Last Thursday, the 22^nd Feb to be precise I attended my hospital booking for surgery. Over the last couple of years I had discovered a strange lump growing and although back in Dec ’06 a biopsy had been performed and revealed it to be a harmless collection of dead cells, in January ’07 it was suggested that it should be removed. Therefore, 22^nd Feb was the day for the surgery.

The surgery scheduled was described as a ‘day surgery’, meaning that either an am or pm session would be booked and performed. My set time was am.
I arrived prompt at 7.30am. After 10minutes I was guided past a row of empty beds and asked to change into the provided reverse tie-up garment. At this stage my nerves were going. The last time I had undergone a general anesthetic was when at the age of 6. Somehow I had got Sulphur poisoning – a story for another time! I guess it was the very thought of being injected, put to sleep and then having surgery performed.
The nursing staff, anaesthetists and doctors were outstanding. They all came to see me to explain the process and put my senses at ease.

When it was all was over I was released at 2.40pm the same day. The impact did require some time to help me recover but I could not help thinking of the power of giving.

Interesting, on Sunday 25^th February, I watched glimpses of the Heaven and Earth TV show, on BBC 1. They featured Lent – This is a Christian practice - traditionally forty days (The forty day period is symbolic of the forty days spent by Jesus in the wilderness and possibly the forty hours he spent entombed) in Lent are marked by fasting, both from foods and festivities, and by other acts of penance (the desire to be forgiven). Instead of holding back an activity, it was suggested on the programme that to ‘give’ is another way of performing Lent.

Sikhs do not partake in fasts or rituals. I did feel that the power of giving or self-less service is something that is both deep and important. One of the core beliefs of Sikhism is to engage in selfless service (Sewa) and help build a loving community life; to be a contributor to society whenever possible; (Wand kay shakna)

Everyday the NHS staff perform a service. Since 1997, the UK Government has offered to treble funding by 2008. Today there are now 32,000 more doctors and 85,000 more nurses, and overall there are over 300,000 more staff working in the NHS. They have to face a wide range of challenges – still monetary and emotional. As a patient you hope for the best and they try their best to give it to you.

I wondered what a great place the world would be if we all tried to give rather than take.
The NHS is a great institution that is under a national strain but we should be proud of it and aim to defend its presence.
It is only when we take that we release how much others give from within everyday. A more voluntary, supportive perspective may be a good way for us to give.

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This coming Sunday is the annual Oscar night. Although I have written about my anti-celebrity stance and distaste for the fuss around the Oscars before (see Oscar Fright, February 2005), I’ve only recently researched how much the whole affair costs.Based on 2005/6 figures, with hundreds of events happening around Los Angeles in the days surrounding the Academy Awards, it all comes with a combined price tag of approximately $150 million.

A giant mobilization of event producers, marketers, and vendors yields hundreds of events, from small scale to massive run constantly during Oscar week.

For example, some of the top events include:

* Academy of Motion Pictures and Sciences’ Official Governers Ball
* Vanity Fair’s Exclusive party
* AIDS Project LA’s
* Elton John AIDS foundation benefit
* The night of 100 stars

These top five events may cost $10 million

Imagine what it must be like in LA with execs running around in the top hotels, all booked in for what appears to be limitless luxury! Research based on estimates provided by event producers and suppliers reveals that the 100 biggest events in the days surrounding the Oscars will generate at least $150 million in revenue for the city’s event and hospitality industries.

Other costs include:

Suites in West Hollywood costing between $3000-£3500/week
Gift bags* at approx $80,000 each ! - (Typically consisting of cars!? Jewelry and high cost branded items)

Although one could suggest that informal meeting take place at these events between marketers,should we not be questioning this behaviour ? Especially as there appears to be no boundary or sense of what is fair in life’s balance. I’m certainly not suggesting that we do not enjoy ourselves or being jealous but there does need to be a sense of proportion.

I tend to be a fan of the company that makes a movie on a budget. Maybe it is because I want to prove that we all have the power to be creative and although home made movies may not have the gloss of Hollywood, they ‘make it’ on their sheer determination and rising above the mayhem of hype.

What about the cost of advertising?
A new report from research firm TNS Media Intelligence, shows annual advertising during the Oscar broadcast has more than doubled during the past 12 years to greater than $80 million in 2006. Further analysis reveals that total advertisers revenue is up 168% since 1995 and 28% alone during the past five years of available data.

The average 30-second spot price only fell once from 1995-2006 period, i.e: in 2001 when it fell from $1.45 million to $1.29 million in 2002 – due probably to the dot-com bust and the Sept. 11 attacks. In 2007, the average 30-second spot on TV (American Broadcasting Corporation – ABC) will cost approximately $1.7 million, up 5% from last year.

What does this tell us about the state of the industry.
Bottom-line – We fuel Hollywood when we really should not be giving it so much importance.

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On Friday 9th Feb the BBC (UK) Breakfast programme advertised for an audience panel (www.bbc.co.uk/breakfast ). Their invitation states…Have you got something to say about Breakfast? What would you like to see more of - and what drives you mad? Find out here how to join our new audience panel.
I stored some of my answers to their questions and thought I should share them with you…
Q: What do you like about Breakfast?
A: Casualness, professional nature and well prepared graphics to explain statistical points or issues of the day - e.g: trends or possible outcomes/implications of policy
Q: What could we do better?
A: Although much has been spent on the set, it is a distraction… In addition, there needs to be an identification of real world issues - e.g: Reuters and CNN news feeds contain a lot more world issues but I personally get the feeling that news is being filtered for what is OK to talk about. Take for example, Dafur, there is no continuity of this very important story.
How about featuring Blogs - If the BBC want to pioneer in the world of new media, please reach out to news commentators from non-traditonal sources.
Q: Are there any stories that you think Breakfast should be covering?
A: More on ethnic issues, World politics and exploring local heros - A local hero in my view is not someone from the UK only but someone from an international town that has made a difference to their community. Oe, even working with companies or schools that are going for global reach.

Future Media?
Global reach in my view is about bringing the world together. I’m tired of seeing the same old faces being asked about their opinions. They seem to be what I call sourced from what I call the same old stable. Maybe it is because they are articulate or is it because they are simply available and safe!!
I think you can get my drift on this, especially on the point I am making regarding ‘filtered news’ or the controlled media.
I believe that the BBC is a truly amazing organisation. There is no doubting the commitment of its staff and the quality of the content they produce. However, there is a need to overhaul what we are shown and its format. In a world where many viewers are switching to You Tube or the Internet, suddenly traditional media outlets now have some competition.

Another exciting development is CURRENT – See http://www.current.tv This is an excellent innovation with Al Gore as one of its founders. The premise is that we the viewing consumer will be creating news worthy content. They suggest that anyone who wants to contribute can upload a video. Then, everyone in the Current online community helps decide what should be on TV. You can join in at either stage — watch & vote or make video. In addition, they also have online training to help you get the skills you need to make TV!)

New Media – here it comes or will it just be a fad?

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The Earth’s average temperature is predicted to rise by 1.8-4C (3.2-7.2F) during this century, according to the Intergovernmental Panel on Climate Change’s (IPCC) Fourth Assessment Report.

Hang on ! There is now a new initiative to help us all and it is called Kyoto2. It offers a structure for a new Climate Protocol after the existing Kyoto Protocol expires in 2012.The key features of Kyoto2 are:

* Abandon the country-based system for regulating greenhouse gas emissions created by the 1997 Kyoto Protocol, and replace it with a unified global system.
* In the case of greenhouse gas emissions from fossil fuels, assess the emissions at the point of fossil fuel production according to the global warming potential of the fuel in question, so requiring the necessary Rights to be held by fossil fuel producing companies.
* Apply the funds raised from the emissions rights auction, which could easily achieve $500 billion - $1 trillion to per year, to tackling both the causes and the consequences of climate change.

It was at the point of ‘rights’ where I started to get confused. There is more on this whole area at http://www.kyoto2.org
I’m sure that what is being suggested here makes sense to those that wish to negotiate and eventually transpose each element into practical policies.

However, I did a little research to find some practical and immediate steps that we can all help.

The car you drive could be the most important personal climate decision.
When you buy your next car, look for the one with the best fuel economy in its class. Each gallon of gas you use releases 25 pounds of heat-trapping carbon dioxide (CO2) into the atmosphere. Better gas mileage not only reduces global warming, but will also save you at the pump over the life of the vehicle. Compare the fuel economy of the cars you’re considering and look for new technologies like hybrid engines.

Look for the ‘Energy Star’.
When it comes time to replace appliances, look for the Energy Star label on new appliances For example, refrigerators, freezers and increasing in the UK air -conditioners. These items may cost a bit more initially, but the energy savings will pay back the extra investment within a couple of years.

Light bulbs matter.
Regular light bulbs can be replaced with an energy-saving model
Think before you drive.
If you own more than one vehicle, use the less fuel-efficient one only when you can fill it with passengers.

Buy good wood.
When buying wood products, check for labels that indicate the source of the timber. Supporting forests that are managed in a sustainable fashion makes sense for biodiversity, and it may make sense for the climate too. Forests that are well managed are more likely to store carbon effectively because more trees are left standing and carbon-storing soils are less disturbed. You can also make a difference in your own garden.

Finally, let our policymakers know you are concerned about global warming.
Our elected officials and business leaders need to hear from concerned citizens. We need to work together to help the situation, especially as politicians may consider that a tax is all we need rather than an initiative with a solid drive.

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