Peter Rhodes on TV ads, bright lights and why the best people don't make it to the White House

Channel 4 is warning staff to expect job cuts thanks to a downturn in TV advertising. I bet we all saw that coming.

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TV viewing is in decline and why spend money on a few seconds of TV exposure when potential customers can read your ads at their leisure online or in newspapers? The fleeting image, which once made telly so exciting and appealing, is oh, so yesterday.

The tragedy of America is that although it is blessed with tens of millions of bright, educated people, when it comes to choosing presidential candidates it can't dig up anything better than Donald Trump, who has rather too many court appointments for comfort, and Joe Biden who keeps falling asleep. I can't be the only one observing the US Secretary of State Antony Blinken bringing the sharpest of brains and a fine track record of diplomacy to the Middle East, and wondering why Americans of his calibre don't make it to the top.

Blinken, 61, regarded as a born internationalist, is an American educated in Paris who enjoys soccer, plays the guitar, is fluent in French and can talk knowledgeably not only on the crises facing this troubled planet but also on the offside rule and Pink Floyd. He is soft-spoken, humorous, has sensible hair, stands up to China and does not nod off in public. Yet I can't find any reference anywhere to his future political potential. Could it be that he, and people like him, are just too good to be president?

Unlikely? According to surveys, about half of all Americans believe in the existence of “Deep State,” a shadowy network of industrialists and officials which holds the real power in the States, no matter who is the president. I'm not a conspiracy theorist but if such a network existed, it might well decide that some people are too bright to be allowed anywhere near the White House. Which explains a lot.

A neighbour was ruefully taking down her Christmas lights, a brilliant array which consisted of a single 30-ft cable with dozens of tiny bulbs. So simple, so attractive, so cheap. And like so many excellent purchases, it came from our late, lamented Wilko. Will we ever see its like again?

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