those broader narratives thatjoe is describing? which is the most influential, is it the print press, is it tv, how do we gauge this? i think it s a combination of all of them, and sometimes, the print press drives a lot of what you see on tv and vice versa as well, often what you hear on the radio or what you see on tv will drive what the papers are interested in. there is something that has shifted. i agree with joe, absolutely, i have used a lot of his data here at itv, and it s been very helpful at showing us that a lot of these things don t cut through. i ve remember being in hartlepool for a by election and there was a lot of focus on sleaze and it didn t come up once on the doorstep, but it feels to me that this is part of a context and a bigger story which began with the owen paterson vote, and ever since then, there s a narrative that s negative for the government. now, in terms of media, let me give you an example, yes, it matters that all the news channels were watching what