Shane Richie on trying to shake his ‘smug b**tard’ label

Shane admits he used to be too smug


by Owen Tonks |
Published on

Remember when Shane Richie originally joined* EastEnders* back in 2002 as lovable Alfie Moon? Everyone adored him, right? RIGHT?!

Well, apparently not! And Shaney-boy himself even has something to say about his past ways, admitting he was a “smug b**tard”.

Before joining the cast of the BBC soap, Shane forged a career in comedy, children’s television and had signed up for a number of lucrative advertising deals.


He told the Evening Times: “It’s a cliché, isn’t it? I got the million pound handshake from ITV and I bought into all of it. And half a million for the Daz ads just for looking at strangers’ dirty knickers.

“I thought it would last forever. But then I came across as a smug b**stard and the papers picked up on this. I don’t blame the papers at all for what was written about me.”

However, the harsh comments followed him right up until he joined ‘Enders back in 2002.

He said: “When it was announced I was going into EastEnders, one TV critic wrote, ‘If there is ever a reason we should not pay our TV licence, this is one.’

“At the time I was distraught. When it went on, it took about three months for attitudes to change. But there’s a part of me that understands the attitude. I wasn’t seen as an actor. I was seen as being too smug.”

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