Why viewers are turned off by Claudia and Vanessa

BRITAIN is a nation divided between the prudish and the prurient according to a survey released by the Broadcasting Standards Commission today.

Generally, formerly straightlaced UK viewers have loosened their attitudes towards sex on television, but while the majority has become less concerned by the increasing number of bedroom scenes, an angry minority has grown even angrier about sex on the small screen.

Research into the attitudes of more than 1,000 television viewers found that almost eight out of 10 now believe sex is acceptable if it is central to the storyline. But this new-found tolerance is accompanied by healthy cynicism about broadcasters' motives. Nearly three-quarters of those questioned felt sex was put on television simply to boost ratings. Thirty-six per cent of viewers now complain there is too much sex on television, an increase of four per cent on the last commission survey six years ago. Lady Howe, chairman of the commission, said: "To a significant minority, much offence continues to be caused by sex on television, as broadcasters strive to make their programmes more realistic. It is important that broadcasters try to balance realism against potential offence." Here are the main areas where broadcasters should beware: Confessional chat shows The Oprah Winfrey-style show is a new phenomenon but one which is not welcomed by most respondents to the survey. Of all the topics discussed by the commission, it was these programmes which they felt most strongly about. Forty-seven per cent said there was too much sex in the talk shows, 20 per cent more than the number whose hackles were raised by drama programmes. One teenager interviewed by the commission said: "I think there's too much talk about sex, in particular on shows like Jerry Springer." When 261 viewers were shown a clip from ITV's Vanessa show, one quarter found the clip entertaining while one in five found the footage degrading and the same number wanted to switch the show off altogether. Parents were not noticeably concerned by the daytime scheduling of these shows because they felt their children would not understand the topics under discussion. But the commission's research discovered that children did understand what was being talked about. Advertising Television commercials also offended respondents' sensibilities. Viewers were shown the Citroen Xsara advert which features Claudia Schiffer stripping off her clothes before driving away. Women interviewees found this unacceptably gratuitous in its use of women to sell cars. Children and television Viewers were shown a clip from the teen soap opera Heartbreak High which showed a couple about to have sex for the first time. More than half the viewers guessed that the show is transmitted after the 9pm watershed. In fact, the programme airs at 6.25pm on BBC2. One mother interviewed about Heartbreak High said: "I had no idea this sort of thing was shown on children's TV. It's really hypocritical to then focus on the news about teenage pregnancy figures." Homosexuals Attitudes towards the portrayal of homosexual relationships on television have changed since the last commission survey. In 1992, 46 per cent said it was acceptable to show gay relationships on screen. Today that figure has risen to 58 per cent. (1) Claudia Schiffer's striptease, far left, in the Citroen Xsara advertisement particularly annoyed women, who thought it was gratuitous, while many viewers found a clip from the Vanessa show "degrading" (2) Below: a steamy scene from the teen soap Heartbreak High was thought by viewers to have been screened after 9pm. In fact the show goes out at 6.25pm

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