Guido has always been a news junkie, taking it in from all directions; online rolling news, radio, television news channels and the papers, hell even Twitter nowadays. When Guido was a paperboy he read every paper from the Sun to the FT, which must have annoyed the customers wanting their paper before the morning commute. As media pundits go Guido is as qualified as anyone can be after 30 years of news consumption and analysis. What that experience has taught Guido is that one thing is for sure: television is the medium that matters.

It may not matter to the chattering class, but it does influence the voters more than they do. Most voters don’t read the Guardian, they don’t read the Indy, Times or Telegraph either. They watch television, which is why more people voted for the winner of X-factor than the government.

One of the central ideas that inspired the creation of this blog was the “Guidoisation of politics” by which is meant more than just the trivialisation of politics, it alludes to the conveying of ideological messages in simple images and terms. It is also about the personalisation of politics via the character of politicians. Character matters to most voters more than ideology. Gordon Brown’s character weighed against him with voters more than his economic policies. His character was revealed on television to more people, more effectively than Andrew Rawnsley or Tom Bower could ever dream of doing. Tony Blair and Peter Mandelson were masterful televisual image makers – remember them deliberately delaying the acceptance speech that May morning in 1997 until a shaft of sunlight broke through into the Royal Festival Hall – “A new dawn has broken, has it not?” Brilliant imagery.

Roger Ailes is famous as the boss of Fox News, the news channel with the most viewers in America, making it the most profitable news channel in the world, more profitable than all the other US news channels combined. It has so much political influence that Obama’s strategists reckon it costs them 3% at the polls. Roger Ailes cut his teeth as a young TV producer who Richard Nixon hired after he told him to his face “The camera doesn’t like you”, Nixon replied “It’s a shame a man has to use gimmicks like this to get elected”, the young Ailes retorted “Television is not a gimmick, and if you think it is, you’ll lose again.” In a televised democracy, television decides elections, it really is that simple.

It is a given that the coalition is about to enter a period of unpopularity, to win the next election the economy firstly has to come good or be coming good by 2014, that is a pre-condition. Secondly they have to get the credit for the economy coming good as well. Television will help most voters decide who gets the credit, not broadsheet editorial writers. Cameron and Clegg are better television performers than Miliband, if they want to exploit that they should hire a director of communications who understands televisual imagery. The media grid planning can be done by Downing Street drones a plenty and Osborne has a good grip on political strategy. Television requires a certain genius. If they want to win over the voters they need a political maestro equivalent to Simon Cowell or Roger Ailes. If they think that television is just a gimmick…