TV Party

The damage limitation exercise that Jamie’s Ministry of Food has become limps to another landmark event tomorrow.

The Internet cookalong.

The whole project was based on the idea of the Pass it On strategy. People who had never cooked would be mentored in the kitchen by a network of willing helpers. They would, in turn, pass it on to others. It was all about creating a community spirit. Real people help helping real people.

Way back when, we pointed out the flaws in the strategy:

A] The Jamiefact that 60% of people can’t cook is not true.
B] Many people who can cook eat a poor diet for a variety of reasons.
C] If someone wants to learn to cook- why wouldn’t they ask someone they knew to help them.
D] If someone wanted to learn to cook- why wouldn’t they just consult the huge amount of material available. You cannot move for books and TV shows on the subject. The BBC has loads of free video on demand on their website.

In short- the Pass it On charade is a pointless exercise intended to make a trashy reality show dressed up as campaigning TV.

Ministry of Food have stated their aim of getting 5,000 new cooks in the kitchen (I wonder who had the idea of feeding the 5000- some ego that kid’s got).

They will make it. In TV land- the hero always gets what he wants. Why let the facts spoil the story. For a start, they will count the 1,000 random souls who were bussed in to the Magna Pass it On At Work event. The rest- who knws? Even the hand picked crew on Jamie’s radio broadcast, admitted nobody had been turning up at their cooking lessons. Anyone who passes the MoF HQ in town a lot will be familiar with the sight of tumbleweed.

A week on Saturday is the grand finale. The big party for all those who have “passed it on”. It will no doubt be shown as the ultimate vindication for Jamie when he salutes the grateful masses. The problem at the moment is getting the masses together. The production team have been bombarding local people with invites- even if they have taken no part in the project.

The solution they have come up with is – Thurs night, 7pm-

Live cooking event with Jamie!

Live as in – it’s on the Internet. Sort of like on the telly only with a crap picture. So- if you’ve got a laptop and want to cook Parmesan fish fillets with avocado and cress salad with Jamie Oliver- your dreams will come true tomorrow.

How far away from the stated aims of the campaign is this? The idea of building a community of real people offering hands on help to their peers. How many people who have never cooked before in their lives will place a laptop on a work surface attempt Parmesan fish fillets with avocado and cress salad as their first effort?

Why are they doing this?

Well they are asking people to video themselves and send it in- so that’s an amusing montage for free. And- anyone who emails the production company or phones up and says they cooked along will get a ticket to the end of series bash.

Everyone’s a winner. Jamie gets his moment of triumph in front of an adoring crowd. Jamie’s loyal fans get to come to the party and cheer their idol without having to actually help the great unwashed. His disciples get to be on telly and say how wonderful the whole experience has been- even though they haven’t experienced it.

Welcome to the world of Oliver.

Jamie’s Ministry of Propaganda – working to promote book sales in a town near you.

 

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