@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...."