Out in the leafy environs of Montrose they are inclined to turn their noses up at TV3 - soon to be the new kid on the TV block. Apparently TV3's decision to base its office at Dublin's Westgate Business Park in Ballymount has led to it being dubbed "Tallaght TV". But TV3's move to sign up Eastenders should alone be enough for big brother to start taking a more serious view of its young rival.