This idea has been totally perceived, organised, executed and applied by the media team. That means, that after the first inspiration, the media team came into negotiations with the channel concerning the mechanics and the selection of programmes that were going to be used in order to serve the idea, i.e. blockbusters' premieres. Then, the media team cooperated with the creative team of the channel in order for the idea to be executed/applied properly. Only at the end, the advertising agency and the client gave their approval.