The new policy is being introduced despite the fact the broadcaster's internal review panel found no evidence that tensions in the last series of 'Celebrity Big Brother' were 'deliberately engineered'.
The broadcaster has revealed the findings of its review of the 'Celebrity Big Brother' racism scandal alongside details of the changes it has put in place as a result of media regulator Ofcom's rulings on the programme.
Ofcom ruled that Channel 4 had breached its code of conduct on three occasions during 'Celebrity Big Brother' and has ordered the broadcaster to issue an on-air apology during the forthcoming series of 'Big Brother'.
As reported this morning, the broadcaster will now appoint a 'viewer's editor' to police breaches of the Broadcast Code and liaise with viewers, and will also introduce a 'right to reply' show to address audience concerns. There will also be a major research initiative into ethnic diversity in the UK, commissioned by Channel 4.
The broadcaster's earlier response to the storm of negative publicity after 'Celebrity Big Brother' had been to establish a review panel, consisting of Tony Hall, a Channel 4 non-executive director, Anne Bulford, the group finance director and independent member Rabinder Singh QC, who conducted 40 interviews and analysed public complaints and media coverage of the programme.
The broadcaster said the review panel found "no evidence" that tensions in the Big Brother house were deliberately engineered or that Channel 4 saw them as a source of financial benefit or that anyone involved set out to give offence to viewers.
The panel said it had observed throughout its review the effectiveness of Channel 4's legal and compliance team and its "deep involvement" in all aspects of 'Big Brother'.
However, the review stated: "The significant lesson for Channel 4 and Endemol is that great offence was caused by the broadcast of several comments by housemates, irrespective of their motivation. Channel 4 appeared to be somehow condoning the behaviour of some of the housemates because interventions were felt to be too late or insufficiently forceful."
In response, the channel has agreed with Endemol, the producer of 'Big Brother', a new written intervention policy, which spells out how the show will tackle seriously offensive language or behaviour.
The new policy will encourage the programme's producers to "intervene earlier and more formally on the grounds of potential offence to viewers as well as duty of care to housemates".
An updated version of the programme rules will clarify for housemates what the channel considers to be unacceptable behaviour, including "behaving in a way that could cause serious offence to either their fellow housemates or members of the viewing public (including serious offence based on the grounds of age, disability, gender, race, religion, beliefs or sexual orientation)".
The rules will now also identify "serious harassment ... including bullying" as unacceptable behaviour that will prompt an intervention.
Other measures include a stronger Channel 4 commissioning and legal presence at the production studios in Elstree, including a new senior editor based on site. A new referral system will ensure inappropriate behaviour is brought swiftly to the attention of senior staff at Endemol and Channel 4, with an increased number of senior producers working night shifts.
There will also be the appointment of a senior welfare producer whose sole task will be to observe housemates and to advise producers of any concerns arising.
Kevin Lygo, director of television at Channel 4, said: "I believe these measures are a sensible tightening of our procedures. Channel 4 is doing everything possible to prevent a repeat of the public offence caused by the programme while staying true to the format of Big Brother."
The review concluded that with the internet and digital media increasingly empowering the audience to complain about and even campaign against what they see on mainstream media, the channel needed to learn lessons about tracking and responding to viewer reaction to its programmes and to demonstrate public accountability through prompt and effective external communication.
Andy Duncan, the Channel 4 chief executive, said: "Channel 4 is determined to learn the necessary lessons from 'Celebrity Big Brother'. The wide-ranging initiatives we have announced will influence decision-making at every level within the channel, helping us to take more account of the views of our audience for the benefit of all our programmes and services."
.jpg)
.jpg)