Dumbed down below the mainstream: ITV takes a golden shower


Last evening, in a wine powered accident, my lady and I ended up briefly witnessing what passes for entertainment Saturday night on ITV. This coincided with bathtime reading of a wonderful article in Standpoint magazine detailing the failings of the UK’s primary commercial broadcaster.

It was a cultural Chernobyl of the worst degree. Gurning, knuckle-dragging beasts of a grade to make one wish for transmogrification into a dog brayed as various of their number belted out a handful of lines from gleefully vapid circa 2004 pop. Some bloke accompanied the nice of figure but light of brain and charisma Denise ‘Van’ Outen on presenting duties.

Now in my personal tastes, I am unashamedly a cultural elitist but as a businessman I can see through to the revenue implications.

Which are dire. During a couple of ad breaks what was interesting to me was noticing what was not there. No supermarkets, cars, financial services of any kind, almost any FMCG other than crap yogurt or consumer electronics could be seen.

This is because anyone ABC1, C2 or representatives of any social group more aspirational than benefit cheats would have turned the channel as soon as the sub GCSE titling infected the screen. When one dumbs down far below even the foamy mainstream, there is a problem…


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