C4 right to commission Big Brother

Torin Douglas made some kind remarks about the performances of David Brook and myself at the Edinburgh Television Festival, in last week’s Marketing Week. Not wanting to seem ungrateful, but Torin didn’t actually attend our session, so I wanted to correct an inaccuracy: I did not say Big Brother attracted a downmarket audience. I made the point that marketing and marketing propositions should be considered, but then not be allowed to lead programming commissions.

David Brook’s “modern and upstream” mantra does not fit well with the downmarket cut coveted Big Brother format. If voyeurism is an upstream idea, I’m a Dutchman. Channel 4 is right to commission it, even though it didn’t fit with its marketing proposition.

Jim Hytner

Marketing director

Channel 5 broadcasting

London WC2E

Not wanting to seem pedantic, but I was there – TD

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here