GroupM has announced that Essence and MediaCom are joining forces to form a new media agency. EssenceMediaCom is a bit of a mouthful, not to mention a challenge to users of random capital letters but no doubt the new agency will soon have a shorter nickname – EM, EssenceofMedia or given the end goal of strengthening MediaCom, E=MC2.

I was always taught that people watch content, not channels. There are caveats to that lesson – not least because when I was taught it there were quite literally two TV channels. I believe there are more now.