COMEDIAN Jim Bowen is a much-loved, long-standing Lancashire institution -- especially, in these parts where his roots are and his show-business career began.

And he is liked not just because he is an extremely funny comic, but also because he comes across as a nice, warm and friendly person.

As a result, his getting into trouble with his bosses at the BBC for called a black person a 'nig nog' on air during his Radio Lancashire morning show will shock and surprise most people.

For it is not part of Jim Bowen's nature or comedy to be offensive. There is no malice in the man and we are sure that when he made this remark it was not meant to be in any way malicious . Jim just isn't that kind of guy.

But what he said was extremely thoughtless. For though the expression he used may have been tolerable in a past age -- indeed, older people may remember that it was hurled repeatedly at a black character in a prime-time situation comedy watched by millions on TV in the 1960s -- it no longer is.

And rightly so, for it certainly can give offence and reeks of crude stereotyping. Jim's use of it may not have been with any such intentions, but it was nevertheless wrong -- as he admits. He has rightly held his hand up and sincerely apologised.

He has also decided to resign from the radio station. It is a step that many listeners and fans will be saddened by -- especially when, as 65-year-old Jim himself expects, it may force him into retirement and bring down the curtain on his career.

It would be a great loss to show business and comedy -- and, surely, too harsh a consequence for an unintentional error. Let's hope Jim's bosses at the BBC draw a line under the episode and that Jim rethinks his decision to quit -- and keeps us laughing for many more years to come.