It was telling at Media Week's recent Media 360 summit that the Government's Digital Britain process wasn't exactly top of the agenda in the debates that took place.
Indeed, Global Radio chief executive Stephen Miron was the only person to even mention communications minister Stephen Carter's high-profile report and attendant initiatives over the two days of the conference.
That's because the media industry's eyes tend to glaze over when it comes to the convoluted and time-consuming processes required to produce government policy.
However, this stuff is important, especially for TV, radio and local newspapers. And, in fact, Lord Carter has overseen a relatively short and painless process as he navigated the timetable from green paper - policy options - to today's white paper - policy recommendations and necessary legislation.
Carter's interim review in February was "white-ish" in hue, as some of the options were already pretty much inked in.
The local newspaper sector will get new rules on mergers, which will allow the industry to rationalise and horse trade to produce leaner, meaner and more geographically logical stables of titles.
Carter will reaffirm his wish for Channel 4 and BBC Worldwide to merge or work together more closely as a second public service broadcaster. However, he cannot dictate what happens to a company that is essentially in the private sector, so, to a certain extent, this one lies in the hands of the directors of Channel 4.
Ireland insists it is on track to meet its target of universal broadband by 2010: Carter's report should put a proper timetable in place for achieving the same in the UK.
And Miron's interest will be rewarded if, as expected, his Classic FM franchise and the other two commercial licensees are guaranteed protection in return for investing in digital radio.
If today's report contains the firm proposals some media executives accused the interim document of lacking, Carter will head back to a lucrative role in the private sector knowing he achieved as much as he could within the challenging constraints of the public policy system.
l The deadline for Media Week's 30 under 30 competition is next Monday (22 June). Contact harriet.dennys@haymarket.com to get an entry form or submit entries.
