Where is the revolution? This issue has baffled me since the time Saddam Hussain invaded Kuwait. It is only after this event that media planners' career graphs went on an upswing. Even as the world was cursing Saddam, media planners were showering petals at his feet for what the invasion had done to them. Thanks to the explosion of satellite channels which started immediately after the war, media planners became a highly sought-after commodity. And now it is imperative to have a media planner in any client meeting. Everybody wants to know which channel would be the right one for his brand. Should he look towards TV at all? And so the media planner came into play in a big way with all his skills by way of judgement, gut-feel and experience.