And so BBC Three will be upon us from tomorrow, promising distinctive, challenging programming. Or not, as the case might be, considering that two of the programmes most heavily plugged thus far are Liquid Assets in which celebrity earnings are investigated and Celebdaq - 'a unique televised version of the online celebrity trading game'. Because clearly there aren't enough celebrity-obsessed programmes on TV already, are there?

Then there's the weekly architecture magazine Dreamspaces which, if the pre-publicity photographs are to be believed, is entirely devoted to former Elastica singer (and programme co-presenter) Justine Frischman's cleavage. 'Provocative curves' indeed.