'Celebrity Big Brother 2007' Controversy|Business Ethics|Case Study|Case Studies

'Celebrity Big Brother 2007' Controversy

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Case Details:

Case Code : BECG077
Case Length : 13 Pages
Period : 2007
Pub Date : 2007
Teaching Note :Not Available
Organization : Channel 4
Industry : Media
Countries : UK

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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The Big Brother House

In the 'Big Brother' series, the 'housemates' were kept in a closed House and were not allowed to maintain any contact with the outside world. They were isolated from the outside world due to absence of communication devices like telephone, Internet, television, radio, or any other media.

They were also unable to communicate directly with their friends and family. However, they could speak privately to a psychologist who was not visible to them in the diary room. In this room, the housemates could, as individuals, express their thoughts, feelings and frustrations, and recommend eviction for other participants...

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The Controversy

In the first two weeks of the launch of 'Celebrity Big Brother 2007', the show struggled hard to acquire good television rating points (TRPs). It reported an all-time low audience of two million viewers. However, on Day 14, the show received viewers' attention after the confrontation between Shetty and Jade Goody (Goody), another housemate, over the use of chicken stock cubes in the House. Shetty searched for the chicken stock cubes and asked other female participants in the House whether they had already used any of them. This led to a heated argument between Goody and Shetty...

The Aftermath

As a result of the alleged racism surrounding Shetty, Channel 4 witnessed different reactions from the media, the sponsors, as well as the general public. In Britain and India, effigies of the producers of the show were burned. The alleged controversy was also flashed on the front pages of some of the British national newspapers (Refer to Exhibit V for 'Celebrity Big Brother 2007' show coverage in British media). Indian newspapers also flashed the alleged racism controversy story on their front pages and television news channels showed clips of Shetty crying...


Exhibit I: General Rules of the 'Big Brother' Show
Exhibit II: Logo of 'Celebrity Big Brother 2007' (UK)
Exhibit III: Contestants in 'Celebrity Big Brother 2007'
Exhibit IV: Final Status of Contestants in 'Celebrity Big Brother 2007'
Exhibit V: 'Celebrity Big Brother 2007' Show Coverage in British Media
Exhibit VI: Protests against the Producers of 'Celebrity Big Brother'
Exhibit VII: Recommendations of the Review Panel


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