This morning, there's one happy couple - thanks to Richard and Judy

PERHAPS IT was the pressures of time or of having to perform in front of two and a half million viewers, but in the end the live television trial of Viagra was, literally, a bit of a flop.

Richard and Judy, renowned for their cosy and caring brand of television took their sympathy one step further on their show This Morning and invited three couples for a live test of the anti-impotence pill.

The couples, two of whom have not had sex for four years, were given one little blue pill and packed off to a hotel with instructions to report back in an hour. The nation held its breath.

"They're all in for a very exciting morning - we hope," said Judy Finnegan caringly.

Her husband Richard Madeley, who failed completely to disguise his relief that he was not similarly afflicted, said earnestly: "Sex is so important, isn't it."

Amid much ribald laughter and nudging of ribs, the pills were duly swallowed and the couples took their leave.

Or as Judy preferred to put it: "The pills have gone down and now we will see what comes up." Richard was more blunt: "Apparently it starts with a tingling sensation and ends in carpet burns."

As the minutes ticked by, the screen was filled with footage of a tower block collapsing - shown in reverse - and a pill thrusting up from the bottom of the screen.

A spokesman for the show denied that it was a crass approach and made fun of what is, after all, a serious problem for many. "I absolutely deny that. We were not poking fun. It was an important medical experiment conducted by the viewers for the viewers."

Andy Burrows, spokesman for Pfizer, the makers of Viagra, said: "I am concerned that this type of approach trivialises a serious medical condition that causes great distress to sufferers and their partners."

Ann Craig, director of the Impotence Association, said they had received dozens of complaints about the experiment.

"This makes the whole issue seem like fun when it certainly isn't," she said.

But what of the couples? Richard leapt eloquently in to the breach. "We had one no result, one reasonably OK result and one wey hey hey give me more," he giggled.

Returning with very red faces, Alec Witherington and Peter Goudie, admitted only partial success. Mr Witherington, 52, who has been impotent for four years, said it was better than previous cures but had not worked for him.

Mr Goudie, 63, who has suffered for the last 18 months, said the pressure of being packed off to a hotel for an hour was too much."There was some improvement but nothing to get excited about."

Not so Peter Brown, 50, who has not had sex for four years.

"As we got out of the car at the hotel I felt myself getting flushed. It started in the lobby," he said shyly. Then getting in the mood, he grinned. "I could go another ten rounds."

Caring as ever, Richard cut them off mid-sentence and rushed to announce the daily quiz. "If you were prescribed Viagra you would be a) impotent b) important c) incompetent.

Well, that's caring TV for you.

News
peopleHowards' Way actress, and former mistress of Jeffrey Archer, was 60
Sport
Chelsea are interested in loaning out Romelu Lukaku to Everton again next season
sport
News
Robyn Lawley
people
Life and Style
Troy Baker and Ashley Johnson voice the show’s heroes
gamingOnce stilted and melodramatic, Hollywood is giving acting in video games a makeover
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebookA unique anthology of reporting and analysis of a crucial period of history
News
people
News
i100
Life and Style
Phones will be able to monitor your health, from blood pressure to heart rate, and even book a doctor’s appointment for you
techCould our smartphones soon be diagnosing diseases via Health Kit and Google Fit?
News
people
Extras
indybest
Sport
Usain Bolt confirms he will run in both the heats and the finals of the men's relay at the Commonwealth Games
commonwealth games
Life and Style
tech'World's first man-made leaves' could use photosynthesis to help astronauts breathe
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

SAP Project Manager

competitive: Progressive Recruitment: SAP PROJECT MANAGER - 3 MONTHS - BERKSHI...

SAP Project Manager

competitive: Progressive Recruitment: SAP PROJECT MANAGER - 3 MONTHS - BERKSHI...

Senior Investment Accounting Change Manager

£600 - £700 per day + competitive: Orgtel: Senior Investment Accounting Change...

Microsoft Dynamics AX Functional Consultant

£65000 - £75000 per annum + benefits: Progressive Recruitment: A rare opportun...

Day In a Page

Save the tiger: The day America’s love of backyard tigers led to a horrific bloodbath

The day America’s love of backyard tigers led to a horrific bloodbath

With only six per cent of the US population of these amazing big cats held in zoos, the Zanesville incident in 2011 was inevitable
Once stilted and melodramatic, Hollywood is giving acting in video games a makeover

Acting in video games gets a makeover

David Crookes meets two of the genre's most popular voices
Could our smartphones soon be diagnosing diseases via Health Kit and Google Fit?

Could smartphones soon be diagnosing diseases?

Health Kit and Google Fit have been described as "the beginning of a health revolution"
10 best over-ear headphones

Aural pleasure: 10 best over-ear headphones

Listen to your favourite tracks with this selection, offering everything from lambskin earmuffs to stainless steel
Save the tiger: The animals bred for bones on China’s tiger farms

The animals bred for bones on China’s tiger farms

The big cats kept in captivity to perform for paying audiences and then, when dead, their bodies used to fortify wine
A former custard factory, a Midlands bog and a Leeds cemetery all included in top 50 hidden spots in the UK

A former custard factory, a Midlands bog and a Leeds cemetery

Introducing the top 50 hidden spots in Britain
Ebola epidemic: Plagued by fear

Ebola epidemic: Plagued by fear

How a disease that has claimed fewer than 2,000 victims in its history has earned a place in the darkest corner of the public's imagination
Chris Pratt: From 'Parks and Recreation' to 'Guardians of the Galaxy'

From 'Parks and Recreation' to 'Guardians of the Galaxy'

He was homeless in Hawaii when he got his big break. Now the comic actor Chris Pratt is Hollywood's new favourite action star
How live cinema screenings can boost arts audiences

How live cinema screenings can boost arts audiences

Broadcasting plays and exhibitions to cinemas is a sure-fire box office smash
Shipping container hotels: Pop-up hotels filling a niche

Pop-up hotels filling a niche

Spending the night in a shipping container doesn't sound appealing, but these mobile crash pads are popping up at the summer's biggest events
Native American headdresses are not fashion accessories

Feather dust-up

A Canadian festival has banned Native American headwear. Haven't we been here before?
Boris Johnson's war on diesel

Boris Johnson's war on diesel

11m cars here run on diesel. It's seen as a greener alternative to unleaded petrol. So why is London's mayor on a crusade against the black pump?
5 best waterproof cameras

Splash and flash: 5 best waterproof cameras

Don't let water stop you taking snaps with one of these machines that will take you from the sand to meters deep
Louis van Gaal interview: Manchester United manager discusses tactics and rebuilding after the David Moyes era

Louis van Gaal interview

Manchester United manager discusses tactics and rebuilding after the David Moyes era
Will Gore: The goodwill shown by fans towards Alastair Cook will evaporate rapidly if India win the series

Will Gore: Outside Edge

The goodwill shown by fans towards Alastair Cook will evaporate rapidly if India win the series