Israel\'s third television channel will begin broadcasting this Monday - and if it follows the tone of its publicity campaign, it will do wonders for national morale. The channel will be known as Arutz Esser (Channel Ten), and its campaign is based on another popular meaning of the word \"esser\" - tops. \"The whole country is \'esser,\'\" sings the choir on the popular radio jingle, \"including the leftists, the settlers, the hareidim - everyone is \'esser!\'...\"