In the series, Baron Cohen plays three unorthodox journalists: faux-streetwise poseur Ali G, Kazakh reporter Borat Sagdiyev, and gay Austrian fashion enthusiast Brüno Gehard.

These characters conduct real interviews with unsuspecting people, many of whom are celebrities, high-ranking government officials, and other well-known figures, during which they are asked absurd and ridiculous questions.

He often asks a question, and upon receiving an answer, instantly creates a story of an event relevant to the topic, employing his neighbours and fellow "gangsters" such as Ricky C, Dangerous Dave (who refuses to speak because he is terribly embarrassed about his voice) and Rainbow Jeremy (also known as Jezzy), his girlfriend, whom he refers as "me Julie" (Jamaican slang for girlfriend)[4][irrelevant citation] or a family member such as his grandmother or his Uncle Jamal (who is apparently secretly gay).

Borat Sagdiyev is another character featured frequently on the show, introduced as someone Ali G came across on obscure satellite TV "whilst waiting for the 10-minute free preview on the Fantasy Channel".

In one episode, Brüno performs cheers with exaggerated, limp-wristed, stereotypically gay mannerisms, along with University of Alabama cheerleaders, provoking the ire of some Crimson Tide fans during the 2002 Alabama–Mississippi State football game.

Many patrons of the bar were shown responding gleefully and singing along, though a later investigation by The Jewish Daily Forward found that many or all of the audience members were aware that the song was a joke and that Borat was a comedian in disguise.

"[5] The Anti-Defamation League complained about this segment, to which HBO spokesman Quentin Schaffer replied, "Through his alter egos, [Cohen] delivers an obvious satire that exposes people's ignorance and prejudice in much the way All in the Family did years ago.

'"[8] On 1 November 2013, FXX announced a deal to re-broadcast the show (including episodes unaired in America) under the branding Ali G: Rezurection,[3] which started on 26 February 2014.

It shows a naked Ali G standing under a spotlight in a black room, with each piece of his clothing flying in one by one (complete with action-packed sound effects) until he is fully dressed.