As the countdown to the start of the 2011 MotoGP season continues, the spotlight is intensifying on Valentino Rossi. The pressure created by the magical combination of two Italian legends, Rossi and Ducati, has got marketing and media machines going into overdrive. It has become quite frankly impossible not to write about it.
Rossi himself is managing the situation with great attention to detail. Firstly, with carefully selected media appearances, and secondly, with a carefully constructed media messages. So it came to pass that Rossi turned up on Italian TV, on a talk show called Chiambretti Night, in which he got the chance to talk about his shoulder, his rivals and the Ducati.
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