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If it is the advertising that makes the brand promise, then it is the role of content marketing to show how brands live up to it. But in the tragic case of BT.com it has turned into an irrelevant, useless mess says Dominic Mills.

Sunday brought a surprise reversal of fortune as The X Factor Results (ITV, 8pm) bared its teeth and furiously fought its way past its rival on BBC One.

After a relaunch and change in price, the Sun on Sunday has failed to improve sales, recording a -2.1% drop in circulation in September according to the latest ABC results for the national newspaper market.

Although, viewers were probably more gripped to see the aftermath of Chas and Paddy’s sweaty and ungodly love liaison.

Last night brought the grand finale of the gruesome and fun throwback to Hammer horror and improved slightly on last week’s audience.

You could translate much of Tony Hall’s speech to mean ‘If I close my eyes hard enough, I can pretend that BSkyB, Virgin, BT and TalkTalk don’t exist’. But most of us are looking at the future of TV with our eyes open.

Let’s not get bogged down in the apparently small issues that separate the two royal charters. In the end we are talking principles – about the separation of powers between government and a free press in a democracy.

It’s a battle that’s been brewing in the air for quite some time but last night finally brought the ultimate smackdown between the UK’s less popular soaps.

The ‘ground breaking’ show saw a real life couple runt away in a cube in the middle of a studio, clean themselves off and then chit chat with Mariella Frostrup and some sex experts (god help us all) about the grimy details.

Bob Wootton is not short of an opinion or two, and having spent 15 years lobbying and representing advertisers for ISBA, where better to start his new column than the biggest media merger in history…