Last year’s The One Ronnie was an affectionate celebration of Ronnie Corbett’s career with sketches masterfully written in the style of his most famous work, The Two Ronnies.
The title of the special worked because it’s an obvious play on that show’s title.
But why have the BBC decided to try and turn ‘The One…’ into a branded strand with comedians for who the title makes no sense?
“Following on from the success of The One Ronnie, three more comedy legends take to the stage.” proclaims a BBC statement.
It’s always nice to see the BBC acknowledge television comedy didn’t start with whichever mildly amusing comic happens to the be the corporation’s current darling.
Who wouldn’t welcome the return of Lenny Henry, Jasper Carrott and Griff Rhys Jones? But why stick ‘The One…’ in front of their names?
The resulting title lacks the resonance of ‘The One Ronnie’. It’s not even used consistently, the programmes use their full names while the in-show branding uses just their first.
The BBC loves its brands, but this attempt to create a new one doesn’t work. There’s only ever been one Lenny Henry, Jasper Carrott and Griff Rhys Jones. Why would the audience be expecting more of them?
Branding issues aside – be sure to turn in for The One Griff Rhys Jones, BBC One Monday 16 January from 8.30.