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Have you had the pleasure as yet of partaking in the new web tv extravaganza that steel behemoth Arcelor Mittal have put together? If the header is to be believed then it could very well be called Inside Transforming Tomorrow.

Not only that but there’s a blog to tickle your fancy as well. It looks fabulous. But, as we all know, looks can often be quite deceptive fellows.

I mean, for a start off there’s that damn pic above. It isn’t some kind of spoof, I can assure you. And neither is the following post that I found: Shop floor Safety audits: we focus on people

Is there anything more rewarding that (sic) helping to save a life? Our colleagues here at the Luxembourg Headquarters had the opportunity to learn some days ago that everyone in our Group can do it! How? Thanks to what we call a ‘shop floor audit’. Let us explain to you how that works.

Seriously, I’m not making this up.

Diving into a freezing lake, or charging into a burning building with little thought to your own personal safety possibly warrants a pat on the back and a couple of column inches in the local paper, but implementing a few health and safety measures to ensure people don’t get squashed by a fork lift truck doesn’t.

At Butler Sheetmetal we’ve saved at least three lives by pointing out that sticking one’s noggin inside the hydroform could cause a few problems.

Anyway, I’m sure once the exuberant upbeat tone of the PR department has run its course there’ll be some right riveting stuff going on…..and I’m not being facetious either.

For the time being, it’s corporate answer to The Day Today.