Do BBC employees need to go on a training course to learn right from wrong? That's a direct quote from Eddie Mair to Mark Thompson DG of the BBC. Now apart from the obvious schadenfreude of listening to the boss being grilled by his own attack dog, this raises some obvious points about how things can go so wrong for the right reasons in the new multi-channel world we all live (and work) in.
There is no question that anyone deceived the viewers for personal gain (or at least not yet) but merely to avoid the show going down the tubes due to technical failures. However, the issue is very simple: does the act of a member of the editorial team or a friend pretending to be a member of the public, undermine the trust that the public has in the BBC or other broadcaster?
Until this occurred it appeared that there was no specific editorial guideline for phone-ins or email competitions at the BBC. Mark Thompson has suspended all such activities until a policy is in place, and a report has been given to the BBC board.
What does this tell us? Firstly if there is an obvious revenue generating opportunity with premium rate phone lines available, then most broadcasters will jump at it. Secondly, if they do they should really have a policy in place to deal with their responses to unexpected technical failures. And test them to destruction. Finally, if you're caught out, its best to get your apology in first and be seen to be taking it seriously. Which is why Mark Thompson had to endure the roughing up on PM.
If you want to see other public responses see here
Now we'll have to see how they deal with the Queen scandal...