大象传媒

I have to confess that today I鈥檓 veering towards the first description. When I woke this morning, awards felt to me hugely important. But that was for no other reason than that the 大象传媒鈥檚 World Cup website had just been honoured at the .

Don鈥檛 worry, I鈥檒l get over it and in an hour or two I鈥檒l realise once again that these things are a complete irrelevance and that the real rewards of public service broadcasting come from providing output that the audience appreciates. That鈥檚 what gives us the buzz 鈥� not some spurious victory at a black tie schmooze-fest full of marketing execs and sponsorship wonks.

But enough with the 大象传媒 hairshirt - a lot of people worked long and hard to make our World Cup site a success. So let's indulge ourselves for a moment and I'll give you a brief insight into what these events are like鈥�

The Sport Industry Awards have grown in the last few years from relatively humble beginnings and now have a genuine sense of occasion 鈥� no doubt helped last night by the presence of an array of celebs. Thierry Henry, Gary Neville and, er, Chris Tarrant were among the stars on show.

But top of the bill were the Beckhams. With them there and the inevitable media circus that surrounds them, the whole night was in danger of disappearing up its own celebrity-obsessed firmament 鈥� but I won鈥檛 deny they provided an extra dose of glamour to an otherwise routine affair.

The 大象传媒 Sport website was honoured in the highly prestigious (yes OK, that鈥檚 my own personal description) 鈥淏est Use of Digital Media鈥� category. Our award was presented by two England cricketers who are currently not required by the one-day squad in the Caribbean, Alistair Cook and Geraint Jones. And top lads they seemed too, as we chatted afterwards in the strange backstage area where they usher you for the pictures and glad-handing. 鈥淲ell played in , mate,鈥� I ventured to Cook (feeling on safer ground on that one than with Jones, to be frank). 鈥淲ell not really鈥︹�� he countered with an endearing honesty you don鈥檛 often find in top sportsmen.

We bade farewell to Cook and Jones and immediately ran into Alistair Campbell 鈥� sadly not the , but the former Downing Street spin-meister. One of my colleagues, a Preston fan, decided to taunt the Burnely-supporting Campbell with some football banter. Campbell, perhaps unsurprisingly, hit back in robust fashion and some good-natured, if not exactly high-brow, Lancastrian rivalry ensued.

My colleague had the final word (some line about David Nugent being the future of English football, I think) and was very pleased with what he clearly saw as an intellectual victory over a renowned political bruiser. But I wasn鈥檛 convinced. 鈥淚鈥檇 have been a bit more impressed if you鈥檇 heckled him about dodgy dossiers, instead of Championship football,鈥� I said attempting to prick his Prestonian bubble.

Becks stole the show, of course, when he picked up his and was given a video tribute from a pair of his biggest fans - Tony Blair and Sir Alex Ferguson - followed by a standing ovation from the great and the good, who were probably just relieved there weren't any more categories to run through.

So after a long night, is it all worth it, I ask myself - this industry back-slapping and vacuous celebration? I don't intend to get too hung up on the philosophical emptiness of awards - because, as Steve McClaren will tell you, a win's a win after all...