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21st July 1954.
Sir,
Sponsored Television,
As sponsored television gradually comes nearer I find an acute need in myself to see a statement of my own point of view written out in a public place. It is the point of view of an ordinary thinking and feeling Englishman, living in his own country, and blessed or cursed with a sense of values.
We need not go to U.S.A. We only need to tune in to Radio Luxembourg to hear what sponsoring means. Those who like being urged to wash their whites whiter or to rinse their kidneys cleaner (by using this and that) are welcome to this vehicle for culture. For myself, being allergic to propaganda of all kinds, I know I shall hate politicians with increasing hatred as I gradually see a new generation growing up taking for granted the advertisers' right to intrude.
A Public Relations Officer of the T.V. Advertisers' Guild will surely answer this letter and will very politely show me to be wrong, if possible by statistical method. I am inviolate, however, since I am a mature person giving an opinion, and I and my opinion are not for seduction. Along with thousands of others I absolutely