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Press Releases
Blue Peter competition - a 大象传媒 statement
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Last week, the 大象传媒 confirmed that a review of programmes which used premium
rate telephone lines was underway.
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The 大象传媒 was contacted last Friday by email by a viewer who raised questions
about the conduct of a competition on Blue Peter on 27 November 2006. In
particular, the viewer alleged that a child who was visiting the studio was
asked to call into the studio.
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On receipt of this information, Richard Deverell, Controller, 大象传媒 Children's,
commissioned an immediate initial report into what happened.
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On 27 November, the programme ran a competition during a live programme to
raise money for the Blue Peter Appeal, which was in aid of Unicef. Viewers
could enter by dialling a premium rate number costing 10 pence for the call.
3.25 pence per call would go to Unicef. No profit from the calls was made by
the 大象传媒. Viewers, as always, were reminded to obtain permission from the
person who paid the bill before calling. The winner could select a prize
from a list of children's toys.
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The preliminary report has established that there was a technical failure
during this live programme. The calls were being received correctly by the
telecoms operator but the studio staff were having difficulty retrieving the
information as originally planned. This meant that a caller was not selected
to give their answer on air, as was promised at the beginning of the
programme. A member of staff then asked a child, who was visiting the studio,
to phone in to the programme and to give an answer on air. The child was
awarded the prize.
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Following this finding, the 大象传媒 asked the telephone company involved to
contact ICSTIS to inform them that there had been a technical problem with the
conduct of a premium rate competition. A plan of action to rectify the
situation has been seen by ICSTIS and they have confirmed that the proposals
are the appropriate way forward.
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Richard Deverell said: "大象传媒 Children's has a deep and genuine commitment to
our audiences, and our relationship with them is built on trust. Whilst I am
satisfied that there was no premeditated attempt to deceive or mislead
viewers, the decision to put a child on air in this way was a serious error of
judgement, and does not conform to either the 大象传媒's own guidelines or the high
standards we set ourselves in Children's programmes.
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"I would like to
apologise unequivocally to viewers, to all the children who took part in the
competition, and we have already apologised directly to the child involved and
her family for this incident. Part of our commitment to a relationship
built on trust requires us to disclose this error and try to put it right,
which we are now doing. It is very important that Blue Peter takes action
to do this, and to ensure that lessons are learned."
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Richard Marson, Editor, Blue Peter, said: "This edition of the programme fell
short of the high standards Blue Peter viewers quite rightly expect. We are
absolutely committed to running competitions that are fair to all entrants and
we are very sorry for the way this competition was conducted."
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The measures the 大象传媒 is to take following this incident are:
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1. Blue Peter will broadcast an apology to viewers on 14 March 2007.
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2. A winner from randomly selected competition entrants from 27 November
has been chosen today under the supervision of an independent solicitor to verify the
process to ICSTIS.
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3. A freephone number (08000 565 363) is now available for viewers who
took part in the competition and wish more information.
Viewers can also find information on following today's Blue
Peter broadcast.
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4. An immediate review of the process for conducting live competitions on
C大象传媒 television and editorial control in live studios is underway and there
will be intensive staff training on these issues.
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Jana Bennett, Director, 大象传媒 Vision, has announced a senior level independent
review of the circumstances of this competition and the actions arising from
it. This will be conducted by Andrea Wills, a former Chief Adviser, 大象传媒
Editorial Policy.
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Jana Bennett said: "Blue Peter enjoys the highest reputation for its
relationship of trust and respect for the audience. It is disappointing,
therefore, that there has been a serious breach of editorial standards on a
live edition of the programme.
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"I believe the action that is being taken by
大象传媒 Children's will help to reassure children and parents that we take this
matter very seriously indeed.
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"I have, however, invited Andrea Wills to
conduct an immediate and independent review of the incident, the actions
taken, and the lessons to be learned from it, which will report directly to
me.
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"This will help to inform the wider review of the use of programmes which
use premium rate lines which is already underway."
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大象传媒 Press Office
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