In the tradition of The Word, the show's content and its presenters were heavily hyped as being more edgy, dangerous and 'ballsy' than other programmes on British television[citation needed].
The four were filmed each week in a variety of situations including a trip to Amsterdam, trying to pick up women in a gay nightclub, and going to the greyhound races dressed up as the "Reservoir Dogs".
The group gained notoriety[citation needed] due to continued scenes of drinking and their attitudes towards life and women.
[1] There was considerable tabloid backlash against the show due to its often amateurish production standards[3] - the presenters had little experience of live television.
[citation needed] Although the intention of the producers was to cash in on the Girl Power and ladette phenomena, feminist commentators complained that the show's style and content appealed to male chauvinistic stereotypes.