Television had, until recently, a social and cultural purpose. In Britain, the BBC, ITV and Channel 4, were committed to develop and maintain these purposes. With the enlargement of the range of choices for viewers by digital television and the provision of access to cable and satellite TV and the Internet, the role of the terrestrial television channels is being diluted. The authors examine these effects and consider what can be done to maintain the standards and quality of television at a time of unlimited competition.