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Modern Mainstream
Modern mainstream

This was the phrase chosen by Channel 5 to describe its early programming philosophy and output. Launched on 30 March 1997, but progeny of the Broadcasting Act 1990, Channel 5 was never given a clear identity or programming remit by the legislation (Franklin, 1997: 198). The application bid to the ITC by Channel 5 Broadcasting, which was eventually awarded the licence, was more than a little ambiguous about its programming intentions. Channel 5 would ‘cater for a variety of tastes’ and ‘respond to public demand’ without always following the ‘wishes of the majority’ by offering ‘a user friendly schedule of programmes for everyone’ (Channel 5 Broadcasting, 1995: 2).

Dawn Airey programme director for the infant channel, inaugurated a new programming philosophy. Contra Reith's suggestion ...

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