I think Jamie Oliver understands the internet and the need to use it to propel his content.
He’s not only created a beautiful site, he also understands that you need to provide people with quality just like the food he prepares.
He’s on Youtube, iTunes, MySpace, Facebook are all places that lead you to his website which includes a well maintained blog, recipes, video podcasts, and a very popular forum.
Jamie has also (in addition to his School Dinners initiative) started the Unsigned Band Competition (in its second year) where, you guessed it, unsigned bands send in their audio or video demos. Then the Jamie listeners can vote for their favorite band among the talented entries. This year he’s teamed up with Universal Music *UK* which means the winning band will get a deal with Universal Music (still not sure if that’s a deal anymore but that’s whole other post for the future). Last years winner was Tim Kay and for those unfamiliar with him, he sings the Jamie At Home theme song. For those who listened to Jamie’s audio podcast on iTunes also know that he was often featured playing some of his songs on the podcast.
Here’s a commercial I came across a few months ago. I think it’s great and sums up Jamie’s sense of humor bang on – Enjoy!
Josyan McGregor 
I am a huge fan of Jamie Oliver since he started. He is entertaining like you said, and I enjoy his cooking. Thanks for sharing the Jamie at Home TV commercial. British TV is quite good; they have a good sense of humor. Watching the ad is worth my time.