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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Netflix's Ozark is overstuffed – not to mention tonally weird

Could the channel use a hit? Every time my subscription leaves my bank account, I think again that it could.

The main reason why Ozark, the new Netflix series, feels so underpowered has to do with its star, Jason Bateman (who also directs): a good actor who badly wants for charisma, he simply can’t carry it alone. Watching the first few episodes, I kept thinking of Jon Hamm in Mad Men and (a better example here) Bryan Cranston in Breaking Bad, both of whom played, as does Bateman, characters around which the plots of their respective series turned. When they were on screen, which was often, it was all but impossible to tear your eyes from them; when they were off it, you felt like you were only biding your time until they returned. But when Bateman disappears from view, you hardly notice. In fact, it feels like a plus: at least now you might get to see a bit more of the deft and adorable Laura Linney.

In Ozark, Bateman is Marty, an outwardly square guy whose big secret is that he is a money launderer for the second biggest drugs cartel in Mexico. When the series opens, he and his wife Wendy (Linney) and their two children are living in Chicago, where he nominally works as a financial advisor.

By the end of the first episode, however, they’re on their way to the Lake of the Ozarks in rural Missouri. Marty’s partner, Bruce, has been on the fiddle, and the cartel, having summarily executed him, now wants Marty both to pay back the cash, and to establish a few new businesses in which future income may be cleaned far from the prying eyes of the law enforcement agencies. If this sounds derivative, it is. We’re in the realm of Breaking Bad, only where that show gave us out-of-control Bunsen burners and flesh-eating chemicals, this one is more preoccupied with percentages and margins.

Where’s the friction? Well, not only is the FBI on Marty’s tail, his wife has been cheating on him, with the result that their marriage is now just another of his business arrangements. The locals (think Trump supporters with beards as big as pine trees) have proved thus far to be on the unfriendly side, and having paid off their debts, the only house Marty can afford has a cliché – sorry, crotchety old guy – living in the basement. On paper, admittedly, this all sounds moderately promising. But hilarity does not ensue. As dull as the Lake of the Ozarks when the tourist season is over, not even Linney can make Bill Dubuque’s dialogue come alive. Her character should be traumatised: before they left Chicago, the cartel, for reasons I do not completely understand, pushed her podgy lover – splat! – off his balcony. Instead, she’s fussing about the crotchety old guy’s sexism.

Ozark is overstuffed and tonally weird, so I won’t be binge-watching this one. This completes rather a bad run for me and Netflix; after the lame new series of House of Cards and the egregious Gypsy, this is the third of its shows on the trot to bore me rigid. Could the channel use a hit? Every time my subscription leaves my bank account, I think again that it could.

And now to The Sweet Makers: A Tudor Treat (19 July, 8pm), in which we hear the sound of the “living history” barrel being scraped so loudly, those attending the meeting at which it was commissioned must surely have worn ear defenders. Basically, this is a series in which four confectioners “go back in time” to discover how their forebears used sugar (first, the Tudors; next week, the Georgians).

What it means in practice is lots of Generation Game-style faffing with candied roses and coriander comfits by people in long skirts and silly hats – a hey-nonny-nonny fiesta of pointlessness that is itself a sugar coating for those nasty things called facts (ie a bit of tokenism about slavery and our ancestors’ trouble with their teeth).

Resident expert, food historian Dr Annie Gray, strained to give the proceedings urgency, sternly reminding the confectioners that the sugar house they’d spent hours building did not yet have a roof. But who cared if it didn’t? Destined to be eaten by fake Tudor guests at a fake Tudor banquet, it wasn’t as if anyone was going to lose their head for it – not even, alas, at Broadcasting House. 

Rachel Cooke trained as a reporter on The Sunday Times. She is now a writer at The Observer. In the 2006 British Press Awards, she was named Interviewer of the Year.

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

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