Viewers of BBC N.Ireland will now be familiar with the smiling visage of the industry's very own Eamon Long.
Reen Compost man Eamon entered living rooms around the country via TV watchdog programme Fairplay and BBC NI Newsline programme.
Eamon's story is one of mobile phone pricing confusion. The programme was looking at pricing differentials in the mobile phone market on an all-island basis.
The fact that Eamon is charged at differing rates for incoming and outgoing calls, depending on whether he's upstairs or downstairs, made the central thrust of the news item.
Eamon could be compared to Schroedinger's Cat i.e. in an uncertain state: downstairs his calls are priced as from the UK, upstairs he's priced as from the Republic.
What we can be certain of is that mobile phone charges are no joke no matter where you are! Startlingly though, a new study on mobile use published by ComReg in the Republic claims that 90% of mobile users say that their operators offer at least "fair value" for money. That is hard to believe!
