Ringtone Disaster

I just saw the 'Nessie the Dragon' ringtone ad on UKTV Gold 2 for the 500th time and suddenly remembered a documentary I saw when I was much younger about the people who wrote jingles for advertising in the 1980's. There was a big move from pure exposure to 'emotional-type branding' in which jingles disappeared. Only a few survived, the only of which that comes to mind for me right now: Duracell's "ding ding dong" jingle.

After 15 years of reduced royalty payments, have the jingle writers found a new way to exploit their talents of writing catchy songs lasting under thirty seconds? Or is that even the case? Who did write jingles in the first place? Can someone tell me before I find out myself?

More on this later, as usual.