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Raymond Snoddy: Britain’s broadcasters may indeed be stuffed too full of arts graduates but Google may have too many engineers in power positions for its own good. Maybe Google should bring in some of those highly creative British “luvvies” to advise the “boffins”…

“Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetick.”

The Only Way is Essex (Towie) might not be to your taste but it has certainly proved a success for ITV2. It gets average ratings of more than a million viewers and generates a whole heap of social media activity – not to mention the endless branding opportunities… So is it time for it to move to ITV’s flagship channel? Apparently not.

After Eric Schmidt, the 36th Media Guardian Edinburgh International Television Festival certainly gave the boffins a share of voice. On Saturday, Professor Brain Cox was interviewed by the luvvie and broadcaster Mariella Frostrup in what was billed ‘The Alternative MacTaggart’ lecture.

The second day of this year’s Media Guardian Edinburgh International Television Festival kicked off with a Worldview Address by Sky News foreign correspondent Alex Crawford.

Mobile operator Three is giving away free 3G broadband to rural areas in the UK.

BBC One banked a prime time ratings run last night with Eastenders, Holby City and Harry’s Arctic Heroes.

Channel 5 has bucked the trend once again, posting a 23.7% year on year increase in total revenues for July.

The Apprentice final topped the most-viewed programmes listings in July with 10.2 million viewers. The popular Alan Sugar series also stole second place in the Top Programmes listings (the penultimate show claimed 9.3 million viewers on 13 July).

BBC One’s long-running New Tricks easily won the peak-hour ratings last night with a high of more than 8.2 million viewers.