Magazine article Marketing

Marketing Mix: Channel 4

Magazine article Marketing

Marketing Mix: Channel 4

Article excerpt

We rang the broadcaster to complain that Borat's jibes are offensive and Ali G just isn't funny anymore, innit.

WE'LL CALL YOU
C4 Viewer enquiries.
Mktg I was disgusted by the jokes Ali G made the other day on Channel 4.
C4 Right...
Mktg Actually it was his Borat character.
C4 Sorry, which element of the programme are you talking about?
Mktg It was the anti-Jewish bit. He was just taking the piss out of
Jews.
I have lots of Jewish friends and we found it inappropriate.
C4 OK, I'll certainly pass on those comments for you.
Mktg What happens now?
C4 Your complaint has been logged and will be passed on to the programme
commissioners and makers, and our regulatory body Ofcom.
Mktg I've always associated Channel 4 with young, edgy programmes, but I
think it has been losing touch. Who decides what is shown?
C4 Ultimately the director of television, but our commissioning editors
commission shows.
Mktg Who decides what's funny?
C4 The commissioning editors.
Mktg Don't they have to research whether it's funny?
C4 The process is overseen by our director of television. Also, our
legal and compliance teams would have looked over the programme to make
sure that there was nothing illegal broadcast. … 
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