Media neutrality, not media vacuity

John Billett’s criticism of Carat’s warning against a wholesale change from television to online (MW July 20) is, perhaps, a little unfair.

John criticises Steve Hobbs for not being impartial in an age of media neutrality. Media neutrality does not mean media agencies having no view about the relative value of different media, or about media trends. It should mean that media agencies consider each of their client’s media objectives and take into account how each media channel can deliver.

I think Carat’s clients should be pleased that Steve Hobbs does have a viewpoint. Media neutrality is a good concept. Media vacuity is not!

Mike Parker

Head of strategic sales and commercial marketing

Channel 4

London SW1

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