Comedian Romesh Ranganathan was compensated for his participation in a BBC licence fee advertisement, a development that has drawn criticism. The four-minute promotional video, which advocates for the £180 annual fee, first aired during the World Cup Final.
Amid controversy over the ad's content and timing, Ranganathan stated he was "honoured to be asked to front it." This comes after reports that the BBC lost half a million licence fee payers in a year marked by scandals. The corporation confirmed Ranganathan was paid for his involvement due to the significant time commitment required during filming. Creative development was handled in-house, with most individuals contributing their time without charge.
"Like other broadcasters, we promote our services creatively to ensure audiences across the UK can get best value from the BBC," a BBC spokesperson said.
The advertisement, titled "What Has The BBC Ever Done For Me?", featured nearly 100 well-known figures, including Coldplay frontman Chris Martin, Claudia Winkleman, Alan Carr, and Louis Theroux. Ranganathan is depicted moving through various BBC programmes, sets, and studios, encountering celebrities who offer their perspectives on the BBC's value.
At one point, Louis Theroux appears beside a large lever, warning that the featured content "None of this exists if we don't want it to." Ranganathan is then shown figures suggesting the BBC contributes over £6.5 billion to the economy.
However, the ad's airing during the World Cup Final, alongside on-screen QR codes and reminders to pay the licence fee, led to viewer complaints. Social media users described the advertisement as "shameless self-promotion," "desperate," and "beyond nauseating." One viewer expressed frustration, stating they did not expect to be urged to pay their TV licence by Ranganathan and Theroux while attempting to watch football.
Ranganathan also authored an article on the BBC's website titled "Why I had to make the case for our BBC," in which he expressed his strong belief in the BBC's existence. He acknowledged the corporation's flaws but emphasized its significant contribution to people's lives, stating he is "really proud of it."
This campaign follows a critical assessment of the BBC by former Question Time presenter David Dimbleby, who described the corporation's decision to cut 550 jobs as a "very bad call" and expressed dismay, particularly regarding the impact on political analysis.