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Channel 4, Weekdays, 3pm

Google Noel Edmonds and a variety of mind-boggling quotes from the TV legend will pop up. “Wifi is a bigger problem than Ebola,” is one recent headline culled from a chat with the tidy-bearded wonder. “There’s no such thing as death,” is another, from the Daily Express. It’s as if Noel is trying to outdo himself in the weirdness stakes as each new project of his arrives. But I reckon he knows what he’s doing, establishing an aura of mystique for himself, because otherwise he’s always in danger of coming across as Alan Partridge minus the charm. I do have to admit, though, that his new TV project is a remarkable thing. It’s an extraordinary mash-up of daytime game show and character comedy. Filmed on an unashamedly basic set designed to look vaguely like a Poundland-style shop, the concept of the game element couldn’t be simpler: members of the public have to guess which of three similar items costs the least. But while the contestants take an age to work out which tin of baked beans is worth what, up pop a gaggle of fictional characters purporting to work in Noel’s store. These are led by “manager” Barry from Watford, who happens to be a well established cult comedy figure created by talented actor/comedian Alex Lowe. Now, I have to admit I’ve never forgiven Edmonds for gratuitously naming and “shaming” health and safety officers for doing their jobs in his godawful Sky show Noel’s HQ. But this new format of his is so gloriously peculiar and freewheelingly madcap – yet deeply enjoyable at the same time – that I can almost forgive him for Noel’s HQ, and Mr Blobby, as well.