Contestants on a prime-time TV quiz show have a chance of winning an all-expenses-paid holiday ... to Bognor.

But while new ITV1 series Bognor Or Bust, fronted by Angus Deayton, will no doubt raise the profile of the town, local dignitaries are worried tongue-in-cheek references could make it the butt of long-running jokes.

Deputy mayor Sylvia Olliver, 78, said she was disgusted at the show's makers but insisted the town's clean beaches and lively attractions would shine through any smears to its reputation.

She said: "As a Bognorian, I'm really proud of my home town.

"It will be a problem with people who have not been here before but Bognor will shine through.

"We all know we have a marvellous sunshine record.

"We have clean seas, clean beaches and it's a lively place with a lot happening.

"People come from as far away as Australia for the Birdman competition.

"It's a case of TV producers bullying a little town and they do not realise what we have.

"The name Bognor tends to lead people down that road.

"Bognor Regis is its full name and sounds more regal. If it's good enough for King George V to recuperate in, then surely it's good enough for everyone."

Bognor Or Bust will involve a topical news quiz with contestants and celebrity panellists.

An Arun District Council tourism spokesman said: "Until we know exactly what kind of show this is, it is difficult to say if it will have an effect on tourism.

"There have been conflicting reports as to whether a trip to Bognor Regis is the prize or booby prize.

"With the news that Bognor Regis has again been awarded the Seaside Award, we hope this will attract people to the town to find out just what Bognor Regis has to offer.

"One thing is for sure, this is certain to help put Bognor Regis on the map and we must look at it as positive advertising."

Friday April 23, 2004