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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How Roger Moore made James Bond immortal

Roger Moore, James Bond actor, has died at the age of 89. 

Unlike every other actor to play James Bond, Roger Moore was already a star when he came to the role. Not a star of motion pictures admittedly, although he had topped the bill in some minor films, but a star in television. The lead of the adventure series Ivanhoe (1958-59) and The Saint (1962-69), the latter of which brought him international fame and reportedly made him the highest paid actor on television.

It was a far cry from his beginnings. Although he lived much of his life abroad (it has been said, for tax reasons, something the actor himself denied) and was regarded by many as the archetypal English gentleman, Moore began life as a working-class Londoner.  Born in Stockwell in 1927, the son of a policeman and his wife, he grew up in a rented three room, third floor flat in SW8, and attended Battersea Grammar School. There, he later insisted "looking as though I was listening", was the only subject at which he excelled. Battersea Grammar was, despite the name, then an overcrowded local school boxed in by the buildings and sidings of Clapham Junction Station and made dark and noisy by the still expanding railways.

As both Moore and his friend and fellow film star Michael Caine have observed, their backgrounds in urban South London are almost identical, something that has never fitted with public perception of either of them. The difference was, as again both noted, that when it came to National Service Moore, unlike Caine, was picked out as officer material and trained accordingly, in the process acquiring the accent he would carry for the rest of his life.

The common, near universal, ignorance of Moore’s origins (although he himself was never shy of them, writing about his family in his various books and discussing them in interviews) says something significant about Roger Moore the public figure. Despite being a household name for decades, an international film star and latterly a knight of the realm, he was, if not misunderstood by his audience, then never really quite what they assumed him to be.

This extends, of course, into his work as an actor. Moore was often mocked by the unimaginative, who saw him as a wooden actor, or one lacking in versatility. Often, he was somehow self-deprecating enough to play along. And yet, the camera loved him, really loved him and his timing - particularly but not exclusively comic - was extraordinary. To see Moore work in close up is to see someone in absolute control of his craft. His raised eyebrow, often mocked, was a precision instrument, exactly as funny or exactly as surprising as he wanted it to be.

It is more accurate, as well as fairer, to say that Moore was typecast, rather than limited, and he made no secret of the fact that he played his two most famous roles, Simon Templar in The Saint and James Bond 007 as essentially the same person. But he would have been a fool not to. Bond producers Harry Saltzman and Albert R "Cubby" Broccoli’s EON productions wanted Templar nearly as much as they wanted Moore.

They had thought of the actor for the part of 007 as early as 1961, before casting Sean Connery and before Moore had played The Saint, so it was not just his success as Templar that made him suitable. Yet both producers knew that audiences in both Britain and America loved the way Moore played Templar, and that if that affection could be translated into ticket sales, their series would be on to a winner.

It was a gamble for all involved. George Lazenby had already tried, and as far many were concerned, failed to replace Connery as James Bond. When it came to 1971’s outing in the series, Diamonds Are Forever, David Picker, head of United Artists, which distributed Bond films, insisted that Connery be brought back for an encore before EON tried a third actor in the role, re-hiring Connery at a then record $1.25m and paying off actor John Gavin, whom EON had already cast. That’s how high the stakes were for both the Bond series and Moore’s reputation when he stepped into the role for 1973’s Live and Let Die. The film was a huge success, so much so that EON rushed out its sequel, The Man With The Golden Gun the next year, rather than after two years as it had planned.

The reason for that success, although the film has many other good qualities, is that Moore is brilliant in it. His whip-thin, gently ironic and oddly egalitarian adventurer, capable of laughing at himself as well as others, is a far cry from Connery’s violently snobbish "joke superman". It’s been said that Connery’s Bond was a working-class boy’s fantasy of what it would be like to be an English gentleman, while Moore’s was essentially the fantasy of a slightly effete middle-class boy who dreams of one day winning a fight. It’s a comprehensive reinvention of the part.

That’s not something that can be achieved by accident. One shouldn’t, however, over-accentuate the lightness of the performance. Moore’s Bond is exactly as capable of rage and even sadism as his predecessor. The whimsy he brings to the part is an addition to, not a subtraction from, the character’s range.

Moore expanded Bond’s emotional palette in other ways too. His best onscreen performance is in For Your Eyes Only (1981), in which the then 53-year-old Moore gets to play a Bond seen grieving at his wife’s grave, lecturing allies on the futility of revenge ("When setting out for revenge, first dig two graves") and brightly turn down a much younger woman’s offer of sex with the phrase "Put your clothes on and I’ll buy you an ice cream". None of which are scenes you can begin to imagine Connery’s Bond pulling off.

Moore was not just a huge success as Bond, he remains, adjusted for inflation, the most financially successful lead actor the series has ever had. He was also successful in a way that guaranteed he would have successors. What he gave to the part by not imitating Connery, by not even hinting at Connery in his performance, was a licence to those who followed him to find their own way in the role. This, along with his continued popularity over twelve years in the role, probably the only reason the series managed to survive the 1970s and the EON’s finally running of Ian Fleming novels to adapt to the screen.

Actors have received knighthoods for their craft for centuries, but when Moore was knighted in 2003, there was some push back. Moore was understandably seen as not being in the same category as an Alec Guinness or a Ralph Richardson. But the citations for Moore's knighthood indicated that it was for his decades of charity work with Unicef that he was being honoured. It’s yet another of the misconceptions, large and small, that aggregated around him.

Moore himself was always clear that it was the profile playing James Bond had given him that made his role with Unicef possible, let alone successful. When asked about pride in his charity work, he always responded that instead he felt frustration. Frustration because as with, for example, the UN’s iodine deficiency programme or Unicef’s work with children with landmine injuries, there was always so much more work to be done than could be done.

It was an answer that, along with his energetic campaigning, at the age of 88, to ban the use of wild animals in zoos, pointed to the biggest misunderstanding of all. Moore was known for playing frivolous characters in over the top entertainments and this led to him being perceived by many, even by those he enjoyed his work, as essentially trivial. Ironically, such an assumption reveals only the superficiality of their own reading. The jovial, wry interviewee Sir Roger Moore was, beneath that raised eyebrow, a profoundly serious man.

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