As a consequence of the 1989 White Paper, company boardrooms throughout the UK are attempting to predict and lay plans for the huge changes that face British broadcasting. In this volume, over 30 prominent British broadcasting personalities from television, cable, satellite and advertising give their views on the future of the industry. The text sets these views in an historical context and explains the traditional concept of "public service" television, which is based on the argument for the need for social control of a powerful medium. It also outlines for the layman the technological advances which have forced the British government to review the organization of the broadcasting system.