However, I now believe that TV is no longer the leading actor. It’s important, very important for many businesses needing to make it big but I see it along the lines of… the handsome love interest that appears from stage right, makes a big impact, alters the course of the show with a few choice lines, gives a wink and exits stage left. For most shows you don’t need him on the stage all the time anymore; he is there for impact, to make a big statement and to set everyone else up with a bit of the spotlight.

The excitement created by TV lifts the performance of the other actors- to continue the analogy, Mr dependable PPC, The social one flitting about talking to all the cast and the audience , that little mobile chap at the back of the stage and the chorus line filled with Press titles and the other traditional crew .

I’m a massive advocate of planning from “the bottom up”, where you start with the “coal face” media such as social on online behavioural to determine what impact they need to make and then how they make it. Once you have these key engagement tools in place you then fill in the big stuff such as TV. It works in this new world of communication.