Abstract This essay intends to discuss the following statement; Digital Broadcasting will have a fundamental effect on viewing patterns, popular culture and audience identity. This will be done firstly by looking at the history of the BBC and the original intention of Public Service Broadcasting. It will discuss how by John Reith’s successful approach to broadcasting, the BBC became a National Institution creating popular culture and a National Identity. It will examine how these …showed first 75 words of 3094 total…

…showed last 75 words of 3094 total…Tim 1994 ‘Key Concepts in Communication Studies’ London; Routledge PRICE, Stuart 1993 ‘Media Studies’ Harlow; Longman STRINATI, Dominic 1992 ‘Popular Media Culture’ London; Routledge TULLOCH, Sarah 1996 ‘Complete Word Finder’ Oxford; Readers Digest Websites ‘BBC Digital’ http://www.bbc.co.uk ‘Pay TV Company British Digital Broadcasting...’ http://www.itn.co.uk/business/bus http://www.sky.co.uk Periodicals ‘Put Quality 1st, Smith to warn BBC’ Daily Mail - Monday 12 April 1999 ‘Sky Facts 1999’ British Sky Broadcasting Group PLC