I'm mystified why getting exposure for light aviation on a TV programme that more than a fifth of the TV viewing public regularly watch can be considered anything other than a good thing.
Read again the OP. The tv researchers are not interested in light aviation. They are interested in finding "characters" and "human interest" stories, and believe that flying clubs may be fertile ground in which to find them (which is probably true!). The pieces that are shown will not be about aviation, but about weird and wonderful people. The one most powerful message that the viewer will get will be "people who fly for fun are strange, mad, and possibly bad, folk".
If thats OK, then fair enough (there's no such thing as bad publicity), but don't expect to like it when it comes on air.