on offer left a great deal to be desired. For John Reith, the first director general of the corporation, shared with the Welsh establishment a determination that Sundays should be âquiet islands on the tossing sea of lifeâ, and that the programmes broadcast on that day should therefore ensure that âthe lamps are lit before the Lord and the message and music of eternity move through the infinities of the etherâ.
As the social clubs and cinemas of Wales had demonstrated, however, a resourceful people could always find an alternative to the sober fare that resulted from such attitudes, and a number of foreign-based stations soon emerged, aiming their transmitters at Britain and broadcasting in English in the expectation of picking up advertising revenue (the BBC was, of course, a non-profit making enterprise that didnât air commercials). Among these foreign rivals were Radio Lyons, Radio Normandy, Radio Toulouse and, most famously, Radio Luxembourg, which started in 1933 and was within a few months broadcasting from noon to midnight. With the most powerful transmitter in Europe and the most expensive advertising space in the world, Luxembourg was seen as a threat by both the BBC and Fleet Street and was met with a complete news blackout in Britain: its schedules werenât included in the radio listings, and its existence was simply ignored. Nonetheless it soon attracted some five million listeners, proving particularly popular on the Sabbath; the BBC lost half its Sunday audience, and a survey showed that sixty per cent of listeners had acquired the habit of tuning into the continental stations.
The departure of Reith in 1938 allowed some relaxation of his rigorous standards â âI do not pretend to give the public what it wants,â he had once proclaimed â but it was not until the outbreak of war in September 1939 that there was a genuine move to respond to the wishes and demands of the new mass audience. A second national channel was launched, aimed at those in uniform and known as the Forces Programme, with the existing channel being renamed the Home Service. Considerably lighter in tone than the BBC had previously allowed itself to be (the first show, on Sunday 7 January 1940, was a half-hour broadcast by Gracie Fields), the Forces Programme heralded a new era, with the radio becoming ever more influential.
The structure of the audience also changed. In the early days, listening to the radio had been primarily a communal, friends-and-family affair, so that the broadcast of George Vâs speech opening the British Empire Exhibition at Wembley in 1924 had been heard by six million people, many times more than the number of receivers in the country; it was the first time in British history that a substantial section of the population had been able to hear their monarchâs voice and, apart from anything else, there was considerable interest in what he actually sounded like. But conditions were different now: most households boasted their own radio set, millions of men were away from home in the forces, and the continental competition had been snuffed out. (Luxembourg ceased broadcasting immediately after war was declared, making a return only when its facilities were taken over by the Germans and used to broadcast the propaganda of William Lord âHaw Hawâ Joyce.) In this world, the BBC acquired a new role, linking atomised households and individuals, making them feel part of a whole, and bringing them together under a common national banner; even the new king, George VI, and his family were reported to be fans of the countryâs biggest comedy shows, Band Waggon and ITMA. This was still a shared experience â particularly in those factories where radio was ever-present â but domestically its nature was evolving. The old image of a family congregated around a wireless set had, to some extent, been replaced by the solitary listener at home, conscious of the
Richard Ellis Preston Jr.