Five minutes before 7pm the commercials fade and the show begins. Cymbals clash, drums roll and light floods the screen. A yellow 4 looms into focus. Trumpets resound as the music swells into a crescendo of urgency. It is the sound of battle.
Graphics dissolve to reveal a man gazing into the camera.
He wears a double-breasted suit and tight smile. Before the jingle has died he begins to talk, quickly, for there is much to say. Today a great leader has shared his wisdom with the people. He has come among the poor, the jobless, the fearful, to offer hope. A sunlit upland awaits and he knows how to get there.