So, farewell then, 10 O'Clock Live

Even though I liked it, I have to admit it was a flop. But why did it fail?

Do you remember the heady days of January, when every billboard in the country was graced by the beatific smiles of Charlie Brooker, David Mitchell, Lauren Laverne and Jimmy Carr?

Back then, 10 O'Clock Live was Channel 4's white-hot hope. How could it go wrong? Four well-loved television personalities, each bringing along a pre-existing fanbase. A Tory-led government to boo at. The full might of the Channel 4 PR machine. Hell, More 4 even scrapped its nightly broadcast of The Daily Show so there was no stablemate to overshadow it (probably).

Despite all this, we have to conclude that 10 O'Clock Live, which ended its run last Thursday, was a flop. The programme which inspired it, the Alternative Election Night, attracted 1.4 million viewers. By its eighth show, 10OCL, as I've arbitrarily decided to call it now to save wear and tear on my typing finger, attracted 631,900 viewers (a 4 per cent audience share). There has been a conspicious lack of chatter about a second season.

What went wrong? Here are five answers.

1. Overhype

As I pointed out here, The Daily Show (my benchmark for a good satirical show) was rubbish for years. Jon Stewart's been doing his thing there for more than a decade now, so it's no wonder that he's got it down to a fine art.

10OCL, on the other hand, was given the poisoned chalice of wall-to-wall publicity in the weeks before its launch. Yes, they did several non-broadcast pilots, but that's very different from the real thing.

As CNN found to their cost when they tried a similar strategy for the launch of Piers Morgan's chatshow, whipping up this kind of hysteria means that anything less than the televisual Second Coming will feel like a disappointment.

2. The Twitter backlash

The producers had clearly read the Big Book of Social Media Publicity, too, because they decided early on to pitch for the show as a Twitter "event", complete with its own hashtag.

But -- and I don't mean to shock anyone here -- Twitter can be quite mean. In fact, one of its less winning qualities is its capacity to turn into an extended kick-a-thon for anything the hivemind finds wanting.

The instavitriol hobbled the show, giving many people I follow the feeling that judgement had been passed, and there was no need to return for future episodes (which improved dramatically).

3. The Question Time switch-off

The show's audience was presumably intended to be politically engaged youngish people, the kind who read Mitchell or Brooker's newspaper columns and might conceivably care about AV. But those people were already watching something made for them on a Thursday night: Question Time.

It boggles my mind to say it, but QT is huge on Twitter, and attracts a much more varied audience than other political shows. By scheduling 10OCL against it, Channel 4 ensured that a decent chunk of their audience only ever watched the first half of the show, then flipped over to see who Kelvin McKenzie was shouting at this week.

4. Going Live

What, exactly, was the point of it being broadcast live? I hardly count myself as one of the yoof any more, but even I rarely watch TV programmes when they're scheduled.

To prove my point, it's worth noting that 10OCL did very good business on Channel 4's online viewing service, 4OD -- something the broadcaster itself wheeled out when questioned about the disappointing TV ratings.

As far I can see, broadcasting it live simply increased the potential for cock-ups, rogue camera swoops (there were usually a few of these per episode) and stilted filler chat.

All we'd have lost if it had been pre-recorded on a Thursday afternoon is the chance for Brooker and Mitchell to take the piss out of the first editions of the rightwing papers, but that's not exactly a scarce resource given that I seem to hear their opinions more often than my closest family's.

5. Bitesized

In my review of the first episode, I wrote: "Next week, I hope they'll focus less on cramming loads of stuff into the show and let their undeniably talented line-up go off the cuff a bit more." Unfortunately, it didn't really happen. There was always a dichotomy between the bits (Carr's monologue, Listen To Mitchell) which were the right length for the format, and those which felt hopelessly compressed.

The panel discussions, chaired by Mitchell, were the worst offenders: most degenerated into: "Soundbite. Soundbite. Angry counter-soundbite. Tension-easing gag by David Mitchell. Chortling by the crowd. The end." At least one of the three guests usually ended up hardly saying anything at all.

So, farewell, then

So there you have it. Of course, there were other annoyances -- I never got used to seeing the crowd in shot, smirking behind the presenter's left ear, and Jimmy Carr's dressing-up sketches ploughed such depths of tastelessness I'm surprised they didn't end up drenched in magma.

But what makes the show's failure so annoying is that it was, despite all this, good. There isn't much topical comedy on telly, and after this, I doubt any broadcaster will be splashing cash around to try to change that.

I don't feel too bad for the presenters (they're hardly stuck for work), or the producers (the show was backed by Endemol, where I imagine the printer uses £50 notes instead of A4 paper). I do feel bad for the writers, who must be wondering why they slaved over a hot script for 14 hours a day to general indifference, as a result of someone else's bad decisions.

Anyway, it's gone now. And I, for one, will miss it.

UPDATE: Just heard from the Channel 4 press office, who say: "The series has just finished and no decision on its future has been made. Contrary to rumour, it hasn't been cancelled." Hardly cause for optimism among fans, but I suppose there's still a glimmer of hope.

Helen Lewis is deputy editor of the New Statesman. She has presented BBC Radio 4’s Week in Westminster and is a regular panellist on BBC1’s Sunday Politics.

Photo: Tashphotography / Stockimo / Alamy
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The Negroni fools no one – it’s easy to make and contains nothing but booze

It is the colour of danger, a red rag to anyone jaded by cocktail-world bull.

The cocktail is designed to lie about its origins; no wonder it reached its apogee during Prohibition, which forced everyone with an unrepentant thirst to lie about their cravings. Even today, when only extreme youth, religious belief or personal inclination prevents a person from draining the bar dry, the cocktail continues its career of dishonesty. It hides ingredients or methods. It provides a front for poor-quality booze. And it often dissolves, within its inscrutable depths, mountains of sugar, enabling drinkers to pose as sophisticates while downing something that tastes like a soft drink – to get drunk without leaving the playpen.

This is why I love the Negroni, which fools no one. It is easy to make and contains nothing but pure booze. Despite being a third sweet vermouth, it isn’t saccharine: the other two thirds, equal measures of gin and Campari, may have something to do with this. And it is the colour of danger, a red rag to anyone jaded by cocktail-world bull.

They say it was invented in Florence at the request of a Count Negroni, who wanted a drink unsullied by club soda – a drink stiff enough to get a man back on a bucking horse, perhaps, since this Count may have been a rodeo rider. I prefer to believe that the Count, if Count he was, came in, tossed down enough strong liquor to start telling stories about his American adventures, and, when he finally staggered out into the night, the exasperated bartender poured three straight shots into a single glass and baptised this wondrous reviver in grateful homage to the fabulist who had inspired it.

In a former glue factory a very long way from Florence or America, the East London Liquor Company now makes very good gin – Batches One and Two, the former tannic with Darjeeling as well as cassia bark, pink grapefruit peel, and coriander seeds; the latter redolent of savoury, bay, thyme and lavender. Transforming these plants into excellent alcohol seems an improvement on boiling down horses for adhesive, and the company also makes superb Negronis from Batch Two.

We sit outside, in a carpark made marginally more glamorous by border boxes of Batch Two botanicals, and marvel at the transformation of this grimy part of East London, next door to a park intended to give Victorian working men brief respite from lives all too lacking in myth or fantasy. It is a reincarnation at least as miraculous as the transformation of three strong and entirely unalike spirits into the delectable harmony of the Negroni. The sun shines; a fountain plashes. Nuts and charcuterie arrive. All is right with the world.

I leave my herbaceous bower and dangerously pleasing drink for a peek at the large copper distillery behind the bar, walking in past the fountain, a whimsical stone construction that pours vermilion liquid into two, tiered basins topped by a chubby putto clutching a rather reluctant fish.

And then I stop. And double back. Vermilion liquid? It is, indeed, a Negroni fountain. There are even slices of orange floating in the basin. I dip a finger: the taste is slightly metallic but still undeniably that potent mixture of booze, botanicals, bitterness, and just a hint of sweetness. A streak of citrus from the orange slices. It turns out that the world’s most straightforward cocktail lends itself to a decadent neo-Renaissance fantasy. There’s a message here, one forthright as a temperance tract: without imagination, we would have no lies – but no Negronis, either.

Nina Caplan is the 2014 Fortnum & Mason Drink Writer of the Year and 2014 Louis Roederer International Wine Columnist of the Year for her columns on drink in the New Statesman. She tweets as @NinaCaplan.

This article first appeared in the 20 July 2017 issue of the New Statesman, The new world disorder