The appeal was only broadcast once. So unless you were watching during those four minutes you wouldn't have even known about it...
The bbc refusing to broadcast it has actually kept it in the news for three days now and counting. Thus ensuring it has received far more publicity than it otherwise would have done.
Now I haven't made any secret of the fact that I agree with the bbc's stance on not broadcasting the appeal, but regardless of one's viiew on the matter, the refusal of the bbc to broadcast the appeal has actually been a positive step for it.