Thrifty on TV: New Den, Old Dragons and same old format

Dragons’ Den returned for a tenth series on BBC2 last night, with the tried and tested formula of the show given no major changes. That said, I was worried as the opening titles came on. It seemed for a moment that the recession had finally hit for the Dragons, as their despair led them to be perched on the edge of tall buildings. But alas it was merely the introduction. I was immediately struck by the sheer height of Peter Jones. It has never been a secret on the show that he was tall, but when lined up next to the other Dragons (and not sat back comfortably in his chair) he towered above them.

The intro proceeded to give clips of the Dragons attacking faceless “budding entrepreneurs” with their characteristic relentlessness, plus the odd bit of discord within the group. Clearly the producers of the show know their audience. I would suspect that very few tune in to Dragon’s Den for the business ideas. It’s the Dragons’ entertaining ferocity, aimed at those pitching and at each other, which gives the show its unique angle. Next, after an exasperated cry from Duncan Bannatyne (we couldn’t see what was going on beneath the camera), we see Deborah Meaden (of all people) making an offer. Dragons’ Den in a nutshell, and we’re only one minute in. Need not bother watching any more then?

But if you plow on you finally get Evan Davis’ introduction of each Dragon. Some are more flattering than others. Theo Paphitis is a “retail magnate,” which as a medieval historian has me picturing him in full armour, on horseback riding into battle on the High Street. Better than Deborah Meaden, who is merely a “leisure industry expert.” It sounds as though Meaden has never actually made any money in her life, getting by through the vague title of “expert.” No wonder she has a reputation as the Dragon who invests least frequently. I couldn’t help feel for Duncan Bannatyne, too. For while Hilary Devey is a “logistics queen” and Peter Jones a “telecommunications giant” (in more ways than one), Bannatyne is only a “hotel and health club owner.” The Scot no doubt cried tears of sadness at this snub, watching at home in his rooms of gold, wiping away tears with £50 notes.

To be honest, the show itself is a bit of a let-down after the excitement of the opening titles. The format still has some life in it, but there is little scope for change and improvement. It is an enjoyable watch, but at the end of the day this series of the programme will be little different from the first. Time will tell as to how the series performs, though the BBC clearly has faith that it can continue to pull in the viewers. During the last series, new Dragon Hilary Devey was credited with breathing new life into the programme. Devey became instantly popular due to her distinctive vocal delivery and no nonsense approach, not to mention her dress sense. Devey’s popularity is such that she has been poached by Channel 4 to front her own show, meaning this series of Dragons’ Den will be her last.

There were some minor alterations from last year. First of all, Devey has ditched the white jacket which she donned for the whole of the last series. Devey has said she wouldn’t have worn such an outlandish outfit for the first day of filming, had she realised that (to safeguard continuity) the Dragons are made to wear the same outfit throughout filming. This year, the shoulder pads return but in a more understated blue jacket. The impact that Devey’s clothing made in the last series was notable. As an ardent watcher of the show, never before had I even remotely noticed what any of the Dragons were wearing. This season that remains the case, with the exception once again of Devey.

But the most notable change is the studio. Dragons’ Den has decamped to MediaCityUK, the BBC’s new headquarters in Salford. The show has moved around in its time, but this shift has been more noticeable than any other. Traditionally, the participants on the show have climbed a steep metal staircase into the Den (from what I have always assumed to be an equally intimidating lair underneath, habituated by Evan Davis). But no more! Now, if you want an investment from the Dragon’s you must walk down a long corridor and down (yes, down!) some stairs into the Den. The change was small but notable and proved to be incredibly off-putting. The first person to pitch on this week’s show was so disorientated she didn’t speak for about twenty seconds, instead just smiling hopefully in the direction of the baying Dragons. Eventually, through the most awkward of laughter, they implored her to begin her pitch. Not an ideal start, then.

Some might see it as a shame that the Dragons, and not the budding entrepreneurs, are the true stars of the programme. With the odd rare exception (Levi Roots’ Reggae Reggae Sauce pitch comes to mind), the viewer doesn’t remember much about the products pitched or the people trying to get an investment. But presumably those budding entrepreneurs have watched the show, and have to know what to expect. The show has always been, and always will be, about the Dragons, and whether their egos can co-exist in the pokey back room of an abandoned warehouse. If this changed, then the show wouldn’t last. But as it is, Dragons’ Den can still be an entertaining watch, even if there is an underlying feeling of stagnation.