It is a row politicians have now become embroiled in and it has done wonders for the viewing figures. Claims of racism against Indian actress Shilpa Shetty on a UK reality show have even sparked protest back in India. Britain’s treasury chief, Gordon Brown, has also been questioned about it on his current trip to India.
He said: “What has come out of the British public’s reaction to this programme, as well as the Indian newspapers and Indian public’s reaction to this programme, is that we both want to bear out commitment to these great values of tolerance and being fair to every individual and to send a message that where discrimination or racism is practised that is unacceptable.”
Thousands have complained to a media watchdog about Celebrity Big Brother, but now millions more have tuned in to the show.