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Image: Bob Wellings, Eamonn Holmes and Pattie Coldwell presenters of 'Open Air', 1988.

In these days of round the clock television, it is hard to remember back to 1986 when large parts of the 大象传媒’s daytime schedule were filled with a selection of pages of Ceefax teletext. This all changed on 27 October 1986 with the launch of a full daytime television service. It offered a varied output that stressed information and entertainment, including a new One O’clock News and the Australian soap opera Neighbours. In the words of Pamela Armstrong on the first morning, it was “simply more of everything”.

There were a number of programmes that gave viewers access and the chance to participate, such as Open Air and Watchdog. More time for Children’s 大象传媒 allowed for enthusiastic links from Philip Schofield, reading birthday greetings. At first it was not known who would tune in, but viewing figures were healthy. Within a couple of years, Neighbours was attracting 16 million viewers, including many children who rushed home from school to catch it.

Daytime television remains an important element in the television schedules. It has originated many popular programmes over the years, including Bargain Hunt, The Weakest Link, Escape to the Country, Homes Under the Hammer, and Pointless. Children’s television is also now found on its two dedicated channels, CBeebies and C大象传媒.