Saturday, October 13, 2007

African queen

GMTV is not known for its subtly. The only shock is that they haven’t yet managed to get the advert breaks sponsored.

This week they’ve been running a trailor promoting a week in which Fiona Phillips is flying out to Tanzania to visit a girl she sponsors. The little girl’s name is Neema.

It’s not right to criticise this, and I wouldn’t. But the trailer opens with an introduction highlighting that this little girl and millions of others, have little hope. In short, they are so poor they will die without help.

The trailer continues to a soundtrack of authentic African music. Lots of pictures of children with no shoes and living in mud huts studying from old textbooks.

Fiona herself is shot, sans make-up, staring into the middle distance from what may be the back of a safari jeep, but may also be the balcony of her five-star timber framed hotel suite.

Whilst it’s nauseating and patronising, it just about maintains its credibility. Then the final caption comes up, in their infinite wisdom, they’ve chosen to call this segment of the show Finding Neema.


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