MEDIA: V GRAHAM NORTON - AN EXPERT'S VIEW. Kevin West is encouraged that clients will still be drawn to the high kitsch of V Graham Norton

In a recent poll, when asked which TV show our clients would like to attend, the clear winner was So Graham Norton. Admittedly this poll was taken when Norton was only on once a week. Whether we'd done a good selling job on them or it was their personal preference, we weren't sure.

How would clients like it now that the new show was on each week night?

Well it still looks good on their schedules. Early numbers are encouraging - Channel 4 needs some good news after announcing its first ever loss.

Initally, I was worried that guests would be a problem but if anyone could make the series' early guests - Petula Clark and Jilly Cooper - shine, Norton could.

I forgot that Norton is the real star every night, sometimes the guests seem incidental and audience participation is key. Long-term success relies on novelty and good research, a tough combination but so far Norton is succeeding. Friday night will still be a hard one when he's up against Jonathan Ross.

This show doesn't set out to portray Norton as Channel 4's answer to Parkinson, Letterman or Leno - it's a completely different genre.

V Graham Norton is a showcase for one of Channel 4's home-grown stars.

It's a brave move as audience wearout is even quicker not only on TV but also among Channel 4's prime 16- to 34-year-old audience. But in an industry that needs the mix of innovation and constancy, Norton must succeed.

One of the downsides of a nightly show will be the loss of the "must see

tag. Sure, there will be some highlights when top guests are publicised, but this series offers most of what Norton is famous for: tongue-in-cheek kitsch with few surprises.

The audiences are still queuing up to get in, and still willing to stand up and shame themselves. It may all be fixed, but you can't easily see the joins. Unlike Ross, Norton hasn't gone in for a sidekick, unless it's the ever smiling Betty. If he is to increase the amount of skits in the show he may need one.

The timing of the show is well planned - post-watershed and you just know that Norton would love to see himself as a "fluffer

to build excitement ahead of some of Channel 4's more outrageous shows, such as Jackass, for example.

Will our clients still want to see it? Well, on their schedules the answer is yes - although more work will need to be done to discover which night will work the best. And I'm still being chased for tickets.

Whether they will stand up and reveal all will certainly get more of the ad industry watching.