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.

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Yes, you could skip brunch and save for a deposit on a house. But why?

You'd be missing out. 

There’s a tiny café round the corner from me, a place so small that you have to leave your Bugaboo pushchair outside (a serious consideration in this part of the world), which has somehow become famous across town for its brunch. At weekends, the queue spills on to the road, with people patiently waiting for up to an hour for pancakes, poached eggs and pondy-looking juices served in jam jars. The food is just as good later on, yet there’s rarely much of a line after 2pm, because brunch is cool in a way that lunch isn’t. Where lunch is quotidian, brunch feels decadent – a real weekend treat.

Though the phenomenon is hardly new – the term was coined by a Brit back in 1895 – brunch has always been more popular in the United States than here, possibly because it’s a meal that you generally go out for and eating out has long been more affordable, and thus common, across the pond. Despite our proud greasy-spoon heritage, the idea of brunch as an occasion with a distinct character, rather than just a wickedly late breakfast, is relatively recent, and it owes much to the increasing informality of 21st-century life.

The Little Book of Brunch by Caroline Craig and Sophie Missing revels in the freedom that the occasion bestows upon the cook, falling as it does outside the long-established conventions of the three-meal
structure. “It’s the meal where you can get away with anything,” they write.

By way of proof, along with eggs Benedict and buttermilk waffles, the book features such novelties as ’nduja-and-egg pizza, spaghetti frittatas and lentil falafels – dishes that you could quite respectably serve for lunch or dinner, yet also contain the cosseting, comforting qualities necessary in a first meal of the day.

Though such culinary experimentation is no doubt attractive to the increasingly adventurous British palate, I suspect that the arrival on these shores of the “bottomless brunch”, a hugely popular trend in the US, may also have something to do with our new enthusiasm for the meal – to the concern of health experts, given that Americans seem better able to grasp the idea of drinking as many Bloody Marys as they can handle, rather than as many as they want.

As David Shaftel put it in an op-ed for the New York Times entitled, wonderfully, “Brunch is for jerks”, this meal is “about throwing out not only the established schedule but also the social conventions of our parents’ generation . . . revelling in the naughtiness of waking up late, having cocktails at breakfast and eggs all day. It’s the mealtime equivalent of a Jeff Koons sculpture.”

The Australian social commentator Bernard Salt agrees, blaming this taste for “smashed avocado with crumbled feta on five-grain toasted bread at $22 a pop” for the younger generation’s failure to grow up, take responsibility and save enough money to buy a house. But as critics observed, house prices in Sydney, like those in the UK, are now so high that you’d have to forgo your weekly avo toast for 175 years in order to put together a deposit, and so, perhaps, it’s not unreasonable to want to live in the moment instead. “We are not going out for brunch instead of buying houses: we are brunching because we cannot afford to buy houses,” as the journalist Brigid Delaney wrote in response.

Baby boomers got the free education, the generous pensions and the houses and left us with shakshuka, sourdough and a flat white. Seems like a fair deal. 

Felicity Cloake is the New Statesman’s food columnist. Her latest book is The A-Z of Eating: a Flavour Map for Adventurous Cooks.

This article first appeared in the 20 April 2017 issue of the New Statesman, May's gamble

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