The power of pictures and, thus, the power of television, is undoubted. This medium has an influence on people's minds. However, in order to create a programme with a long-lasting impact it needs more than to just deliver the message you need to create a programme with a lasting impact! Dramatic composition, music, editing and strategy to create public awareness of the issue and content of the programme is necessary, too. Experienced producers are aware of that and apply various communication tools, such as building online communities, cooperating with NGOs and sending the productions to travel to various festivals worldwide. What are the opportunities in doing so? And what are the risks of the new creative communication strategies?
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