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CanWest is a symptom of our contemporary lifestyle. It's easier to turn off and tune out to what we are fed by Fox, CNN and CanWest, than to look for real information. The reason that they are so successful is the packaging: easily digestible entertainment. You can liken it to a chocolate bar compared to a gourmet sandwich on whole meal bread. When you’re on the run it’s easier to grab the bar. The problem is we’ve been running so long that our teeth are beginning to rot and the sandwich has become too hard to chew. So how do we go about fixing the problem? The few that are aware of this slide need to become more proactive. That means YOU. Get the real information out - the real news, and package it to the confines and strengths of the media you choose to use, and the market that you wish to target. For example, TV as a tool is emotive rather than informative as a result of its passive nature BUT it can be very useful within its bounds. Get you audience angry! Printed publications can go deeper but if you are aiming at the mass market rather than the erudite few than you need to be aware of this at the start and write accordingly. Lets put our money where our mouth is and tackle the likes of CanWest, Fox and CNN head on. After all – this is how they started.
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