To launch a high-definition TV channel, TNT in Belgium, a big red push button was placed in a square in a Flemish town. Over it hovered an arrow "Push to add drama". Then they waited for someone to push.
TNT is a major new, high-definition drama television channel in Belgium.
They decided to launch the channel with a little excitement.
The TV channel picked a typical Flemish square in a small town. They placed a big red push-button in the center of the square, and tied an arrow above it with the message "Push to add drama".
Then they waited. Many people passed by, just glancing at the red button - no doubt wondering what on earth was going on.
Finally, someone got brave and pushed the button, and that's when all the fun began.