Creation and Development
Alfie Moon was conceptualised by EastEnders' scriptwriter Tony Jordan. The character is based on Jordan himself. Jordan has commented, "Alfie is basically me - a Jack The Lad in jeans, cowboy boots and dodgy shirts who wears his heart on his sleeve." Julia Crampsie, the BBC's casting executive, recommended that Shane Richie be considered for the role. Richie was already a familiar face to the UK audience, having had a career as an entertainer, appearing in various gameshows, variety shows and facing advert campaigns, most notably for the washing detergent Daz. Jordan was apprehensive about casting Ritchie in the role. He commented, "I just had this image of the guy with the mullet from the Daz adverts. And if we had Shane where would it stop? Harry Hill? Les Dennis? Bradley Walsh? But Julia was insistent, so I went to a workshop where we'd see lots of actors and was fantastic."
Jordan has suggested that many of the rows featured on-screen between Alfie and his love-interest Kat were word-for-word arguments he had with his wife, Tracy. He commented, "We'd be watching EastEnders at home, then an Alfie and Kat scene would start and I'd think, 'Oh shit', because I'd know what was coming. And then we'd have another row about how I don't argue properly because when we do argue I'm just making mental notes for stuff to write the next day."
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