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RECESSION LOOMS Does that mean doom and gloom? Peter Savage argues that if you think creatively, there are opportunities out there to help your business survive the recession... S ince I started writing this column in July 2007 (yes, it has been that long) the financial world has flipped over and is now standing on its head. Lehman Brothers went during IBC 2008 and, since then, life has become, if not as dull as ditchwater, as dull as dirty dishwater heading down the plug hole at an alarming rate. Thus we sit here in the UK with the words “double-dip recession” ringing in our ears and thinking, “crikey, is 50 | TV-BAY MAGAZINE it really all happening again; are we heading for another recession?”. My answer to this is, yes, probably, but not if you subscribe to the law of opposites. Little known to many (no, this is not a ‘Call My Bluff’ session), it was Marx and Engels who, in the late 19th century, developed this law. It has been endlessly adapted and is alive and well in statements such as “what goes up must come down” or in subscribing to comments about a glass being half full or half empty – or references to plain and simple positives and negatives. It works for me today as, in my view, when all is going wrong around you then good must in happening in some form somewhere. Accentuate the positive So, the first way to plan your way out of a recession is to be positive. There must be something good going on somewhere – whether in the UK or elsewhere. Yes, all the signs are that we are in a double-dip but for countries like China, India and South America – especially Brazil – their economies are on the up. The trick is to try to work out where there is scope for you to build business on the back of others’ recession-defying prosperity. I am in a business that cannot export but I’m very conscious that we are in an even year – meaning that there is Euro football and the Olympics. These two huge events must have a positive effect, doubly so with the Olympics as they are being held here in the UK. Ok, so if you are not into sport, how can the Olympics benefit you? Well, for most people working in broadcast, the Olympics will have an impact because the sheer scale of the beast is likely to absorb, even if only for four weeks, most people that have a working interest in TV. Eliminate the negative So, don’t be afraid to learn something new. How many people bemoan the fact that the world is never going to be like it used to be. “Ah, the good old days,” they say. But life has