"The E&E strategy finds its justification in signals from health communication theory and practice. There is an urgent call for the development of methods to reach less well educated target groups and for the adoption of a greater consumer orientation. In the design of health communication programmes, more attention must be paid to affect as well as cognition. Entertainment television seems to be able to serve these needs because it: (i) is based on popular culture, (2) is more people oriented (human interest) than object oriented; (3) encourages talcing with family, friends and neighbours about the previous day's television events, as in parochial networks; and (4) is a main source of inspiration and information. Health communication professionals, however, are illequipped to tap this potential. In their relatively television-illiterate and bureaucratic working culture they resemble turtles, who on the one hand are solid and trustworthy, but on the other hand do not quickly assimilate new and challenging developments. The call for innovation in their health communication methods and professional standards is forcing them to change. In these circumstances, collaboration with television professionals in the application of the E&E strategy may act as a catalyst. Television professionals are used to exposure and expect a service-oriented attitude from the external experts with who m they work. They act like peacocks, displaying their feathers in order both to be admired and to exert power and thus stay in charge of the production process." (Discussion and recommendations, page 203)