Kayvan Novak has reinvented what, historically, has been a radio format, for TV, using snappily cut retro graphics, witty visual references and a God-given ability to do silly voices and wind people up. A viral application - Go Jack Yourself - is available on E4.com. It is relevant - you upload your own pic to 'star' in a sketch. It's also accessible - you don't need to be a techie to make it work - and it's easy to share via Facebook or email.
In digital, technology often leads, with the creative premise shoe-horned in as an afterthought. Digital wizardry can pique interest, but audiences are savvy and unforgiving, and sexing up a lame idea won't prevent it being exposed.
This viral personalises the show's format to tickle the uninitiated, and will entertain fans of the show. Just beware next time someone calls you asking for bank account details.