By Roz Morris, Managing Director, TV News London Ltd
Channel 4 is usually seen as a polished and professional organisation with many well-loved programmes including Bake-Off, Location Location Location, Grand Designs and Inside the Tower of London.
But the reputation of the publicly owned broadcaster has taken a big dent following not only the continuing scandal of the very serious allegations made by BBC Panorama about the treatment of women on its reality TV series, Married at First Sight, but also from the way it has handled this crisis in the media.
So what did Channel 4 do wrong in handling the media?
First of all, it changed its response to the serious allegations of rape and mistreatment of some women taking part in the hit reality TV series known as MAFS. It began with flat denial and only later then moved on to sympathy and investigations. It’s always better to get to the sympathy position fast.
The MAFS programme format is that men and women are paired off with a stranger in a mock wedding ceremony and then expected to sleep with them as though married and then talk about their ‘relationship’ for the entertainment of the watching audience.
The BBC Panorama Programme was broadcast on Monday May 18th Panorama reported that:
- One woman alleged her onscreen husband raped her and threatened her with an acid attack. She now wants to pursue legal action against the production company CPL
- A second woman told both Channel 4 and CPL, before broadcast, about being allegedly raped by her onscreen husband. Her episodes were still aired
- A third woman accused her onscreen husband of sexual misconduct
In response, CPL has described its welfare measures for participants in the show as ‘gold standard’. It said it had acted appropriately in in all cases highlighted in the Panorama investigation.
All three men named in the programme deny these allegations.
Shortly before the Panorama episode aired, Channel 4 showed that it did view the Panorama allegations as serious. It announced that it had commissioned an external review into contributor welfare. It also took down all episodes of MAFS from its streaming service.
The following is part of Channel 4’s initial statement: ‘In April, Channel 4 was presented with serious allegations of wrongdoing against a small number of past contributors, allegations that we understand those contributors have denied.
‘Channel 4 believes that when concerns related to contributor welfare were raised through existing welfare and production protocols, prompt and appropriate action was taken, based on the information available at the time. Channel 4 strongly refutes any claim to the contrary.’
Priya Dogra, Chief Executive of Channel 4, said: ‘I want to express my sympathy to contributors who have clearly been distressed after taking part in Married At First Sight UK. The wellbeing of our contributors is always of paramount importance.
‘It would be wholly inappropriate for me to comment on what are very serious allegations made against some MAFS UK contributors.
‘On the claims that Channel 4 may have failed in its duty of care, I believe that when concerns about contributor welfare were raised, and based on the information available at the time, Channel 4 acted quickly, appropriately, sensitively and with wellbeing front and centre.’
Two days later Channel 4 held its annual meeting on Wednesday May 20. Rather embarrassingly in the circumstances, its annual report pointed out that ‘Married at First Sight’ was its most-streamed show in 2025. Channel 4 Annual Report
After this meeting Channel 4’s Chief Executive, Priya Dogra, gave a statement to the media lasting less than minute and a half. She read this out in a very flat and downbeat manner. She came across as bureaucratic and distant – and frankly not very authoritative.
She said she was ‘deeply sorry’ for the women making the allegations, which she described as ‘troubling ‘ and hard to hear’. This was a change of position and tone from her original statements. Some media reports described this as a U-Turn.
Following her statement, one journalist asked her whether given that she had been aware of the serious allegations from Panorama for more than a month, she would now make an apology to the women.
She did not answer this point. She did not take any questions from journalists and walked away. Then, as the questioning continued, without stopping walking she made a comment over her shoulder saying: ‘I’ve said everything I can in my statement.’
This is a rookie mistake and never a good look.
In my crisis media interviews training sessions I always point out that it is best never to talk over your shoulder because it looks defensive and hunted.
You have to be definite with journalists.
If you’ve finished your statement and you are not taking questions, you must state this plainly. Say you’re not saying any more questions, then turn and walk away ignoring further questions and maintaining your authority.
It’s important to stress this is not easy. It’s not a natural response.
Everyone wants to respond to questions shouted at them. But it is the best policy to ignore questions shouted at your back. However, in order to get it right you need to practice this with media trainers.
You also need to practice reading your statement with some energy and conviction and without frequent head bobbing up and down like Channel 4’s CEO.
Priya Dogra has only been CEO of Channel 4 for two months and it did seem she had been thrust out on the ice without proper preparation for facing the media.
Watch: Channel 4 boss asked if she will apologise to MAFS UK women – BBC News
Also, given the time that Channel 4 had been aware of the Panorama investigation, it would have looked better to have gone straight to their less defensive, more sympathetic second set of statements, avoiding looking as though the media had pushed them into this change of position.
Channel 4 had previously told Panorama that all the allegations were wholly uncorroborated and disputed.
You can read the BBC’s account of its 18 month investigation by the Panorama programme looking into allegations about ‘Married at First Sight’ here https://www.bbc.co.uk/news/articles/cy02349wgy5o
MAFS is a global franchise with series broadcast in 28 countries. Married at First Sight – Wikipedia Following the Panorama programme complaints have been raised by some contributors in other countries. In the UK, the clothing brand Tu, a major sponsor of the programme, has pulled all its sponsorship
MPs are demanding answers. The chair of the Culture Media and Sport Committee, Dame Caroline Dineage, has written to Ofcom, the media regulator, stating that both Channel 4 and Ofcom have urgent questions to answer about ‘horrifying allegations’.
For Channel 4 this story looks set to be an unwelcome and troubling long runner.
