Television had, until recently, a social and cultural purpose. The BBC, and to a lesser extent ITV and Channel 4, were committed by the legal instruments establishing them 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 the effects of this and consider whether anything can be done to maintain the standards and quality of television at a time of unlimited competition.