§ First, I propose to look to expenditure on television advertising for a modest contribution to the Exchequer. I am, therefore, proposing a duty of 10 per cent. on the charges made by the television programme contractors for the insertion of advertisements in programmes broadcast on or after 1st May. Provision will be made to enable existing contracts to be amended to take account of the duty. I estimate the yield at £7 million this year and £8½ million in a full year.
§ Because of my minority report as a member of the Beveridge Committee on Broadcasting, I feel that I have a certain personal responsibility for the introduction of commercial television. If I may mix up my metaphor, I am sure that those concerned with the payment of the duty will not mind too much being bitten by the hand which originally fed them.