Top wine writer in BBC row over ads

JANCIS ROBINSON, one of Britain's leading wine writers, is involved in a bitter row between the BBC and J Sainsbury, the supermarket chain, over the commercialisation of the corporation's programmes.

The BBC is trying to stop a deal between Sainsbury and the independent producers of a new television series on wine, featuring Ms Robinson. Critics say it comes close to direct commercial sponsorship.

The corporation fears more such embarrassments as it shifts programme- making from in-house to independent producers.

The present row is over Sainsbury's pounds 50,000 backing of Jancis Robinson's Wine Course in return for the right to use her name and face to sell a selection of wines (Jancis Robinson's Wine Selection) featured on the programme.

Network officials asked Sainsbury to drop the BBC name from its adverts for the selection, which is clearly linked to the 10- week BBC 2 series, which began on Friday. But the grocer replied that it was too late to change some of the literature, and plans to continue with the campaign.

Ms Robinson is shown in the company's pamphlets above the catchline: "A unique opportunity to taste a range of Sainsbury's wines chosen to accompany the BBC TV series."

The BBC did succeed in stopping Sainsbury advertising its wines in the Radio Times, which is carrying a column by Ms Robinson to go with the series.

However, BBC officials still deny that the programmes are 30-minute commercials for Sainsbury. The chain will not be mentioned on air, all the wines were chosen before retailers were approached, and all are widely available through competing outlets, said a spokeswoman. "It's more a case of Sainsbury advertising the BBC."

But the combination of television programmes, a direct- mail campaign, and in-store displays is sure to pass the only important advertising test - boosting sales.

Dominic Mills, editor of Campaign, the magazine of the advertising industry, said the deal was part of a "creeping commercialism at the BBC."

He added: "It's a brilliant deal for Sainsbury and it's absolutely bound to work." After the chain ran an advertising campaign on commercial television in which celebrities touted their favourite recipes, "the ingredients just walked out of Sainsbury," he said.

Independent television producers often use similar tie-ins with advertisers to finance productions for commercial television, especially in the US cable sector. However, it is believed that this is the first time this kind of deal has involved a programme on a channel supported by licence fees.

Nicholas Lander, Ms Robinson's husband and the executive producer of the show, started negotiations with the BBC two years ago. The broadcaster put up pounds 700,000, plus another pounds 200,000 for the book rights, but was unwilling to fund the remaining pounds 200,000.

Eden Productions, the Landers's company, agreed to take on that risk in return for residual rights to the programme, including marketing and international sales. US public service broadcasters have already expressed an interest in buying the series.

Ms Robinson noted that the BBC was unwilling to exercise the marketing rights itself because - in the days before the National Lottery - it had a prohibition against promoting alcohol, tobacco or gambling. And it is still the case that it will get no money directly from Sainsbury. However, the arrangement does allow it to air the series at a substantial discount.

After the programme was shot, Mr Lander began taking it around to the leading wine retailers, attracting interest from at least five. One retailer, Thresher, said that the company was not worried about the Sainsbury deal, because it expected the series would increase wine sales generally.

The BBC said the deal was unusual, but only because independent production is a new field. Other shows - notably BBC1's Masterchef - have kept residual rights, but have used them only for book deals.

Ms Robinson, 45, has previously made three series of The Wine Programme. She has also written or edited eight books, of which the most recent is the Oxford Companion to Wine.