To put things in perspective (about the donor show) a few things you need to know:
First, BNN is not a commercial broadcast channel- it's part of the public broadcast system in the Netherlands, therefore the implication that they do the show for greed and ratings is false. Yes, it is produced by Endemol, but they act as 'supplier' and BNN is 'buying' the show from them. So the difference with Big Brother here is that Big Brother is a show for gaining money and ratings- this show is not.
Second, the show is basically a documentary about the availability of donor organs and the pressing need for them. In order to get more exposure BNN chose add the element to find a suitable donor for a girl's kidneys. The show tries to draw attention to the fact that there are many suitable donors but often donor organs are 'wasted' because people aren't well informed how to offer their organs in a proper way. So it's not the gameshow as many people think it is.
Third, the founder of BNN, Bart de Graaff died because of a kidney disorder. Bart was a guy because of his disease lived in a body that resembled a 12 year old (while in reality he was 35 years old). Next Friday it's 5 years since Bart died. Since Bart had contoversial ways (even by dutch standards) to bring subjects to the attention of the general public, BNN found the "donor show" to be in spirit with the network's founder.
Note, I'm not justifying the show (I think the kidney should go to the next-in-line on the list) but it might help people to understand a bit what's going on in the Netherlands and where this is coming from. So contoversial? yes. Strange? not if you know the specifics. Had they better pick another format? Probably. Would the problem get as much attention otherwise? Probably not.
Even if the show won't be aired (or it appears to be a big hoax by BNN- as rumoured by the dutch media) they got the attention for the subject they wanted and THAT was their primary goal. Not the ratings, not the money gained from SMS (which will be donated to the kidney fund anyway).