1927 to 1939

The British Broadcasting Corporation came into existence on 1 January 1927, and Reith – newly knighted – was appointed its first Director General. To represent its purpose and (stated) values, the new corporation adopted the coat of arms, including the motto "Nation shall speak peace unto Nation".^[23]
British radio audiences had little choice apart from the upscale programming of the BBC. Reith, an intensely moralistic executive, was in full charge. His goal was to broadcast, "All that is best in every department of human knowledge, endeavour and achievement.... The preservation of a high moral tone is obviously of paramount importance."^[24] Reith succeeded in building a high wall against an American-style free-for-all in radio in which the goal was to attract the largest audiences and thereby secure the greatest advertising revenue. There was no paid advertising on the BBC; all the revenue came from a tax on receiving sets. Highbrow audiences, however, greatly enjoyed it.^[25] At a time when American, Australian and Canadian stations were drawing huge audiences cheering for their local teams with the broadcast of baseball, rugby and hockey, the BBC emphasized service for a national, rather than a regional audience. Boat races were well covered along with tennis and horse racing, but the BBC was reluctant to spend its severely limited air time on long football or cricket games, regardless of their popularity.^[26]

BBC versus other media

The success of broadcasting provoked animosities between the BBC and well established media such as theatres, concert halls and the recording industry. By 1929, the BBC complained that the agents of many comedians refused to sign contracts for broadcasting, because they feared it harmed the artist "by making his material stale" and that it "reduces the value of the artist as a visible music-hall performer". On the other hand, the BBC was "keenly interested" in a cooperation with the recording companies who "in recent years ... have not been slow to make records of singers, orchestras, dance bands, etc. who have already proved their power to achieve popularity by wireless." Radio plays were so popular that the BBC had received 6,000 manuscripts by 1929, most of them written for stage and of little value for broadcasting: "Day in and day out, manuscripts come in, and nearly all go out again through the post, with a note saying 'We regret, etc.'"^[27] In the 1930s music broadcasts also enjoyed great popularity, for example the friendly and wide-ranging organ broadcasts at St George's Hall, Langham Place, by Reginald Foort, who held the official role of BBC Staff Theatre Organist from 1936 to 1938; Foort continued to work for the BBC as a freelance into the 1940s and enjoyed a nationwide following.
Experimental television broadcasts were started in 1932, using an electromechanical 30-line system developed by John Logie Baird. Limited regular broadcasts using this system began in 1934, and an expanded service (now named the BBC Television Service) started from Alexandra Palace in 1936, alternating between an improved Baird mechanical 240 line system and the all electronic 405 line Marconi-EMI system. The superiority of the electronic system saw the mechanical system dropped early the following year.^[28]