Yes that's right folks, chutzpah up to here…why?

Hmmm…well there are so many reasons that I don't know quite know where to start!

However one constant quickly emerges from all the news issuing forth, and that is the complete failure of these two to escape from the dreadful Top-Down-Management inability to see the need for utter transparency.

The Advertising Industry and The T.V. Industry are seemingly rushing to sort out each other's problems, however they never stop to consider their logical (and most important) customer…the viewer!

Accountant turned Adman Sorrell appears to have reach the opinion that Grade, ex-BBC headman turned saviour of the commercial TV industry, has "About two years to really get it right".

What I would like to know is how long does accountant turned Adman Sorrell think advertising has "…to really get it right"?

Meanwhile the Good and the Great of the Advertising/Media industries are all expressing their opinions, and yet none of them are expressing any opinions on how the most important element of these problems feels, that's right, you, the viewer.

If I were Grade I, in turn, would say to Accountant turned Adman Sorrell,
"Well mate the problems with commercial television are firmly in your court, you have, slavishly, stuck to the 30-second format without any new thinking emerging about the commercial break and the fact that viewers are turning away from the, what I understand is called, "The interruption model of advertising".

"Also there is absolutely no accountability so now your Clients appear to be turning away from Terrestrial TV and are now being advised by the Advertising Industry to go onto the Internet. A totally unproven medium, and, from everything I have learned, a medium that is very hostile to the whole concept of one-way advertising"!

"So when are you going to address all these little issues mate"?

Then accountant turned Adman Sorrell would most likely reply, "What about your viewers being ripped off all the time with Commercial Televisions' not so little scams with Premium Rate telephone call-in Games…scams that are likely to amount to several million pounds"?

But still no mention of the most important element within this whole equation…you, the viewers and you, knowing of all these little games that Top-Down-Management are playing, are turning away from one-way TV with it scams. And also turning away from expensively produced 30-second TV commercials because they never wanted them in the first place and now they do have some interesting alternatives emerging.

If I were a shareholder in these Top-Down -Management businesses I would be very worried about my investment in these two industries, the evidence? Well both these businesses depend upon the goodwill of the viewer/customer and the evidence is emerging that they are NOT watching the advertising break and they are drifting away from offerings of terrestrial TV.

Between them they have added huge amounts of clutter to the information landscape, they have hugely depersonalised and dehumanised the communications systems. And they have practically ruined a perfectly good broadcast/print media environment…the terrible fact is that the advertising industry, in their mistaken (utterly mistaken) belief that what they are doing is right are now rushing to get their Clients onto the Internet because of "Clicks"!

The problems of the TV/Advertising world are well expressed in a letter published in one of the industry publications this week, which reads, in part, "…the commercial break is bust, it's time for something quite different. No more messaging screamfest; more like a branded content platform, a gateway to deeper engagement and stronger brand relationships…"

There always was a superior method, one that would have solved all the problems of the TV industries. One that would have given Clients total accountability and last, but by no means least, given the poor old customer the chance to humanise and re-personalise their day-to-day relationships with the product, Client(s) and the TV business…the Advertising industry vehemently rejected it!

It is called Interactive Marketing Communication!