Quite nice and tells you quickly that there is a fire in Dean Street, Soho and presents some pretty good pics. Doesn't tell you much else, though. How did it start, anybody inside, dead, injured etc. Perhaps at this point you need a reporter asking the basic questions.
Also, because it happened in the centre of media land where everyone has twitter, cameraphones etc. If it had happened in Newton Abbot or Burnley, it wouldn't be getting this attention