SIR,-We were sorry to see that both your contributor, Mr. Parkhurst, and your own footnote (November 27) used the phrase "sponsored television." It has been made quite clear by the Government that they do not seek to introduce sponsored television into this country. Sponsorship means that the advertiser himself puts on his own programmes, plugging his wares wherever he so wishes. Competitive television on the other hand means that independent programme companies will be responsible for all that is transmitted, merely selling a little advertising time before and after the prograMmes in just the same way as newspapers sell space.
Ronald Simms, Secretary Popular Television Association, 78 Buckingham Gate, London, S.W.I.
We cannot admit that the distinction is important. So long as advertising revenue is the main source of revenue it will be necessary to attract that money by ensuring that programmes have the widest possible appeal. This, in (lea, means giving a "Daily Mirror" standard, for that paper has shown the relationship between standards of publicity and a mass circulation. Only if advertising is incidental to the work of a corporation whose main revenue is otherwise obtained can it be innocuous,Editor, CATHOLIC HERALD,