They said it was bad for Bognor - a shameless affront to the seaside town's dignity.

But it seems Angus Deayton's Bognor Or Bust show cares more about the town's image than critics would have us believe.

The ITV1 programme's production company is among a handful of organisations to have answered a plea for cash to keep the town's seafront lights shining.

The committee in charge of the two-mile stretch of summer illuminations wrote to 100 businesses asking for donations of at least £30 towards their upkeep.

But only 30 businesses responded, including the Bognor Or Bust producers who offered to sponsor 25 lights. The lights committee's spokesman, Greg Burt, said: "They have given us £50, which is a pretty good return for a stamp and a piece of paper."

ITV1 is in the middle of a six-episode run of Bognor Or Bust, in which host Deayton offers holidays to those who answer the prize question correctly and a day trip to Bognor for those who lose.

Mr Burt said: "When it came on a lot of people thought it was terrible it was having a go at Bognor. Then when people saw it I think they decided it wasn't that bad."

A spokesman for the show said: "Some people may have thought Bognor was the booby prize but so far three contestants have won a break there and are very happy. What better way to say thanks to the people of Bognor than by hopefully making their lights shine brighter?"

frankie.taggart@theargus.co.uk