‘Every picture tells a story’, so we've always been told, and pictures frequently dominate the thinking within our industry. But although a television set seems to ‘pull’ your eyes towards it when it's on, how long would it hold your attention without any sound? No, I'm not going to debate whether sound or pictures are more important … that depends on subject and context. But what I will assert is that both must be ‘telling the same story’. If the pictures and sound appear unrelated at any point, the viewer will be distracted. He or she may not realize why they're having difficulty following a programme, but subliminally they will be disturbed, and may well change channels or switch off. Not the effect we're striving to achieve! ...

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