My Media Week - Steve Edwards

I wake up to Breakfast TV: always have, since the 1980s. For me, it's a personal ratings war between the formal and serious BBC and the slightly more "fluffy" GMTV. I don't do "serious" first thing and, besides, Kate Garraway and Penny Smith provide enough to swing it for most red-blooded males.

I have a massive, two-mile commute during which I listen to Radio 5 Live. All the previous night's sport, great travel and the presenters seem to possess a healthy, irreverent attitude to the more trivial news items.

On arrival at the office, it's The Daily Telegraph. In spite of my politics, I'm forced to compromise for what, in my view, is the best sports coverage around. It's also maintained it's "shape" in the face of an epidemic of downsizing.

I then log on to primarytimes.net. I have a proactive web editor based in Fife, so I don't always know what she's up to - but I'm invariably pleasantly surprised.

Evening TV is news, sport or comedy. Early Doors, Little Britain, Catherine Tate - that's how I unwind. At the risk of sounding like an old fart, the dumbing down of TV in the past 10 or so years is tragic. I'm a Celeb, Big Brother!! How long before live suicide or incest? Thank God we have a choice!

- Steve Edwards is managing director of Primary Times, which is aimed at primary school kids, parents and teachers and distributes an unaudited 2.1 million copies per issue free throughout the UK and Ireland.

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