What women want?

I had an invite through for the launch of something called Diva TV. It's a new channel I presume, though it says nothing on about what its content is, only that the party is being held at a 'gorgeous' venue and there will be some 'delicious' bar staff on hand to serve 'Diva cocktails' and a 'soul diva' to belt out a few numbers. I'm assuming it's aimed at women.

Already I'm irritated. For a start, the word 'diva' is horribly overused, mainly wrongly used and represents the worst of the lazy marketing, PR and journalism of today. Any female singer is now a diva, anyone who behaves grandly is one too. So obviously, all women should aspire to live this trashy, Jordanesque lifestyle.

The invite has five little pictures on it: lipstick, shoes, a half-drunk glass of white wine, a washing machine (inexplicably with wings) and, er, an umbrella. So this is clearly the woman's world. All women like shoes don't they. That's right, like all men like football. It's the media's default setting.

How old hat this is. Sex And The City finished yonks ago, didn't it? It's like read B&Q are rebranding to attract more women, and are using hte slogan 'let's do it!' to make themselves more female friendly. Is there such a thing as targetting women anymore? Don't women do DIY anyway? Do they need to be lured in with a special slogan?

Women are bright enough to make their own minds up about what they want to do. The women in the office I've showed this too think it's patronising and old-fashioned.

This channel is doomed.