The full release...
Last week, the BBC confirmed that a review of programmes which used premium rate telephone lines was underway. The BBC was contacted last Friday by email by a viewer who raised questions about the conduct of a competition on Blue Peter on 27 November 2006.
In particular, the viewer alleged that a child who was visiting the studio was asked to call into the studio. On receipt of this information, Richard Deverell, Controller, BBC Children's, commissioned an immediate initial report into what happened.
On 27 November, the programme ran a competition during a live programme to raise money for the Blue Peter Appeal, which was in aid of UNICEF. Viewers could enter by dialling a premium rate number costing 10 pence for the call. 3.25 pence per call would go to UNICEF. No profit from the calls was made by the BBC. Viewers, as always, were reminded to obtain permission from the person who paid the bill before calling.
The winner could select a prize from a list of children's toys. The preliminary report has established that there was a technical failure during this live programme.
The calls were being received correctly by the telecoms operator but the studio staff were having difficulty retrieving the information as originally planned. This meant that a caller was not selected to give their answer on air, as was promised at the beginning of the programme.
A member of staff then asked a child, who was visiting the studio, to phone in to the programme and to give an answer on air. The child was awarded the prize. Following this finding, the BBC asked the telephone company involved to contact ICSTIS to inform them that there had been a technical problem with the conduct of a premium rate competition.
A plan of action to rectify the situation has been seen by ICSTIS and they have confirmed that the proposals are the appropriate way forward. Richard Deverell said: "BBC Children's has a deep and genuine commitment to our audiences, and our relationship with them is built on trust. Whilst I am satisfied that there was no premeditated attempt to deceive or mislead viewers, the decision to put a child on air in this way was a serious error of judgement, and does not conform to either the BBC's own guidelines or the high standards we set ourselves in Children's programmes.
"I would like to apologise unequivocally to viewers, to all the children who took part in the competition, and we have already apologised directly to the child involved and her family for this incident. Part of our commitment to a relationship built on trust requires us to disclose this error and try to put it right, which we are now doing. It is very important that Blue Peter takes action to do this, and to ensure that lessons are learned."
Richard Marson, Editor, Blue Peter, said: "This edition of the programme fell short of the high standards Blue Peter viewers quite rightly expect. We are absolutely committed to running competitions that are fair to all entrants and we are very sorry for the way this competition was conducted."
The measures the BBC is to take following this incident are:
1. Blue Peter will broadcast an apology to viewers on 14 March 2007. 2. A winner from randomly selected competition entrants from 27 November will be chosen under the supervision of an independent solicitor to verify the process to ICSTIS.
3. A freephone number (08000 565 363) is now available for viewers who took part in the competition and wish more information or have any concerns. Viewers can also find information on
www.bbc.co.uk/cbbc <http://www.bbc.co.uk/cbbc/> following today's Blue Peter broadcast.
4. An immediate review of the process for conducting live competitions on CBBC television and editorial control in live studios is underway and there will be intensive staff training on these issues. Jana Bennett, Director, BBC Vision, has announced a senior level independent review of the circumstances of this competition and the actions arising from it. This will be conducted by Andrea Wills, a former Chief Adviser, BBC Editorial Policy.
Jana Bennett said: "Blue Peter enjoys the highest reputation for its relationship of trust and respect for the audience. It is disappointing, therefore, that there has been a serious breach of editorial standards on a live edition of the programme. "I believe the action that is being taken by BBC Children's will help to reassure children and parents that we take this matter very seriously indeed. "I have, however, invited Andrea Wills to conduct an immediate and independent review of the incident, the actions taken, and the lessons to be learned from it, which will report directly to me. "This will help to inform the wider review of the use of programmes which use premium rate lines which is already underway."
