John McCririck 'was sacked because he annoyed viewers' Channel 4 executives" concerns about Mr McCririck's on-screen behaviour were supported by audience surveys, press coverage and viewer complaints, the hearing was told. The channel decided to update its racing coverage with new presenters after it acquired the rights to broadcast all British events for this year, including "Crown Jewel" events like Royal Ascot and the Grand National, in an attempt to appeal to a wider audience. Mr Aitchison said: "John McCririck was considered to have a 'pantomine style' of exaggerated delivery, which was incongruous with the more serious, measured and journalistic style proposed for the programme from 2013." He added: "None of the decisions taken in respect of who to invite and who not to invite to be in the on-screen team for Channel 4 Racing from 2013 were taken on the grounds of their age, or indeed for any reason other than merit, including the decision not to invite John McCririck to be part of the team." Mr Aitchison was questioned about notes taken by another Channel 4 executive that summarised a pitch for the contract to make the new shows by television production company IMG Media with the words: "Identified new on screen talent - young and upmarket." He said this was "TV and advertising speak," and meant that the station wanted to bring in younger viewers, not necessarily younger presenters. Jennifer Eady QC, representing Mr McCririck, asked the commissioning editor if he recognised that unpopular television personalities like Simon Cowell could actually boost ratings. Mr Aitchison agreed that they could, adding: "I don't find Simon Cowell entertaining, but it's a subjective view." Mr McCririck earlier told the tribunal that his appearances as a "pantomime villain" on programmes like Celebrity Big Brother had done nothing to reduce his gravitas as a serious racing pundit and journalist. He is seeking £2.5million in punitive damages and another £500,000 compensation for loss of earnings, career damage, public humiliation, stress and mental anguish. Channel 4 and IMG Media reject his claims and the hearing continues.