"I was somewhat amused when I picked up the Radio Times this morning and saw that the BBC had christened the new programme the 'Third Programme'. Apparently the BBC is afraid of the word 'Cultutral' and neither 'Serious' nor ' Heavy' appealed. It is curious how English people are afraid of being serious, and how culture is regarded as somewhat priggish. The 'Third Programme' is a title which is certainly safe, but very colourless."
George Taylor, 26th September 1946 Mass Observation diary.
Our Hidden Lives: the Remarkable Diaries of Post-War Britain Simon Garfield
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