And the Lord Rupert looked at his work, and even he saw that it was a load of crap, but this was the enterprise culture and it sold millions so it was good. And on the same basis he decided to take over the television too, and the earth itself wept, and little robins vomited, and cuddly furry animals threw themselves under trains, and the whole thing was filmed by Sky Channel for a horror nature programme, and the most awful thing of all was that this was just the beginning.