The name "Unimedia" was coined with reference to the obsolete notion of "multimedia", refocused on media convergence as to purpose, to spare mindspace. The opposite of what happens in business concentration, when managers moving from one media conglomerate to a larger one, duplicating the same ideas about what "works". "Entertainment" is hardly inspiring, and education and cultural offer is hardly entertaining.

An initiative launched by University professors was at risk of ending up as yet another University Channel -and the first-three-letter match (Uni) wouldn't help much. There is no need for University channels designed as affordable extensions of the brick-and mortar classroom -not always real fun. But there can be room for vehicles of dynamic interaction between students across institutions and geographies.

When Student Business Incubators adopted the idea, with a say on programming, they stripped it from any remaining elements of conservative "supply-pushed" offer. As it turned out, the story of many World Heritage sites and many plays on stage in such or such city were food for thought in social science, worth sharing with others.

Money matters, and few would tell you that the participation of world-class celebrities for the sheer sake of it is a perfectly rational expectation -they know how much you value their appeal to larger audiences.

Wrong again, and gender matters, too. Women happened to be a majority of the project management teams, of producers, directors and talent, and a majority of the international, national, local and business leaders who volunteered their support.