Posing naked for a magazine cover holding a photograph of Pope John Paul II to hide your genitals might not seem to be a wise career move for someone appearing regularly on mainstream national television. But the concept of shame is rapidly disappearing in 21st-century Britain - a country increasingly obsessed by "celebrities" and moronically tolerant of their behaviour.
When the Irish entertainer Graham Norton posed for Time Out last year, the magazine used the image on a promotional poster campaign in London. A mere 11 complaints were made to the Advertising Standards Authority. The publication claimed its intention was light-hearted and timed to coincide with St Patrick's Day. The authority rejected the complaints, ruling that the image "had caused offence to some Roman Catholics but was unlikely to cause serious or widespread offence".
One of British television's most highly-prized jobs was recently awarded to Mr Norton. He is to become the new "face" of BBC1's family-oriented Saturday night schedule. Lorraine Heggessy, Controller of BBC1, said he would: "delight viewers of all ages". He is leaving Channel 4, where his late-night show, described on the broadcaster's website as a "mix of celebs and sauciness", won huge audiences and many awards and propelled him to national prominence.
The Channel 4 show has set new standards regarding what is acceptable on British terrestrial broadcasting. A "name and shame" sequence involves the host revealing embarrassing anecdotes about members of a studio audience who are then "outed". A recent sample included a man "caught" masturbating by his sister; a woman "discovered" to have urinated on church steps; and another "accused" by her husband, no less, of fellating him in their living room while "grandma" slept on a sofa.
The perpetrators, without the slightest hint of embarrassment, stood to acknowledge their misdemeanours and beamed with pride as close-up shots confirmed their identities. They were rewarded for this bravery with thunderous applause, yelps of approving laughter and congratulatory cries of "Well done" from Norton.
In the style of American late-night chat shows, Norton provides a brief satirical commentary on current affairs. Public figures, and frequently members of the Royal Family, are referred to in language of staggering vulgarity unprecedented in British broadcasting. Would the Irish public tolerate an RTÉ show featuring an English entertainer treating President McAleese with such flippant contempt? The core of the show consists of tedious "celebrity" interviews invariably focusing on the sexual interests of both presenter and guest. Novelty adult toys are sometimes featured and a mechanical dog, which could simulate urination, was demonstrated during an appearance by Ruby Wax, an American TV presenter working in Britain. Norton proposed that Wax might wish to follow the dog's example. She seemed willing and suggested "pissing" on members of the audience, who responded with jubilation.
Rolling credits intervened but there was no apparent lack of willing human lampposts clamouring for the dubious privilege. Participation in such a stunt could confer instant, albeit fleeting, "celebrity" status on nobodies for whom appearing "on telly", for whatever purpose, is deeply alluring - regardless of any shame or humiliation involved.
The BBC's belief that Norton will "delight" viewers of all ages provides a fascinating insight into how detached TV executives have become from many licence-payers and is indicative of the relentless dumbing-down of British television.
Channel 4 has led the decline in standards. A recently made self-promotion commercial which showcases "celebrities" such as Jamie Oliver, David Starkey, Ozzy Osbourne and, yes, Graham Norton is so profane that British cinemas refused to accept it. The ad (which will be broadcast) features only swear words, including nine references to the "c" word which research has shown is judged the most offensive by a majority of viewers. Channel 4 boasted that it contain s "the highest number of expletives ever featured in an ad" and said: "There isn't a person within the channel who has seen this ad and found it anything other than highly amusing".
The BBC accepts that "new formats" are needed to render Norton suitable for family viewing. Quite. It is a challenge no less demanding than grooming the Rev Ian Paisley to host Top of the Pops or Gerry Adams to present televised coverage of Trooping the Colour. The Corporation is committed to this herculean task because Norton's "unique brand of wit" is a "welcome addition to \ family of great presenters and comedians". Heggessy added: "We've made no secret of our admiration of Graham and I'm thrilled that he feels that BBC1 can offer him the space to grow creatively."
Her colleague, Jane Lush, the Controller of Entertainment Commissioning said: "It has been my ambition to work with Graham ever since I took on the entertainment role and that's been no secret. We've spent a lot of time and effort wooing Graham to the BBC and I'm delighted that the deal we've put in place for him suits us both so well." Viewers and licence-payers hitherto unaware of Ms Lush's desire may now share her pleasure.
The BBC's admiration of Norton extends beyond these shores. Its US channel BBC America, available in an estimated 40 million homes, has already broadcast his Channel 4 show and sponsored a series of live performances by him at a New York theatre.
BBC America claims it "pushes boundaries to deliver high quality, highly addictive and eminently watchable programming to viewers who demand more" and aims to bring "the best of British \ talent to US audiences".
If you watch BBC television, prepare to be "delighted".