LearnDirect, the government-backed sponsors of The Jeremy Kyle Show has withdrawn their £500,000 a year deal with ITV. How odd. Despite someone, somewhere, at some point presumably telling LearnDirect’s marketing department where half a million pounds would be invested, the organisation never fully realised what the programme actually covered. It took District Judge Alan Berg to explain that the programme aims to “titillate bored members of the public with nothing better to do.”

Last week, a spokesperson for the government’s communications body, the Central Office of Information (COI), said: “the criticism of the show – sparked by Judge Berg’s remark – means it is no longer appropriate for LearnDirect to be associated with the programme.” 

The whole truth…

But did LearnDirect study all the good Judge’s comments? On closer examination of what he said, rather than withdraw their support, perhaps LearnDirect should actually plough more money into the show which helps finance streetwise Jeremy Kyle’s £1million per year contract. Judge Berg went on to say: “It should not surprise anyone that these people, some of who have limited intellects, become aggressive with each other.”

Surely “these people” whom the judge believes need an education, would be ideal prospects for an organisation, which provides folk from all walks of life the chance to improve their lot with further education?

In fact, looking through LearnDirect’s extensive range of available courses, it becomes obvious that many of their programmes would be spot-on for viewers with a little time of their hand and a big kinship towards guests on the Jeremy Kyle show. 

…And nothing but the truth

For example, LearnDirect offers a fascinating course called, “Helping your child.”  Perfect for the show broadcast back in 27th August: “My daughter disowned me. Today I find out if I’m even her Dad.”  Then there’s the equally essential course: “Meeting Behaviour and Dealing with Problem Characters” – Just the ticket for 20th September show: “Did you try to seduce my sister? Lie detector results.”  Or how about LearnDirect’s Health and Fitness course featuring a highly practical module called, ‘Know abbreviations relating to drugs and sex’ – for the 30th August programme: “I don’t believe I’m the father to both your children – DNA results.”

Clearly, with a regular audience of 1.5 million avid viewers – quite a feat for a daytime TV programme – there’s rarely been a greater opportunity for a leading adult education brand to address its core target

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