APOLOGY AFTER BLUE PETER PHONE-IN FIX

APOLOGY AFTER BLUE PETER PHONE-IN FIX

The BBC has apologised "unequivocally" for faking the results of a phone-in competition on popular children's programme Blue Peter.

A "serious error of judgment" and a technical error led to the show disregarding the viewers who had called in for the competition on November 27th 2006, the broadcaster said.

Children's charity Unicef received a third of the cost of the ten pence calls.

Rather than selecting a caller to give their answer live on air, as had been promised at the start of the show, studio staff asked a child who was visiting the studio to pose as a caller and give their answer on air.

The child was then allowed to select a prize from a list of children's toys.

Today's apology follows an investigation by the BBC into the matter after a member of the public emailed to complain about the competition.

Television watchdog Icstis, which is already investigating the BBC's Saturday Kitchen phone-in procedures, was made aware of the problem and has been shown proposals to prevent the incident from occurring again.

Richard Deverell, controller of BBC children's programmes, said that he would like to "apologise unequivocally" to viewers and the children involved in the competition.

"BBC children's has a deep and genuine commitment to our audiences, and our relationship with them is built on trust," he said.

"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."

Richard Marson, editor of Blue Peter, added that the show is "absolutely committed" to running fair competitions.

A review of the process for conducting live competitions on CBBC television and editorial control in live studios is now underway.

Icstis is currently investigating all broadcasters' interactive content following complaints about a number of programmes including ITV's X Factor and Channel 4's Richard and Judy.