A channel is not a random collection of programmes and promotions: it is a series of editorial decisions designed for a strategic purpose to appeal to a distinctive and chosen audience. It will evolve through experience and research, getting stronger through familiarity with the programmes and audience figures, until the profit-taking phase when success builds on success.

At least, that's how we see channels, as dynamic ever-changing projects built by programme planners and media buyers. Our job is to put their vision together and that means working closely with channel controllers and channel management, to be as adaptable and positive as possible, and to be open to late decisions and flexibility.

That is the policy that underpins the way we put a channel together. Everything is fluid, because our clients require fluidity. That's their business, because no one can be sure of how a market will react or change. Our systems are built to expect the unexpected, our databases programmed for changes. To our mind, that's broadcasting.