Keeping one eye on the sky, another underground and both feet planted on the floor is a good trick if you can do it. And that is exactly how Thames Television International is exploiting the rich income promised by new television technology.

The sky eye is on the lookout for broadcast satellites, the underground eye for cable connections, and the firmly-planted feet are vital for anyone who wants to understand and explore the coming revolution in the way viewers use their television sets.

There are three potential rivals to the TV companies who at present dominate the airwaves. The first, video, is with us right now. Nearly a million British homes already possess a videotape recorder which gives them access not only to off-air programmes but a large and growing catalogue of pre-recorded films, music shows, look-and-learn cassettes and golden oldie television material.

The second threat comes from Direct Broadcast Satellites (hereafter called DBS). In America, satellites are already beaming programmes to local cable operators who pipe pictures to subscribers. And if the cash and the political consensus can be found, there could be a DBS perched above every country in Europe by 1990.

Cable itself is the third strand. Once again America leads the way, mainly because the cable was needed to improve signal quality. But now, many entrepreneurs provide viewers with an alternative service to the major networks, and American subscribers can buy anything from month-old movies to ‘live’ sex-shows from companies offering up to 50 different channels at the touch of a button.

Britain, of course, is a long way off that stage, and the initial demand for cable might be rather limited. But if the forthcoming experiments in a number of areas already cabled up are successful, fibre optic ‘narrow-casters’ could soon be spreading their tentacles under every street in the land.

If that happens, the search for programming to fill the new hours will be on, and indeed in America, the hue and cry is already at fever pitch.

So instead of fighting the alternative invaders, TTI has concluded that it is healthier to join them, and Thames material is already finding its way into the new markets.

Mike Phillips, who is TTI’s Controller of Commercial Development explains. ‘We’re already deeply involved in video, partly through the High Street outlets of our parent companies, Thorn-EMI and Rediffusion. There are now nine Thames titles in the EMI Video list, and they include Botanic Man, Swan Lake, The World At War and Kenny Everett. There’s a Benny Hill compilation, the Morecambe and Wise Christmas Shows from 1978 and 1980, some marvellous gymnastics, and the first of Alan Ayckbourn’s Norman Conquests plays trilogy, which Thames screened a while back. There’s obviously a great deal more in the pipeline, now that ITV has reached agreement over royalty payments with the talent unions.’

Much of this material will also find itself spinning profits at the rate of 700 revs per minute, when the video disc joins the battle next autumn.

Discs can be stamped in bulk much more cheaply than tape (which has to be run off in ‘real time’). They can provide stereo sound, and their 54,000 picture frames per disc can store vast amounts of information. On the other hand, they can’t record, and two, (possibly three) incompatible systems are already vying for market share.

Two systems – Philips’ Laser Vision and the VHD disc made by JVC and adopted by Thorn-EMI – use a hard-wearing groove less disc while RCA have developed a cheaper, less-sophisticated disc not unlike a conventional audio LP in appearance. All three are about the size of an ordinary record, played on machines no bigger than a music centre. The players will sell for between £350 and £5(M), and the discs for around £15.

The Thorn-EMI/Rediffusion connections will ensure Thames a prominent place in the market. When launch day comes next year, Everett, Bellamy & Co will be on show in up to 7,000 rental and retail outlets in the chain of wholly-owned or contracted Thorn-EMI and Rediffusion shops featuring the new VHD disc system. But, says Phillips, Thames material is also available to distributors using the other disc formats, so TTI hope for massive penetration of the new markets as soon as the discs hit the High Street.

As for satellites, Muir Sutherland (TTI’s Managing Director) is still fairly sceptical. ‘The DBS is still a long way off in Britain and Europe and it will take a lot of political will to persuade governments that foreign-owned satellites should be allowed to invade their broadcasting airspace.’

‘And I’m not sure how many viewers will want to spend the money for the big dish aerials; there are still many technical problems in providing a reliable service. Satellites are going to be far more valuable as a means of distributing material to cable operators, as in America.’ Joe McCann (TTI’s Controller of Television Sales) and Don Taffner (their US Representative), have created a lot of interest in these new outlets for Thames programming. They’re finalising sales of Benny Hill to Home Box Office, Napoleon and Love and Swan Lake to CBS, Warner Amex are buying The Tomorrow People for their children’s channel, and other very large deals are close to completion.

‘We think Thames has a huge stockpile of material to offer the new cable operations,’ says Joe, ‘and they are also keen to bring their projects to us as well.’

All sorts of joint-production possibilities are opened to Thames International. But says Mike Phillips, ‘We musn’t get it out of perspective. Co-financing never covers the actual cost of making a programme, but it does help offset the cost and it might help us to go ahead with projects we couldn’t afford on our own.’

In the meantime, TTI is looking at all the new American cable operations and selling appropriate programmes where it can. Thames was offered an exclusive deal with one organisation, much like the deal the BBC has just made with RCTV. one of the cable newcomers, but as TTI already earns more from the USA than the recorded BBC annual guarantee, it prefers to play the field and exploit different markets in different ways.

As Muir Sutherland says, ‘We’re delighted that the BBC have agreed to enter into an exclusive deal in the USA, if only because it means that the other channels can’t get their hands on BBC programmes, and puts us in a stronger position.’

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So how do the people who actually make children’s television programmes set about it? How do they deal with their awesome responsibility, not only to please all the adults (or at least not offend them too much) but also entertain, inform, interest and stretch the vast number of children for whom their programmes are intended?

The Children’s Department of Thames Television is the largest in ITV, supplying an average of 142½ hours of networked programmes each year. It caters for children ranging from the very young (Rainbow for the under fives) through to the 5-6 year olds (Paperplay, Issi Noho, King Wilbur III, …And Maisy Too), the 7-8 year olds (The Sooty Show, Michael Bentine’s Potty Time), the 9-12 year olds (Magpie, All Together Now), teenagers (You Must Be Joking!), and it hopes that its drama appeals to children of all ages (The Tomorrow People, The Molly Wopsies, The Feathered Serpent, Shadows, Horse In The House).

Not only is this output geared across a wide age range, but the types of programme are also immensely varied. Sue Turner, Thames’ Controller of Children’s Programmes comments: ‘Children are, after all, simply people who have not been alive very long. They have as much (maybe more) intelligence, imagination, enthusiasm and eagerness as adults. All they lack is experience (and the prejudices that often come with it). They are also a demanding audience – unrestrained by the social politeness of adults, they write and tell us precisely what they think of us and our programmes!’

Magpie, twice a week every week (except for a short summer break), is probably the best known of Thames’ children’s programmes. Transmitted live, Magpie aims to be an all round magazine programme, with items of topical interest for children of approximately 6-12 years. It began in 1968 with the start of Thames Television itself. Its award-winning documentaries have given it an international as well as a national reputation.

The pre-school programme Rainbow (winner of the British Academy Award for the best children’s programme in February 1975) aims to help children below school age to expand their experience of the world and the people around them. Rainbow is believed to be unique in the world, in that it began in 1974 making full length documentaries specially for the under fives. Dealing with potentially traumatic experiences for the very young child, so far ‘Rainbow goes to Hospital’ and ‘Rainbow Starts School’ have been presented and work is beginning on a ’Special’ which will deal with the arrival of a new baby.

A department of this size has plenty of opportunity to experiment. You Must Be Joking! (of which two series have now been made) was entirely written and performed by a cast of East End children, ranging in age from 11-17. It has been both hailed as a new departure in ‘access’ programming and condemned as giving children false ideas of their own importance. Following this programme, work is in hand on Pauline’s Quirkes, starring 16-year-old Pauline Quirke (known to adult audiences for her outstanding performance in Jenny Can’t Work Any Faster). This time Pauline and her friends take a swing at the remaining male chauvinist bastions in the name of girls’ lib!

Last year Thames launched a series of seven plays with a linking theme of ghostliness, under the title of Shadows. They included a play specially written by J B Priestley. The second series of Shadows, with an over-all theme of fantasy and including specially commissioned plays by such outstanding writers as Joan Aiken, Susan Cooper and Ewart Alexander, was transmitted this summer. The Molly Wopsies (transmitted in Spring 1976) was entirely shot with Thames’ small mobile outside broadcast unit on location in Henley; and this same unit is being used to shoot Horse in the House (adapted by Rosemary Anne Sisson from the book by William Corbin).

Sue Turner says her team had a great deal of fun and raised a lot of eyebrows by demonstrating that an all-action adventure series, set in ancient Mexico, could be shot entirely in Studio 2 at Teddington. The end result was The Feathered Serpent, transmitted this summer – with music specially written by David Fanshawe, sword fights and a great deal of ritual and splendour. She also hopes it helped to make viewers aware of the rich and fascinating history of pre-Columbian America.

This is a brief outline of just one Children’s Department – using film, studio and outside broadcast to make documentaries, current affairs, drama, light entertainment and comedy programmes. Did you know that children have such a wide choice of programmes available to them?

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• Today
• This Week
• People & Politics
• Time For Business
• Thames at 6
• London Looks Forward
  • The Living City
  • The Future City
• Documentaries
  • Hazlitt in Love
  • The Gospel According To St Michael
  • Walt Disney (2 programmes)
  • Marriage Guidance
  • Lonely Hearts
  • The Ruth Ellis Story
  • The Hunting of Force Z
  • Hammer & Sickle
  • Billy
  • Jimmy
  • Aycliffe

OUTSIDE BROADCASTS

• Series
  • Drive In
  • A Town Called
  • Kitchen Garden
  • Wish You Were Here…?
  • Pub Entertainer of the Year
• Sport
  • Darts
  • Horse Racing from Sandown, Newmarket, Epsom, Lingfield
  • Football (7 matches, including 4 internationals)
  • Sportscene
  • Wrestling
• Events
  • Jubilee Flower Show
  • Miss Thames
  • Astrology
  • Model Railway Exhibition
  • Nurse of the Year
  • Variety Club Lunch
  • Evening Standard Drama Awards
  • Evening News Film Awards
  • Royal Film Performance
  • Great British Achievements
  • Chipperfield’s Circus (Easter and Christmas)
  • The Motor Show
  • Britannia Awards
  • The Loyal Address

LIGHT ENTERTAINMENT

• Specials
  • The Benny Hill Show
  • TV Times Top Ten Awards
  • The Eric Sykes Show
  • Bruce and More Girls
  • The Peggy Lee Show
  • Max Bygraves’ Christmas Show
  • Vera Lynn Sings
• Series
  • David Nixon Show
  • Looks Familiar
  • Opportunity Knocks
  • This is Your Life
  • Whose Baby?
  • Whodunnit?
  • Wednesday at Eight
  • The Tom O’Connor Show
  • The Little and Large Tellyshow
  • Night Out at The London Casino
• Comedy Series
  • Odd Man Out
  • Get Some In
  • George and Mildred
  • What’s On Next?
  • Paradise Island
  • Miss Jones & Son
  • The Fuzz
  • The Upchat Line

CHILDREN’S

• Pre-School Learning
  • Rainbow
  • Rainbow Has A Baby
• General Interest
  • Magpie
  • Fanfare
  • Somersault to Moscow (Magpie Special)
  • …And I Write Music (Magpie Special)
• Drama
  • The Tomorrow People
  • Horse in The House
• Animation Series
  • Jamie and The Magic Torch
  • Chorlton and The Wheelies
• Entertainment
  • Michael Bentine’s Potty Time
  • Sooty
• Pre-School Entertainment
  • And Maisy Too
  • Mice and Mendelson
  • The Wotsit From Whizz-Bang

FEATURES, EDUCATION AND RELIGION

• Features
  • After Noon
  • Mavis
  • Money-Go-Round
  • London Scene
  • Superman & The Bride
  • The Story of Job
  • Problems
  • Help!
  • Our School and Hard Times
• Education
  • Seeing and Doing
  • Finding Out
  • The World Around Us
  • Writer’s Workshop
  • The English Programme
  • French Studies
  • It’s Life
  • It’s More Life
  • London: The Making of a City
• Adult Education
  • Could Do Better?
  • This Sporting Land
• Religion
  • Get Out and Push
  • Close
  • Christmas Pie
  • Drawing to an End
  • Faith In Place: Matt’s Place
  • Christmas Special
  • A Matter of Morals
  • St Nicolas Cantata

DRAMA

• Serial
  • Rooms – 61 episodes
• Series
  • Romance – 5 episodes
  • Rock Follies of ’77 – 7 episodes
  • London Belongs To Me – 7 episodes
  • The Norman Conquests
    • Table Manners
    • Living Together
    • Round & Round The Garden
• Film Series
  • The Sweeney
  • Van Der Valk
• Plays For Britain
  • Cork & Bottle
  • Last Summer
  • It’s Only Rock ’n Roll
  • The Proofing Session
  • Not Quite Cricket

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Time was when the countries watching Thames Television didn’t even run from A to B, let alone Z. But now Zanzibar has become the hundredth country to by Thames programmes for its own television service.

In four short years, under Managing Director Muir Sutherland, Thames Television International has brought export sale up above the £3,000,000 mark. They’ve done it by creative, aggressive selling in world markets of the programmes we make for audiences here in the UK.

The World at War to 64 countries, including Germany, Italy and Japan. Jennie, Lady Randolph Churchill to 41 countries, and The Sweeney to 34. Father, Dear Father to 29 countries, and children’s series like The Tomorrow People, so far seen in 32 countries.

Thames Television is a British company that makes only one product: TV programmes on film and videotape. Where we diversify is in the language of our audience.

Thames Television International:
British programmes for the world

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Lewis Rudd, Controller of Children’s Programmes
Ace of Wands, Children’s Documentaries – My Brother David and Breaking the Silence, Cliff’s Kids, Do Not Adjust Your Set, Elephant’s Eggs in a Rhubarb Tree, Full House, Happy House, The Incredible Adventures of Professor Branestawm, Larry the Lamb, Magpie (twice weekly). Once Upon a Time, The Paper Bag Players, Pardon My Genie, Rainbow, Sexton Blake, The Sooty Show, Smith, The Tomorrow People, Tottering Towers, Wreckers at Deadeye, Zingalong.

Lewis Rudd, Thames Television’s Controller of Children’s Programmes, came into Independent Television straight from Oxford, where he edited Isis. He began to specialise in children’s programmes in 1966, and in 1968 his production ‘Do Not Adjust Your Set’ was awarded the Prix Jeunesse. Father of two boys and a girl, he is Chairman of the ITV Network Children’s Sub-Committee. (After this was written, ‘My Brother David’ won this year’s Prix Jeunesse UNICEF award.)

Why have a separate children’s department at all? Is it because we treat children as a different race, to be talked to in a special language? After all, our programmes for children include drama, information, comedy: so why not have the programmes produced by Thames’ drama, features and light entertainment departments? One good reason for having a separate department is the sheer volume of children’s programmes we produce. Something like half the children’s programmes made by ITV come from Thames. But it is not the volume of production that is most important.

Making television programmes for children can be pretty awe-inspiring. They are a very perceptive and very enthusiastic audience. And just because of this, television can have an enormous influence on them. Yet although a great deal of research has been done on this influence, nobody quite knows what the effect of any one programme or sequence will be on different individual children. So we feel it helps if there are people responsible for all Thames’ children’s productions, working together on a range of programmes, gaining experience of their effect all the time, and putting this experience to good use.

It isn’t easy to lay down rules about what will be beneficial and what will be harmful to a child, and with a separate department we have less need to do so. All the people in my department are concerned about the effect of the programmes they make, and are constantly aware of the caution with which they have to work. There is sometimes violence, for example, in our drama programmes. But it is not portrayed as the right way to solve problems, and we aim to make it neither terrifying on the one hand nor glamorised on the other. But, without being irresponsible about it, I find that children decide what programmes are suitable for them rather better than their parents. For example my four-year-old son finds our Ace of Wands series, which is exciting and sometimes a little bit scary, far too complicated to follow. So he doesn’t bother to watch, whereas by seven a child can both understand the story and is also old enough to take pleasure in the excitement and scariness.

One important thing we have learned about making programmes appeal to a wide audience of children is that they demand that television is used as a pictorial medium. As most of our programmes are designed for school children who have spent the day studying, it is right that one of our aims is entertainment: through drama series like Wreckers at Deadeye and Ace of Wands, through programmes for younger children like The Sooty Show and Larry the Lamb (which we are transmitting in the Autumn), through quizzes and musical shows and comedy series. In all of these, visual inventiveness is most important. Our current series Pardon My Genie, a sort of modern version of Aladdin, has had its enormous visual comic possibilities realised in full, thanks to the enthusiastic co-operation of our technical staff. It isn’t surprising that more children are watching this programme than any other production on either channel.

Magpie, our informative magazine programme, also calls for a predominantly visual approach. Here, too, we are using pictures to entertain, but also to interest and inform at the same time. Even in something as straightforward as Magpie’s annual Christmas appeal, we try to encourage imaginative activity in the raising of the money and to use the opportunity to create knowledge – not just sympathy. Last Christmas we raised £30,000 for deaf children, not by a heart-rending emotional appeal but by showing children in a simple way what it was really like to be deaf. And it was out of the previous appeal that we evolved the idea of doing a half-hour documentary especially for children, about the difficult subject of mental handicap. The film, My Brother David, which showed a day in the life of a mentally handicapped boy, has been chosen to represent ITV at this year’s Prix Jeunesse in Munich.

Productions like these can be expensive, and I hope they give the lie to a criticism I sometimes hear that companies are unwilling to spend money on children’s programmes. The fact is that to tell your stories in pictures rather than words costs more. You can make a satisfying adult drama with one set, two good actors and a good script. But for children you are going to need more actors, more sets, location film to add action and pace. I was in the Ace of Wands studio the other day, and the sets compared in every way with the finest sets for adult drama which have been used in our Thames studios – and that is saying a great deal. Backing long-running successes with the right sort of money is one aspect of finance, but the Thames Board have also been willing to back our new ideas and experiments. Since the company began in 1968 we have introduced new children’s series every year; some of them, like Magpie and Ace of Wands, earning themselves a regular place in ITV’s national schedules. Others have been conceived as single series. In 1969, for instance, we produced an adaptation of Leon Garfield’s award-winning children’s book smith; in 1970 we filmed another period subject, Wreckers at Deadeye; in 1971 we introduced children to a world of comic writing ranging from Edward Lear to Spike Milligan in Elephant’s Eggs in a Rhubarb Tree. This year, in addition to Pardon My Genie, we are planning Thames’ first science fiction programme for children, The Tomorrow People.

But I have to admit that the most important development in children’s programmes in the last couple of years did not take place at Thames. It happened at the Children’s Television Workshop in New York with the production of ‘Sesame Street’. I don’t want to enter here into the argument about the programme’s educational standards. But Sesame Street did show how entertaining a programme whose objectives are primarily informative can be, given the right amounts of money and talent.

Any future programme in this field of entertainment-cum-education for pre-school children is certain to be compared with Sesame Street. The production team of our own new programme rainbow, which will be transmitted in the Autumn, have learned a lot from it – both from its successes and its failings. I think we will stand up to the inevitable comparisons pretty well.

Rainbow will be seen regularly all over Britain, and Magpie is already shown nationally twice a week. So our responsibility as providers of ITV information programmes for children is greater than ever. Our most important priority at the moment is to make these two programmes as effective as we possibly can. Because, as I said at the beginning, everyone is aware that television can have an enormous influence on children. And Magpie has proved – as we believe Rainbow will also – that in the right hands it can be an enormous influence for good.

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