What makes Big Brother uncomfortable viewing for some is the idea that its contestants reflect broader society. Commentator Germaine Greer argued that Britons should not be surprised at Shetty’s treatment, in a country where bigotry was widespread.

“This is a racist country”, she said in the Guardian newspaper. “There is almost no inter-penetration of English and Indian cultures in Britain.”

In the same newspaper author Hari Kunzru said a contestant’s refusal to learn Shetty’s name was “straightforwardly racist”.

“This is what “Big Brother” is for. It holds a mirror up to national attitudes. If we don’t like what we see, we ought to change”, he said. Finance Minister Gordon Brown, widely tipped to take over as prime minister from Tony Blair, was drawn into the debate on a trip to India on Wednesday.

“I understand that in the UK there have already been 10,000 complaints from viewers about these remarks which people rightly see as offensive,” he told reporters in Bangalore. “I want Britain to be seen as a country of fairness and tolerance ... and anything that detracts from that, I condemn.”

Calls for action from Channel 4, which airs the show, have grown, some coming from unlikely sources like tabloid The Sun. “This is prime-time telly, with millions of impressionable teens tuning in”, the newspaper said. “Can “Channel 4” turn a blind eye any longer? In a word, no.”

Channel 4 is likely to have mixed feelings about the row. While it is under pressure to act, ratings for the main highlights show on Tuesday evening hit 4.5 million viewers, up from 3.5 million on Monday.

And Shetty is now the bookmakers’ favourite to win the show...

FAMISHED INDIANS...

<B>Politicians enter “Big Brother” row</B>

■ Chancellor Gordon Brown has become involved in the row over alleged racist bullying on “Celebrity Big Brother” during a visit to India. Brown said the issue had been raised repeatedly during his trip, adding that Britain should be “seen as a country of fairness and tolerance”. TV regulator Ofcom is looking into a record 14,500 complaints about treatment of Indian star Shilpa Shetty. The issue was also raised during Prime Minister’s Questions in Parliament. Tony Blair told the House of Commons that he could not comment on the Channel 4 reality show because he had not seen it. Blair was responding to a question from Keith Vaz MP, who said “broadcasters need to take great care before they publish any such prejudices to millions of people throughout the country”. During his visit to India, Brown said he had heard about the volume of complaints regarding “Celebrity Big Brother”. “I want Britain to be seen as a country of fairness and tolerance. Anything detracting from this I condemn.” Treasury Minister Ed Balls earlier told BBC Two’s Daily Politics programme that the suggestion of racism in the UK projected an “appalling” image around the world. The Indian government is awaiting a report on the programme and could raise the matter with the UK. Anand Sharma, India’s junior minister for external affairs, said: “The government will take appropriate measures once it gets to know the full details. Racism has no place in civilised society.” Shilpa Shetty’s family issued a statement saying they were “overwhelmed by the outpouring of public support for Shilpa not just in India, but from across the globe”. The approximately 14,500 complaints received by Ofcom is a record for a television broadcast. A further 2,000 complaints have been made directly to Channel 4. “Celebrity Big Brother” drew its third-largest audience of the series on Tuesday evening. The main highlights show averaged 4.5 million viewers, up from 3.5 million on Monday and 3.9 million on Tuesday last week. Retailer Carphone Warehouse, which sponsors Big Brother, has denied reports that it is reviewing the deal. “We are against racism in any shape or form and have full faith in Channel 4 and that they will deal with any serious allegations such as this in the appropriate way,” a spokesman said. Police said two e-mail threats against housemates had been sent to Channel 4, but would not say if they related to the alleged racism. Housemates Jade Goody, Danielle Lloyd and Jo O’Meara have been seen making fun of Bollywood star Shetty’s accent. On Monday night’s episode, former S Club 7 star O’Meara reportedly suggested that Indians were thin because they were always ill as a result of undercooking their food. The trio also complained that Shetty had touched other housemates’ food with her hands.

BAIL EXTENDED

<B>Sanjay Dutt in court to seek prison exemption</B>

■ Actor Sanjay Dutt appeared before a special court yesterday to seek exemption from a prison term, after being found guilty for illegal possession of firearms on November 28 last year. Dutt, dressed in a blue shirt and casual denims, arrived at the Terrorism and Disruptive Activities (Prevention) Act (TADA) court conducting the 1993 serial blasts trial, around 11 am. He was accompanied by his lawyers. After being convicted by the TADA court for the illegal possession of an AK-56 assault rifle and a pistol, Dutt had sought bail in order to complete pending film assignments and make some arrangements for his daughter, Trishala, who is studying in the US. His bail extension demand was subsequently granted by the court. Dutt, who faces between five and ten years in jail after being found guilty under the Arms Act, has also sought an exemption from a prison sentence under the Probation of Offenders Act. The court is also likely to hear the arguments on the quantum of sentence for seven others convicted in the multiple blasts case. Over 100 persons have been convicted by the court for their involvement in the conspiracy to engineer 13 bomb explosions in the city on March 13, 1993, killing 257 people.