John Craven's problem is simple. He's well and truly past his sell by date, evidenced by his being given the graveyard slot on the new look Countryfile as way of allowing this former icon of kiddies news the opportunity to fade away gracefully. Unfortunately he seems determined to go out with a bang with some truly Daily Mailesque journalism....low on content and heavy on emotion. It would be rather amusing if peoples livelihoods weren't at risk.
The problem is that he is preaching to the converted, which is why his first report on zero grazing provoked such an emotional response. Countryfile's viewers are in the main comfortably off, middle class, middle englanders (not that there's anything wrong with that ) who are already prepared to pay a premium to ensure that the cows that produce the minute proportion of the nation's milk that they buy, are cosseted in lush spring grass 12 months of the year.
There is nothing these people like more, after a taxing afternoon spent reading the papers and taking the Discovery to the car wash to be valeted by some sub-minimum wage Albanian , than a good dose of moral outrage at the atrocities being committed by greedy farmers in an attempt to make, shock horror, a profit.
The reality of the matter is that the silent majority are at best ambivalent to the plight of both the dairy cow and the dairy farmer. To them milk is a commodity. Which in fairness it is to the majority of UK producers too. It is a little churlish to expect the market to pay a premium price when A: the majority of consumers won't (remember what happened when we chose to 'listen to the consumer' over pig welfare?) and B: we the producers, in an attempt to produce milk as cheaply as possible create a seasonal cycle of surplus and shortage, out of line with demand, which the processors then have to balance at a cost which they either absorb, pass on to the consumer or back to the farmer.... whichever is the path of least resistance.
Theres is much that needs to be done on all sides of the industry to improve the lot of the cow and her keepers. However whipping up the chattering classes into a misinformed foaming lather of outage is neither a constructive or responsible way for a public service broadcaster to behave and adds little of value to ths serious issue.
C'mon BBC; If you cant afford to pension him off just yet, at least give him Newsround back so he can see out his days doing what he does best.