia Winkleman, Romesh Ranganathan and others. Madeley says they do their best with a tired script, but the whole thing lands like a suet pudding.
Subtext: Pay the license fee or else
The subtext is clear behind all the labored sarcasm: “Pay the license fee – or else.” The ‘jokes’ come to an abrupt end in the final frame with white lettering on a stark black background: “A BBC for each of us. Funded by all of us.” There is also a QR code directing viewers to pay.
Madeley says he’d happily pay to watch BBC programmes, just as he pays for Sky and Netflix. “It should be the same with the BBC. Subscription viewing only. Simple, straightforward – and FAIR. THAT’S what the BBC should do for us.”
