Who Wins The Big Brother PR Battle- You Decide!

What japes in the Big Brother house!

From a marketing point of view, who are the winners and losers?

Channel 4, worried that BB is losing its lustre, brought in Jade Goody, BB’s most famous housemate, and family to liven up the programme. It began to backfire when she so alienated Ken Russell that he walked out. Then there was a predictable argument over food (we regular BB viewers know food is always a flash point). Faced with declining viewing figures, C4 exploited the row for all it’s worth. However they probably didn’t expect the slanging match and bullying that have been a regular feature on BB through the years to turn into a global controversy on racism. As a result, BB is back on the front pages and they have gained viewing figures. These are probably short term gains. On the other hand, they've lost their £3 million sponsor and they've been condemned by politicians and other more sincere people. Storm in a teacup perhaps. Still, they have lived on the edge with this programme for some time, using controversy as their main PR weapon. This time they got their comeuppance.

Jade has exploited her persona for all it’s worth. She’s become a tabloid favourite, featured in minor TV programmes and sold a successful perfume. She might have thought that re-entering the house would put her back on the front pages and mainstream TV, and set the seal on her celebrity. Unfortunately for her, the ignorance and naivety that made her so appealing showed their dark side in the charged atmosphere of the BB house, when she was seen bullying Shilpa. (Though not a racist, I think. Given her uncontrolled language generally, I am sure that, if she was, racist pejoratives would have slipped out of her mouth.) She's been evicted with 82% of the vote, her scent is off the shelves at Debenhams, her apology appears forced and she is a hate figure.

Shilpa Shetty, unheard of outside of India and the Bollywood fanbase, decided to gain exposure in the UK by appearing on BB. She was calm and dignified in the face of bullying from Jade. She got sympathy from a British public that is fair-minded and likes underdogs and she has become a household name in the UK. Western film contracts will no doubt follow. Mission accomplished beyond her wildest dreams.

The winner is Shilpa Shetty.