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Jamie's Chef wasn't a patch on Jamie Oliver's two previous series. As a public figure, Jamie no longer needs to engage in the creative battles that produce great programmes

By Christopher Hird   April 2007

Why was Jamie’s Chef not a patch on Jamie Oliver’s two previous series—Jamie’s Kitchen and Jamie’s School Dinners? The answer lies in the history of how Jamie Oliver became a television phenomenon.

Jamie was first spotted in 1997, when he appeared in a documentary about the River Café. His own series—The Naked Chef—soon followed. The smart thing about The Naked Chef was the character of Jamie—a disrespectful 23 year old with a down-to-earth attitude towards cooking. Unafraid to use mass-produced ingredients in his recipes, Jamie changed the idea of a cookery programme, producing something suitable for a generation that hadn’t…

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