Verity Lambert addresses the question ‘What can we do to preserve quality?’ in the context of a broadcasting system experiencing deregulation, reflecting both government policy and the emergence of multichannel broadcasting. Lambert begins with definitions but acknowledges that the notion of ‘quality’ is contested. She suggests that money is central since it allows high production values, well-researched programmes, a good programme mix and funds innovation, risks and the occasional mistake. Lambert claims ‘you may not know it [quality] when you see it, [but] you certainly know it when you don't’.

The inclusion of a ‘quality threshold’ in the Broadcasting Act 1990 is a significant amendment, but, additionally, the ITC must hold ITV companies to their programming commitments, especially the production and airing of documentaries and current affairs in prime time and the BBC and Channel 4 must ‘not lose their nerve’ when confronted by falling ratings.

Lambert concludes by considering the role of programme-makers (inhouse and independents) in sustaining quality: her focus is on independent production. Establishing an association for independents would help eliminate the fragmentation and competition between them which can reduce programme quality. Independents also require ownership of the rights in their programmes, an independent mechanism for evaluating a fair price for programmes and guaranteed access to the network. If deregulation and a freer market are to co-exist with quality programming it will require programme-makers to refuse ‘to compromise or lower standards’ but also to ‘seize the opportunities that are there’.