Terry Wogan has two explanations for the British public's enduring fascination with the Eurovision Song Contest. Firstly, the acerbic sage of the camp euro-pop extravaganza calls it "post-modern irony at its most effective". Perhaps more accurately, he says it is also a chance to "have a jolly good sneer at Johnny Foreigner".
But while millions look forward once a year to settling down in front of the television on a Saturday night in May to snigger at the annual showcase of glittery polyester costumes, saccharine-sweet Mediterranean ballads and Nordic death metal, it seems the organisers' tolerance of Britain's traditional irreverence to their event is wearing thin.
The BBC has been forced to underline that it "celebrates the variety ... and fun side" of the contest after the Danish director of Eurovision TV, the Swiss-based company that produces the competition watched by 300 million people worldwide, complained that neither the broadcaster nor its audience treats the gala performance with the seriousness it receives in other countries.
Bjorn Erichsen, the former managing director of Denmark's national broadcaster, went so far as to suggest that Sir Terry, whose wry observations about the tenor, tone and dress sense of contestants helped draw nearly 11 million viewers to the BBC's coverage last year, was making Eurovision look "ridiculous".
Speaking ahead of next week's annual musical jamboree in the Serbian capital, Belgrade, Mr Erichsen said: "The UK has double standards in the contest. It is something you love to hate. It's something to laugh at. It's something continental. It's a scam. It's ridiculous. The British like to distance themselves from it."
The Dane, who founded a respected film college in Copenhagen before joining the European Broadcasting Union, which runs Eurovision TV, said he accepted that Wogan's caustic scepticism about level of musical talent on display at the contest was what made the show popular in the UK but added he was worried about the long-term effects of the Irish-born commentator's scorn.
Mr Erichsen said: "Terry Wogan is a problem because he makes it ridiculous. I know he is very popular, and maybe that is the reason why a lot of people watch. But one day he will have to retire and the BBC will have to find someone else. It will be interesting to see if that attitude changes. The BBC gets a very large audience but it chooses to represent the contest in a certain way. They take it far more seriously in Sweden. They have a genuine love and respect for it."
Mr Erichsen said he had raised his concerns with the corporation but the BBC said it was unaware of any contact.
After a dip in its popularity during the 1980s, the contest has enjoyed increasing popularity in Britain, with 10.9 million viewers tuning into last year's show broadcast from Finland.
A spokeswoman said: "The BBC has always fully supported Eurovision and celebrates the variety of the performances and the fun side of the contest. The fact that it got nearly 11 million viewers last year shows how popular Eurovision is in Britain."
A Eurovision TV spokesman insisted that Mr Erichsen was primarily concerned at how the BBC would ensure the popularity of its coverage after Wogan retires.
Speaking last week, Sir Terry said: "I don't make the mistake of thinking it's a major musical event. I love the Eurovision Song Contest and it will continue long after I'm gone. Just, please, don't ask me to take it seriously."
Sir Terry's Eurovision quips
"The music lover's Hamlet." - On the contest as a whole.
"Doctor Death and the Tooth Fairy." - Description of the hosts for the 2001 contest in Copenhagen, sparking outrage in Denmark.
"Strangely enough, Eurovision grows in popularity year on year. There was a period in the mid-1980s when I thought it was definitely losing some popularity. Then the penny dropped and people realised it was post-modern irony at its most effective."
"There's not enough silliness in the world. Eurovision helps to keep it balanced."
"Who knows what hellish future lies ahead? .... Actually, I do. I've seen the rehearsals." - Opening remark for the 2007 show in Finland.
"Every year I expect it to be less foolish and every year it is more so." - On the Finnish "horror rock" band Lordi winning the contest in 2006.
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