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A nice,
1950s-style description of the life of a housewife's life. Whilst this
would seem to be an early example of a 'woman's programme', the exact same
description could be applied to a programme the following morning, "Shopping
with Elizabeth Allen" - the difference being that the latter was an Ad Mag.
Aware of
the costs involved in producing advertisements to fill 'natural breaks', the ITA
allowed contractors to produce their own narrative pieces where advertisers paid
for their products to be shown. This was a benefit for small advertisers,
who could afford 30 seconds of Ms Allen talking about their product, but not a
30-second spot commercial.
Now
familiar from endless hours of satellite home shopping channels, these Ad Mags
were regarded with some suspicion in government at the time, being within in the
bounds of the Television Act but against the spirit. Nevertheless, it took
almost a decade before they were banned by act of parliament.
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