Slow to air

Commissioning comedies in the UK which may be topical takes too long. E4 are going to do a comedy: PhoneShop. Too late!…needed to be done at the time of Wyclef Jean in Virgin Mobile ads or say four years ago at least for maximum effect. ITV had Mumbai Calling - about three or four years too late at least! Sit Coms which are supposed to be topical never work when they aren’t. Is the last sentence always TRUE or just usually.