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Congratulations to Londonderry, which last night won its bid to become the 2013 UK Capital of Culture, against competition from Birmingham, Norwich and Sheffield.

And cue a flurry of texts and calls about whether the coverage was right to refer to it as the FIRST capital of culture.

Technically, the Department of Culture, Media and Sport is quick to point out, this is the first time that any city has been named UK Capital of Culture, but both Liverpool and Glasgow have held the title of European Capital of Culture (in Glasgow's case, it was European City of Culture - the title was later changed.)

And without wishing to dampen the enthusiasm of Derry - who without any government funding, have high hopes for their year-long bonanza - isn't that the problem?

Since Glasgow won the European title in 1990, and inspired a clutch of gritty, industrial cities to follow suit, cultural titles seems to be handed out annually.

Invent their own

From the 10 years of "city of" appointments, pioneered by former arts council chairman Lord Palombo (of which Glasgow once again took up the banner of architecture and design in 1999), to more recent ventures like Homecoming, there are few parts of the UK which haven't celebrated their cultural prowess with a bit of branding, some fireworks and a festival.

Those who don't win the title, simply invent their own.

Highland 2007 grew out of a failed bid by the region to win the European Capital of Culture.

Birmingham, Norwich and Sheffield all propose to go ahead with their cultural plans, despite not winning the official title.

Which makes you wonder why we're still so keen on titles - and make no mistake we are, with almost 200 countries bidding for the next batch of European cultural titles.

Things have changed dramatically since Glasgow 1990.

Media savvy

Culture continues to be a powerful tool when it comes to transformation and regeneration - but in today's fast moving media savvy world, it takes some doing.

Festival fatigue means it takes more than a few fireworks and a bit of contemporary theatre to persuade people to leave the house, even more when you're persuading them to jump on a plane and visit somewhere they've never been before.

Artists and performers rightly feel pressured into creating something that isn't just great art - but regenerative. Boxes have to be ticked.

And that's before you tackle the whole issue of what sort of culture you showcase - the big names who've made it? Or the grassroots community doing work all year round?

The effects of Glasgow 1990 are tangible, and well rehearsed.

A new concert hall and art gallery. Almost 6,000 new jobs. £14m straight back into the local economy.

Art's sake

But more than that, it changed the world's view of Glasgow, and it changed the cultural habits of those who lived there.

More people went to the theatre - up to 40% more - and to art galleries and museums. Tourist numbers doubled.

While most of the bids since then have a checklist of urban regeneneration, jobs and investment - there's little mention of boosting cultural appreciation, increasing audiences and enjoying art for art's sake.

I wish the people of Londonderry the very best with their plans.

If ever a city deserved to reinvent itself, and rebrand itself on cultural rather than historical lines, it's this one.

It's going to be a challenge but given the level of unbridled enthusiasm for last night's news that they'd won - I suspect it's a challenge they'll attack with gusto.