Unlike so many British TV chefs before him, his measurements were slapdash and his delivery informal. The Naked Chef was an immediate hit, with an accompanying cookbook selling 1. The Jamie Oliver empire now encompasses nearly 30 television series, 23 books, a now-folded magazine, a YouTube channel with over 4 million subscribers, supermarket collaborations, an MBE, kitchen goods, and a slew of restaurants. Jamie's School Dinners , the documentary that saw Oliver use a South London comprehensive as the guinea pig for his plan to overhaul British school dinners, was criticised as patronising and Turkey Twizzlers remain a long-running anti-Oliver joke. His campaign to introduce a sugar tax on soft drinks was similarly lambasted by some for its classist undertones.
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It originally ran for three series plus three Christmas specials , and was produced by Optomen Television for the BBC. The show was Oliver's television debut,  and was noted for its use of jumpy, close-up camera work, and the presenter's relaxed style  —for example, Oliver would tear up herbs rather than chopping. The programme was credited with inspiring men to cook due to Oliver's "blokey" approach. Each episode took its theme from a social situation or event in Oliver's life, such as a hen night or babysitting. In series 1 and 2 except the Christmas specials , Jamie was filmed cooking at his home paid for by the BBC.