Hit or Miss ... Big trouble?

Endemol, maker of Big Brother, looked to be sailing into a sea of negative coverage when it began promoting The Big Donor Show in Holland last week. The show, which allowed the audience to choose which of three patients would get a kidney transplant, caused a media outcry. Then, it turned out to be a hoax, highlighting the dearth of donors in the Netherlands - and received coverage across the world. 'Our goal has been to promote a debate about this crisis,' said Paul Romer, MD of Endemol Netherlands. 'We succeeded in spades.'

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