C4 splashes out £100k to win back viewers

by Ben Bold, Brand Republic 21-Jun-07, 09:05

LONDON - Channel 4 gave away £100,000 to a 'Big Brother' contestant last night, selected by Jonathan Durden and two fellow housemates, in a move to win back viewers, which smacked of desperation.

Tree surgeon Liam received the payout in last night's show. The tactic is likely to stir up rivalry and jealousy among the housemates, giving the show some much-needed excitement.

PHD founder Durden and fellow housemates Carole and Seany, who are all up for eviction, were called to the Diary Room after the housemates were shown via plasma screen a suitcase containing £100,000. The three were told they were up for eviction and had therefore lost the chance to win the cash. They were given one minute to decide who the money should go to.

The housemates were told the £100,000 was 'Big Brother' prize money. However, they were not told if the overall winner of the show would still get the same prize. On the show, host Davina Mccall told the viewing public that the eventual winner of the show will still walk away with £100,000, meaning that Channel 4 will have given away £200,000.

On being told he had won the £100,000, Liam responded: "Thank you so much." Durden then told the now better-off tree surgeon: "You're the truest, strongest, best man we've got. You're a proper honest man. We all agreed in 10 seconds".

The cash giveaway comes a week after Ofcom agreed to assess the long-term funding issues facing Channel 4, in its forthcoming review of Public Service Broadcasting, which begins later this year.

This week advertising agency Miles Calcraft Briginshaw Duffy stood by Durden's decision to participate in 'Big Brother', after a series of tabloid revelations revealed that he spent a period as a sex worker.

Helen Calcraft, chief executive at MCBD, said in Campaign: "Like a lot of brilliant thinkers, Jonathan is a colourful character. It might be incomprehensible to the rest of us, but Jonathan really wanted to experience the Big Brother house. His life is, and will always continue to be, anything but dull. Our clients are delighted -- this is popular culture and he's living it."

Comments

Andrew Payne - 21/06/2007

Big Brother always seems to stir up much resentment, and I don't think it's down to the programme content; after all, there are many programmes on TV that are not everyone's tastes. It's just that every summer this particular franchise seems to warrant disproportionate news coverage - it gets talked about whether it's getting viewers or it's not. It's impossible to avoid. For this reason, more than any other, is why I just wish Channel 4 would pull the plug.