>> you know, he would often ask me about blair and what it was like and how he did certain things. >> if you're in my position, the conservatives had lost three elections in a way to someone called tony blair, he was clearly quite effective at communicating and explaining. the biggest lesson in what tony blair did is he made changes to his party to make it electable. and that is substance. >> there was a sense of doing things differently. we had web cam, which felt very modern at the time. >> right. welcome to web cam. and watch out bbc and itv. you know, we're coming after you. >> when we set up web cameras,