IEEE Technology and Society Magazine - September 2023 - 17

Commercial television, called ITV meaning " independent
television " began in Britain in 1955 during
the administration of Winston Churchill, a proponent
of free enterprise. The first ad was for toothpaste.
Surprisingly, commercial radio did not emerge until
later-1973-partly as a response to the popularity
of offshore pirate radio stations which did indeed
carry commercials.
In the past two decades, most of the British public
has been subscribing to TV cable and streaming
services, for example, Netflix and Apple TV. Since
one has the choice of buying or not buying them,
then in fairness should not a Brit be given the same
choice as regards the BBC: make paying for the BBC
by set owners a matter of personal decision. Hendy
describes an interesting experiment, in 2015, regarding
this question: a number of households claiming
that the BBC was poor value for money were allowed
to cancel their BBC service and cease paying their
license fee. This canceled not only their BBC radio
reception, and broadcast TV, but also an online
transmission of BBC TV. After two weeks of this
arrangement, two-thirds of the former BBC consumers
had changed their minds and wanted reconnection-they
had " felt detached from national life. " In
2020, it was still the case that over 91% of U.K. households
were using some service of the BBC. Also in
2020, ironically, COVID-19 proved a boon to the BBC.
In their quest for information about a national crisis,
people turned to their national broadcaster-it
carried the aura of authenticity. In addition, the BBC
provided homeschooling to children whose schools
had been shut down.
PerhaPs, If reIth were alive he would take some
comfort in seeing that the BBC was still capable of
bringing, in his own words, " the best of everything
into the greatest number of homes. " Hendy has provided
us with a broad cultural history, but for those
curious about the technical side of the BBC there is
little to be found.

A. David Wunsch is a professor emeritus
with the Department of Electrical and Computer
Engineering, University of Massachusetts Lowell,
Lowell, MA 01854 USA. He is a book review editor for
IEEE Technology and Society Magazine.
 Direct questions and comments about this article to
A. David Wunsch, University of Massachusetts Lowell,
Lowell, MA 01854 USA; david_wunsch@uml.edu.
September 2023
17

IEEE Technology and Society Magazine - September 2023

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