"This exciting book goes to the heart of a creative commercial and public service culture - it shows why ITV matters and how it was made to work so well. A tremendous contribution." Professor Jean Seaton, University of Westminster "This is a valuable addition to studies of ITV's history and programming..." Tom O'Malley, Professor of Media Studies, University of Wales, Aberyswyth, and Co-Editor of "Media History." Since breaking the BBC's monopoly...