Throughout the world Live8 concerts took place, and in the wake of such an event are TV shows that debate political and social issues with participation of activist musicians.
Two days ago all the Videoplugger team were invited as audience for the Dimbelby chat show on ITV1 (screened on Wednesday night at 11pm) “The G8 debate” where Coldplay’s Chris Martin, Elton John (via TV link) and Sting were talking about world poverty and G8s role. With the UN secretary general, Kofi Annan, and the chancellor, Gordon Brown, and the president of Tanzania, Benjamin Mkapa, (Apparently they had to turn Sir Paul Mcartney down when he volunteered, ITV deeming Chris Martin as more involved in the issue)
ITV1 wanted to capitalise on the intense interest in the G8 summit by screening a special debate: Making Poverty History was timed to coincide with the first day of the annual G8 summit of world leaders at Gleneagles, which Tony Blair and George Bush will attend.
Singers, more than the Tanzanian president, could be fundamental to create an interest especially with the younger TV audiences in important social questions. But the risk when artists, and not experts discuss these relevant questions is always that in the eyes of more serious onlookers it will not be taken seriously.
The point is that the new ITV controller of current affairs, Dominic Crossley-Holland, commissioned this programme to get more event-based current affairs on ITV1, as a part of his strategy to be more competitive with the BBC. The Beeb, on the same night ironically showed a much more populist reality documentary with an English family that followed an African tribe for some time.
When an event such as the Live8 is planned throughout the world and the music is the instrument used to communicate the problems, musicians are naturally the main actors but when the debate has to be more serious, none of the pop stars are able to discuss with the UN secretary general intelligently.
Dominic Crossley-Holland said:
“This unprecedented line-up of key G8 figures puts ITV news coverage in the centre of the Making Poverty History debate, helping inform our viewers and drive the agenda.”
The TV audience understanding of the gravity of the situation in Africa, can be influenced when they watch a programme which will never assume a serious tone because the likes of Chris Martin, and Sting grab all the attention from the president of Tanzania, one of Africa’s poorest countries, who’s PR abilities are a bit less obvious. As Patrick Barkham from the Guardian writes “With musicians commanding a popular mandate of 2 billion viewers at Live 8, humbled elected representatives such as Gordon Brown must have been grateful just to appear on the same stage.”
In the end everybody is happy, ITV doesn’t loose audience figures and gains some political cred and Kofi Annan, Gordon Brown and President Mkapa get their points across almost undebated while Coldplay’s album sales go up.
