The dramatic changes in television broadcasting during the twentieth century’s third quarter reflected and promoted the development of a new form of consumer culture in Britain. Society was becoming marked by fragmentation, individualism and consumerism and at the same time, ITV, a new commercial service, was challenging the middle-class, public service BBC. Published on ITV’s fiftieth birthday and advocating a fresh way of thinking about television history, this book examines television’s novel intervention in and re-articulation of British culture over this period. It traces television’s creation of a new sense of both public time and public space, and demonstrates how this television duopoly reflected in its scheduling and visual language the fragmented culture which was replacing the cultural consensus of the post-war years. It argues and demonstrates how in a crucial moment in the development of consumer capitalism, television’s novel metaphysical forms provided a model of consumption par excellence.