This is a new six-part series from BBC Scotland exploring Cairngorm National Park, 'Scotland's greatest winter wilderness where snow is a way of life'.
But don't expect eerie, majestic scenes of silent, empty landscapes. This series focuses on business, bustle and activity, following the people who depend on Cairngorm for their livelihood.
So it seems the park is not the untouched wilderness we might imagine, but clearly, for tourism purposes, it's profitable to portray it that way.
Skiers, snowboarders and hillwalkers will be lured in by the thought of vast emptiness not by the prospect of little shops, pubs and restaurants. You can find them in every town and city in the country, after all.
And this series, the first episode at least, focuses very much on business. In 1964 the Aviemore Centre was built, no doubt displacing a lot of that famous 'wilderness' and shoving in an ice rink, swimming pool and a Santa Claus Land. This was said to be Aviemore's attempt to transform itself into the 'St Moritz of Scotland'.
Shops, restaurants and clubs replaced the emptiness, transforming it into a resort where even the snow isn't natural, being subject to 'snow grooming' where they run machines over it to pack it down, encouraging more to lie and harden, building up a good base for ski-ing.
Despite its focus on development and business, the programme is very cheery. It features the giggly owner of the Ski-ing Doo pub, the energetic Italian family who run The Taverna restaurant, and the jolly Highland piper, known as Spud. Then there are the gangs of young barstaff who fund their ski-ing with shifts in the pubs and cafes. And everyone seems keen and fresh-faced. Even the dogs who accompany the mountain patrols are zippy and energetic, dressed in jaunty orange coats.
'We can't see where we're going but we just go anyway!' says one worker driving out onto the snowy hills, capturing the spirit of all the others. Maybe, like other wildernesses in history, it attracts those with the plucky pioneer spirit.
Watching the programme provoked some conflicting emotions. Obviously it's great to see people earning a living in ways which don't involve dispiriting, low-paid call centres, and they can go to work in splendid surroundings rather than in a soulless business park but, at the same time, I had the silly and irrational city-dweller's desire to want the place preserved as a true 'wilderness'.
With all the building, hammering and sawing out on the hills, and with the pubs and cafes and constant money-driven pressure on the patrols to get the mountain 'open', I wanted to protest.
Don't turn your beautiful landscape into an urban landscape. Protect it. Keep it wild. At this rate, you'll have Tesco moving in! Then I googled it, and found Tesco invaded Aviemore in 2014.
Cairngorm is set up as a 'wilderness', but then the programme soon dismantles that idea. This place is not wild, but groomed and monitored and cared for. And has a Tesco.
Yet it's wrong to grumble. I know I sound like an ignorant city-dweller and it's impractical to want the area kept pristine and deserted.
If it's genuinely empty then no-one can enjoy and appreciate it, and if people are to enjoy it and appreciate, then they'll need to visit, and that means pubs and restaurants and toilets and shops selling gloves and flasks and ski boots.
Och, some people are never happy!
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