Steven Baxter

Patrolling the murkier waters of the mainstream media

The incestuous vortex of cross-promotion

OK! TV is the latest addition to the bewildering circle-jerk that is Richard Desmond’s media empire.

By Steven Baxter Published 17 February 2011 14:00

"OK! TV kicked off to a triumphant start," said OK! magazine this week in an interview with the OK! TV host Kate Walsh. The Channel 5 show could be glad of one positive review, at least, even if the more cynical among us might suspect that due to printing deadlines it may have been written before the "triumphant start" had even gone to air.

But then this is the bewildering circle-jerk that is Richard Desmond's empire right now. OK! TV, Channel 5's new brightly coloured approximation of a couple of vapid office drones chattering about celebrities over a water cooler, promotes OK! magazine. The Daily Star and Daily Express promote OK! TV and OK! magazine, as well as giving remarkably positive reviews to the likes of the Channel 5 host Vanessa Feltz; OK! magazine has a two-page feature telling you what's coming up this week on Channel 5 . . . and so on, and so on.

"We are beyond excited by the launch of OK! TV," said the magazine's editor in a leader this week. Beyond excited!

The incestuous vortex of cross-promotion gets to the point where if you see something in a Desmond publication that isn't anything to do with another of his assets, you wonder why it's there at all. And which one is meant to be the flagship? Is Channel 5 the jewel in the crown, or is it OK!, or the Daily Express? Or are they all fighting for the title of least mediocre? It's hard to tell.

It was my own fault, really. I'd decided to watch OK! TV while reading a copy of OK! magazine. I think I got overloaded by it all. But one thing I did notice was that I was reading more than I was watching. I ended up being fascinated by Josie Gibson's Big Fat Gypsy Wedding photo shoot, leaving Kate Walsh and Matt Johnson babbling away in the background.

Of course, this being a Desmond publication, the photo shoot is to tell you that Gibson is a reporter on . . . yes, you guessed it, OK! TV. But even as someone who isn't the target audience of the mag, who couldn't really care less about celebrity culture and all the trashy awfulness therein, I found her tales of growing up in a traveller family (hence the giant pink dress and caravan) quite intriguing.

OK! TV, in comparison, is pretty shabby. Gibson is, by a bus ride, the best thing about it, chirping merrily away about celebrity tweets in that delightful Bristolian burr ("Shane Warne, he's a blancmange, in't he?"), but her segment was a rare moment that strayed beyond the otiose. The rest just makes you yearn for the understated subtlety and class of the show's predecessor, Live from Studio Five.

Besides, they're missing a trick. If they called it Daily Star Daily Express Sunday Express New! Magazine Star Magazine Daily Star on Sunday OK! TV, they'd be able to promote even more Northern & Shell goodies at one go. Surely it's only a matter of time.

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146 comments

Fri, 2011-02-18 21:30 — Aclassact (not verified)

I was brought up properly and part of the ethos of a positive nurturing environment was the following edict

If you can't say anything nice then don't say anything at all

Some people could learn from this - as far as the original article is concerned o couldn't agree more - Josie Gibson is a breath of fresh air

Fri, 2011-02-18 21:31 — DannyW (not verified)

dont like the moving screens at the back and I find Matt very warm and a natural Kate no should get a new face Josie very natural and warm get her on more felt like u could put your feet up and have a natter with her and Matt

Fri, 2011-02-18 22:17 — Dinky0808 (not verified)

Just one word to describe Josie on OK! this wednesday, PERFECT. Looking forward to be seeing a lot more of her in the future.

Thu, 2011-02-17 16:36 — Lou (not verified)

Hi Sylvia,

Thank you. I wasn't disputing your comments, I agree with them and much of Stephen's article. I just think it's already happening rather than the something new with old Desmond referred to.

Fri, 2011-02-18 14:45 — shezha (not verified)

Josie Gibson is by far the best thing on OKTV and has a massive following, We wish her all the success. Well done josie you are the star of the show.

Fri, 2011-02-18 22:44 — Anna (not verified)

I stumbled across OK!tv by accident on Wednesday and thought it was a load of drivel BUT, I have to admit, Josie definately sparkled. She has a sort of presence that draws you in. A natural for TV I think. Well Done Josie. Can I also just say that I cannot believe people are STILL giving her and John a hard time. If you dont like them then dont watch them, dont read about them, move on. Simple.

Fri, 2011-02-18 14:49 — aileen williams (not verified)

have to say the only funny and entertaining person on oktv is josie gibson she really should be the main presenter

Fri, 2011-02-18 14:51 — Rachel (not verified)

Josie was like a breath of fresh air pity she wasn't on for longer really like her best thing about the midweek edition of the programme.

Fri, 2011-02-18 14:52 — bonnetta lovell (not verified)

josie is the best on oktv . I enjoyed watching her . I wish all the best in the future. Well done Josie!

Fri, 2011-02-18 14:54 — Cyndi Leigh (not verified)

Josie was the best n the show, shame it was only once a week coz i wud have watched it everyday. Good luck Josie on everything you do!

Fri, 2011-02-18 14:56 — Joyce (not verified)

Agree with all comments about Josie. She's a ray of sunshine, a natural. Hope she gets a longer spot on the show.

Fri, 2011-02-18 14:56 — Liz (not verified)

Josie was a refreshing contrast to the wooden Katie, once a week is far too little

Fri, 2011-02-18 23:45 — Lena (not verified)

cross promotion is nothing new i dont blame desmond .watched OKTV liked matt and kate and had great guests this week.josie was like a ray of sunshine hope she can be on more.

Fri, 2011-02-18 14:57 — linda g (not verified)

josie was a breath of fresh air on the show, she is natural, funny , and has a bubbly personality that captures the audience, looking forward to seeing her next week.

Fri, 2011-02-18 14:58 — Val_Horslow (not verified)

Josie is by far the best person on Oktv it is the only time i watch the show when she is on.We all hoped she would be a sucess and she is proving that is just what she is a beautiful young lady with loads of talent i am sure she will be signed up for a lot more tv.Well done Miss Gibson now maybe you believe you are celebrity and a fantasic one at that.

Fri, 2011-02-18 14:59 — linda levy (not verified)

only watched when josie gibson was on, she was not on long enough. what a lovely bubbly character. ok tv would do well to put her on more often, i would watch more often if she was

Fri, 2011-02-18 15:02 — Amber (not verified)

Haha love this article great shoot of josie in ok mag and is the best thing about ok tv more josie please! "Shane Warne, he's a blancmange, in't he?" :)

Fri, 2011-02-18 15:05 — Caroline (not verified)

I have to say I thoroughly enjoyed this article, particularly the comments about Josie Gibson. I find her a very interesting and pleasant character.
It is so refeshing to see such a diverse television personality that can relate so easily to the viewers. I feel she encapsulates a new and honest form of celebrity reporting, which particuarly relects the new Twitter era. I feel there could be a bright future for her!

Fri, 2011-02-18 15:06 — sophie jones (not verified)

Josie gibson is wonderful, she lights up the telivision screen. Warm, funny and honest, everyone needs a josie in their life.

Thu, 2011-02-17 17:57 — Lou (not verified)

Steven,
I do apologise for the wrong spelling of your name.

Fri, 2011-02-18 15:08 — Marie (not verified)

Loved the OK shoot with Josie and John. Josie will be a great asset to Ok Tv as she stole the show for me.

Sat, 2011-02-19 00:20 — Karenknowsbest (not verified)

Josie you were da bomb on there. From one transvestite to another. Glad you got rid of wrinkly vag, Katiefishntaty, Caillinmaith and I have done a demolition job on la desperate minge who likes to pinch bums

Fri, 2011-02-18 15:12 — Georgina (not verified)

Having watched OKTV because nothing else was on I found the young lady Josie a breath of fresh air in contrast to the two main presenters.
It's nice to see a real person present on TV that hasn't had their regional accent clipped. Her laugh was infectious and what a pretty girl all natural instead of being a painted butterfly.
But on the whole OKTV was nothing more than a rehash of its predecessor but with a name change.

Sat, 2011-02-19 00:22 — Scrummydumpling (not verified)

Josie are you still seeing people behind Johns back? Time to own up and send him back to his boyfriend

Fri, 2011-02-18 15:13 — Jean (not verified)

I totally agree with Steven Baxter's comments about the vortex of cross promotion. I also agree with his comments on Josie Gibson. She is refreshing and instantly puts a smile on my face.

Fri, 2011-02-18 15:13 — Cathlyn (not verified)

OKtv should make Josie the main presenter of the show rather than Kate. The whole dynamics of the show changed whilst she was on. She is so natural, funny and her bubbly personality lit up the show.

Fri, 2011-02-18 15:16 — Jan Knight (not verified)

The incestuous vortex of cross promotion likewise the incestuous vortex of a cynical media in general.Josie Gibson is a real person who was real on a reality show.Surprise, surprise then that her bubbly personality shone through
yet again on this program because yet again she was real.

Fri, 2011-02-18 15:17 — Trish (not verified)

Completely agree with regards to Josie Gibson, she is definitely the best thing about the show, very natural, funny and beautiful..pity she is not the main host.

Fri, 2011-02-18 15:21 — claire (not verified)

I agree the best thing about the show was josie gibson such a warm and funny person who brought abit of life to the show.

Mon, 2011-02-21 14:18 — beaubelles (not verified)

what a ridiculous notion cormack !
because one makes a valid criticism
about a couple of realty tv contestants they must need love in their lives why go on bb they aparently want everyone to notice them and love them so desparately
they enter a house for talentless non entities the days of bb zeleb culture is over and so will josie and jj careers be like so many other
that have entered that house !the clock has already started ticking
someone has to stand up for real
talent on our screens and be done with the clown double act called jjj

Sat, 2011-02-19 01:40 — Jan_pearce (Aunty jan) (not verified)

i agree scrummy josie is using him 100% for money its terrible what she is doing

Sat, 2011-02-19 01:51 — lilacpiggy (not verified)

half of these vile comment have been made by one person using real jjj fans names. you will be named and shamed!!!

Fri, 2011-02-18 15:29 — Sue (not verified)

I agree with the comments on Josie Gibson, she was great and I love her and John James in OK mags. Long live JJJ! :D

Sat, 2011-02-19 01:52 — diesel72 england @Diesels72 (not verified)

Cannot believe that people are sooo sad that they have to use other peoples names to post awful comments!!!!! If its your comment be big enough to use your own name!!! Jan pearce is a true JJJ supporter and a lovely person xxxxxxxxxx

Sat, 2011-02-19 01:57 — lorraine TripleJ chick1 (not verified)

Jan Pearce is a true lovely Triple J fan. at the time this was done she was having a laugh on tinychat with us all. 40+ people can support this information.

Fri, 2011-02-18 15:34 — Cazie Bear (not verified)

Josie is the best thing on OKTV, found myself laughing at a evening chat show about Celebs No one else could bring such a presence to the Show love her, she needs to be on more often one night a week is not enough xx

Sat, 2011-02-19 02:00 — KT (not verified)

Why do some people have to be so damn immature? seriously, why do you feel the need to hide behind the names of the people you know are respected & loved by so many people. Jan Pearce is a lover not a hater who respects both John and Josie. So please don't believe the rubbish that people are commenting on here. The people making those comments are pathetic.

Hope they find something better to do and leave people to live THEIR lives.

Sat, 2011-02-19 02:20 — Jan_pearce (Aunty jan) (not verified)

Lol some of use make me laugh get on with it its only twitter get normal lives

Fri, 2011-02-18 15:41 — katie (not verified)

only day i will be watching is wednesday when josie is on cos she is the best part of the show.xxx

Sat, 2011-02-19 02:24 — Carol (not verified)

For gods sake get a life people and leave the gorgeous and lovely Jan alone xxx

Sat, 2011-02-19 02:26 — lilacpiggy (not verified)

comment up above was not made by jan because at this present moment in time im chatting to her so the dickhead pretending to be her needs to bogoff!

Fri, 2011-02-18 15:45 — cellaigh (not verified)

love love loved josie gibson on OKTV watched it on monday it was ok but loves josie on wednesday wish she was on everyday and for longer havent watched it again and wont until wednesday well done josie

Sat, 2011-02-19 02:29 — diesel72 england @Diesels72 (not verified)

ok the last comment by auntie Jan which we know is actually NOT really auntie Jan. Come on be big enough to post ur comments in ur own name or are you not man enough ?????

Fri, 2011-02-18 15:52 — ISOBEL STANNERS (not verified)

LOVED JOSIE ON OKTV,BEST THING ABOUT THE SHOW,LOOKING FORWARD TO NEXT WED.

Sat, 2011-02-19 02:45 — Julia Townend (not verified)

Whoever it is who is using other peoples names to write hate about Josie is wrong. I think this is a woman doing this and you should be ashamed. Jan is a lovely person full of support for Josie