The bewilderment regarding the Facebook purchase of Instagram has exposed the massive disconnect the old Media world has with the new media world, particularly the Television pundit. It’s a SKY buying the Premier League rights moment, the first time you use text moment, or an hour with Jeremy Bulmore moment. I have the Instagram app, I haven’t used it but I’m very aware that Damon Collins uses it a lot in his Tweets, and as he’s a brilliant creative it must be good. No one saw it coming, few can work out the benefit and none have stepped back to look at the wider picture. The fact is Facebook bought it because they could, it’s bit like Jay Kay and Ferrari’s, plus they have a view of digital beyond the share price, half year announcements and how much the current MD is being paid (the Instagram fellow just picked up $400m , makes Sly Bailey look cheap).

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