Kay McCarthy, sales director, Sunrise Radio

James Livesley

Gordon Ramsay may be a good chef, but he has made his name dishing out abuse to culinary wannabes as much as for dishing out top-quality nosh.

And the start of his series Ramsay’s Kitchen Nightmares on Channel 4 (9pm, Tuesday) was a typical addition to the chef ’s menu, involving shouting, fourletter tirades and humiliation of kitchen staff on a daily basis.

Nightmares, a fly-on-the wall documentary in which Ramsay has a week to reverse the fortunes of a struggling dining establishment, performed well in the ratings on Tuesday night.

It pulled in a share of 17.7% and just under four million viewers watched on average, a good score compared with the other 9pm shows. BBC1’s Cutting It got a 23.9% share, BBC2’s Diarmuid’s Big Adventure recorded 9.7%, ITV1’s Fallen clocked a disappointing 16.5%, and Five’s CSI: Crime Scene Investigation notched 13.7%.

When it comes to pain and Ramsay, one particular part of the human anatomy springs to mind, but it was headache tablet brand Anadin that sponsored the series.

ZenithOptimedia brokered the sponsorship, the latest in a glut of TV partnerships that are infiltrating our screens. A new game could be on the horizon for viewers – spot the unsponsored programme.


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