Do They Mean Us?

The reaction to the first episode…

You can’t say we didn’t tell you so.

My particular favourite was the woman on a national radio phone in who said that people in Rotherham should have their human rights taken away.

Of the national press- I think Andrew Billen’s bit in The Times  was most up front in terms of Rotherham hate. Obviously, I haven’t have time to read all the press coverage because, contrary to popular belief, some of us people in Rotherham have got jobs.

Do you think Rotherham Borough Council are happy with the publicity their considerable investment has bought?

First Dolly Parton, now this. Whic celeb is going to stitch them up next? Jade Goody? Barney the Dinosaur?

 

The joy of the Internet is that you can go to forums and listen to the views of hundreds of intelligent, media savvy individuals. The sadness of the Internet is that these individuals sit back in front of the idiot box and unquestioningly believe everything they see. And react like they are told.

 

Do you know anyone who eats ten packets of crisps and a large Galaxy every night?
If you did- do you think teaching her to cook meatballs would be the answer to all her problems?

 

The forums are the real life equivalent of the two minutes hate. The Ministry of Food chat forum at www.jamieoliver.com is full of bile. Viewers complaining that Jamie should have been much harder on the people in the show. Don’t worry kids. They have been branded as bad mothers in the national and local consciousness for the rest of their lives. Don’t think the images of Natasha growing her veg later in the series will get her off the hook. If making a vulnerable girl a national hate figure is not good enough for you- don’t worry. A few helpful posters have pointed out infractions they spotted which they intend to report so she will lose her benefits.

 

The official Jamie forum is moderated, but the hate is not commented on. The only two posts I saw replied to were: one that questioned the authenticity of the show and one that suggested the whole thing was intended as a money making scheme. The second was dismissed as heresy. The idiot was really put in his place as a know nowt. The Jamie shows that make dosh are the little half hour ones that can be flogged around the world. M of F takes a while to make and is not going to go big internationally.

 

That’s us put in our place, eh?

 

Regular readers know our view of Jamie’s campaigning.

New comers click here

Being an everyman who really cares is Jamie’s schtick. It puts him up there with; Ramsay the hard nosed chef with the international rep’ and Delia the homely eccentric. Take away the campaigns- and you’re left with some podgy Britpop bloke who’s getting on. Without the altruistic aura- the empire falls. This is all marketing for the Jamie brand. The fact that the series will also spawn a best selling book and is sponsored by Sainsburys (and very much in tune with their current ad’ campaign- the type of coincidence that caused pound note loving Jamie to leave the Beeb way back when) is a nice bonus.

 

The kicker is the Pass it On campaign: a wafer thin concept which has failed to take off in Rotherham- despite the weekly flying visits from Jamie.

Who would you Pass it On to? Jamie keeps saying that 60% of the population NEVER cook. Do you know many people that can’t cook? If you do- are you willing to go round their house and show them step by step how to cook a basic recipe? Remember- you have to go round. You can’t just give them the recipe because these people are too intimidated by going into the kitchen to do it themselves. That’s the reason for all the social problems in the UK don’t you know. You also have to make them promise to do this to two people they know.

The folks on the show were being polite. “Too busy” or “not enough time” were a courteous way round saying- “your idea is shit”. Perhaps they weren’t comfortable with patronising their friends.

 

Pass it On is a great idea for a forward looking business. The Internet is killing cookbook sales and, you can go to Delia’s website for loads of step by step simple recipes or the BBC for over 100 video recipes on demand.

 

The buzz word for any publishing and entertainment biz is social networking. The Pass it On website has been designed so it is all about networking. Add friends to your virtual table.

Fatfacebook, chubbycheeksbook.

 

You get to hook up with people or publish your own chain. Pass on your own recipes- for free. See, from a business point of view- Pass it On is a great idea. You get access to your core customers (let’s not even pretend people who are non cooks are going to get on board). They are encouraged to check back regularly, so you can advertise on the site. The whole thing is self perpetuating. The JamieNation passing on their vision.

Linking up with other people who have a new found hatred of Rotherham.

 

A dinner party database. Come Dine With Me goes live.

 

As many of his forum fans say- Give that Man a Knighthood…

 

For services to business and commerce.