@Walter Hinteler,
												It's just another Media festivity Walt.  I've never heard the matter mentioned where I am.  It's a wind-up.  The chattering squad are restless, they need something to chatter about in order to bring our attention to the ads.  And themselves.  
Think of a good stunt and you can have your moment in the limelight. Which is what is being encouraged so that the chattering can go on and on.  Chattering about a good stunt which was inspired by the chattering about the event.  
"Leave your stepping stones behind, something calls for you
Forget the dead you've left, they will not follow you...."