Rediffusion
Rediffusion was a British communications and broadcasting business that pioneered wired radio and television distribution and later operated broadcasting, electronics, rental and overseas media businesses.
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Overview
Rediffusion was a British communications and media business built around the redistribution of radio and television signals through wired relay networks. It began as Broadcast Relay Service Limited in 1928, addressing the practical problem of poor radio reception by delivering selected broadcasts to subscribers through cables. The name Rediffusion referred to the idea of broadcasting a signal again. Customers generally used a simple selector and loudspeaker rather than a conventional radio tuner. The business soon expanded beyond signal distribution. It manufactured, rented and sold radios and television sets, and developed an early form of cable television known as “Piped TV.” After television broadcasting resumed following the Second World War, Rediffusion benefited from the rapid growth of household television ownership. Its relay networks were installed in many British towns, while its retail operations sold and rented televisions, radios, video recorders and hi-fi equipment. Rediffusion also became an international operator. The first overseas service associated with the business was established in Barbados in 1934, followed by operations in Malta and other territories with links to the British Empire. Through Overseas Rediffusion, the group operated or supported radio and television services in places including Barbados, Hong Kong, Singapore, Malaysia, Thailand, Sierra Leone and Liberia. Rediffusion Television in Hong Kong later became associated with Asia Television. Its most prominent broadcasting venture was Associated-Rediffusion, formed with Associated Newspapers after the Television Act 1954 created the framework for commercial ITV in the United Kingdom. Associated-Rediffusion became the first ITV franchisee to begin broadcasting, launching the London weekday service on 22 September 1955. After Associated Newspapers reduced its stake, the business was renamed Rediffusion London in 1964. In 1967, the Independent Television Authority required it to combine with ABC Weekend TV, creating Thames Television. Rediffusion retained a substantial minority interest in Thames, while ABC received control. The Rediffusion group also operated substantial industrial and technological businesses under the Redifon name. Redifon companies produced telecommunications equipment, flight simulators and computers. Rediffusion Computers developed minicomputers, Unix servers, microcomputers, videotex systems and specialist enterprise applications. Under Michael Aldrich, the computer business pursued online shopping systems and other forms of electronic commerce during the early 1980s. In 1984 it underwent a management buyout and became ROCC Computers. By the 1980s, the original wired relay model was under pressure from newer cable networks, broadcast television and changing consumer technology. British Electric Traction, which had acquired full ownership in 1983, began disposing of businesses and overseas interests. The television and appliance rental operation was sold to Granada Rentals in 1984, while cable assets were subsequently sold to Maxwell Communications and other operators. Redifon Simulation was sold to Hughes Aircraft in 1988 and later passed through Thomson-CSF and Thales-related ownership. The historic Rediffusion operations were consequently broken up rather than continuing as one integrated group. The Rediffusion name has nevertheless survived in later commercial uses, including consumer electrical products in China and LED televisions in the United Kingdom. These later uses should not automatically be treated as a continuation of the original British relay and broadcasting company, whose historical operations largely ended during the divestments and restructuring of the 1980s.
History
Rediffusion originated in March 1928 as Broadcast Relay Service Limited, established for Joshua Powell. Its first major service began in Hull in January 1929, when the company used wired distribution to retransmit radio programmes to homes that struggled to receive weak broadcasts. Subscribers could select channels using a switch connected to a loudspeaker. This approach avoided the need for each household to own a technically capable receiver and established the commercial logic behind the Rediffusion name. The company expanded into manufacturing, selling and renting radio receivers, including equipment adapted for its relay services. During the 1930s it also entered television manufacturing and began supplying Piped TV, although British television transmissions ceased during the Second World War. Rediffusion's first overseas operation was established in Barbados in 1934. A Maltese company began transmissions from Hamrun in November 1935, making Malta another early international market. After the war, Rediffusion benefited from the revival of television broadcasting and the spread of television ownership. British Electric Traction acquired a substantial minority interest in 1947, took control in 1967 and acquired the remaining equity in 1983. BET's financial resources supported the expansion of relay networks, television sales and rentals. Rediffusion installed systems in London and other British towns, commonly using multiple twisted-pair cables in which each pair carried a separate radio or television channel. The domestic equipment was simplified because tuning was performed by the network rather than by the television set. The company also developed overseas broadcasting and relay activities. Overseas Rediffusion operated stations and sold advertising and programming in a range of territories. These activities included radio services in Barbados, Singapore, Malaysia, Malta, Thailand, Sierra Leone and Liberia, as well as Rediffusion Television in Hong Kong. The Hong Kong service later became Asia Television. Rediffusion established a Jersey operation in 1949 and a related manufacturing and research business, Television Research Limited, in 1952. That company was renamed Reditronics in 1976. The 1954 Television Act created the basis for commercial ITV. Rediffusion joined Associated Newspapers to establish Associated-Rediffusion and won the London weekday franchise. Broadcasting began on 22 September 1955. The business initially lost money heavily, prompting Associated Newspapers to sell most of its interest back to BET and Rediffusion in 1956. A commercially important arrangement with Granada Television helped provide Granada with financial support while directing most future profits from the arrangement to Associated-Rediffusion. In 1964, Associated-Rediffusion adopted the name Rediffusion London. Rediffusion's success and financial strength contributed to a major restructuring of ITV in 1967. The Independent Television Authority directed Rediffusion London to merge with ABC Weekend TV. The resulting Thames Television received the new weekday London franchise, with Rediffusion holding 49 percent and ABC holding control. Rediffusion's original cable activities continued separately. The company experimented with community programming, including Bristol Channel from 1973 to 1976, and tested an optical-fibre system in Hastings in 1976. The industrial side of the group operated under the Redifon name until 1981. Redifon had been established in 1948 as a manufacturer of naval and telecommunications equipment, and it later became active in flight simulation and computing. Redifon Computers began with analogue computers for simulator control and expanded into minicomputers, Unix servers, microcomputers, enterprise accounting, videotex and data-capture systems. Michael Aldrich joined as marketing director in 1977 and became managing director and chief executive in 1980. The company developed online shopping systems during the early 1980s, as well as applications involving postcode data and cheque-signature recognition. It became Rediffusion Computers in 1981 and was separated through a management buyout in 1984, becoming ROCC Computers. Redifon Flight Simulation was renamed Rediffusion Simulation in 1981 to use the better-known group name. It was sold to Hughes Aircraft in 1988, retained the Rediffusion name for a period, and was later transferred to Thomson-CSF, where it became part of Thomson Training & Simulation. The fixed-wing business subsequently passed to the L3 Group. The original relay model weakened during the 1980s as broadcast television, newer cable networks and changing consumer habits altered the market. BET sold the Rediffusion rental chain to Granada Rentals in 1984. Reditronics Jersey was sold in 1986 and ceased trading in 1987 after the loss of related contracts. Jersey's cable network was sold in 1988. Other overseas interests and cable assets were also divested, including assets sold to Maxwell Communications. By the end of the decade, Rediffusion no longer operated as a single integrated communications group. The name continued to have residual cultural importance. In 1991, the Hong Kong branch, then operating as Asia Television, returned copies of all four episodes of the Doctor Who serial The Tomb of the Cybermen to the BBC; the episodes had been believed lost for approximately fifteen years. The Rediffusion name has since been revived in some consumer-electronics applications, including products in China and LED televisions in the United Kingdom. Those later branding activities are distinct from the historical British relay-network and broadcasting group unless a specific corporate connection is documented.
- 1991
Asia Television returns The Tomb of the Cybermen
[1]The former Hong Kong Rediffusion operation returned copies of all four episodes of a Doctor Who serial to the BBC.
- 1988
Major Rediffusion businesses are divested
[1]Rediffusion Simulation was sold to Hughes Aircraft and the Jersey cable network was sold to Jersey Cable Limited as the wider group was broken up.
- 1984
Rental business is sold and Rediffusion Computers is bought out
[1]Granada Rentals acquired the rental operation, while Rediffusion Computers became ROCC Computers following a management buyout.
- 1983
BET acquires full ownership
[1]BET acquired the remaining 36 percent of Rediffusion's equity.
- 1981
Redifon businesses adopt Rediffusion names
[1]Redifon Simulation and Redifon Computers were renamed or repositioned under the Rediffusion name as BET sought to capitalize on brand recognition.
- 1975
Maltese assets are transferred to the government
[1]After a labour dispute and negotiations, Rediffusion and the Maltese government agreed to transfer the company's Maltese assets to the state.
- 1967
BET takes control and Thames Television is formed
[1]BET acquired control of Rediffusion, while the ITV regulator required Rediffusion London to combine with ABC Weekend TV to form Thames Television.
- 1964
Associated-Rediffusion becomes Rediffusion London
[1]The London ITV franchise operation changed its name to Rediffusion London.
- 1962
Rediffusion television service launches in Malta
[1]Rediffusion Malta inaugurated a television service covering the Maltese islands on 29 September.
- 1955
Associated-Rediffusion starts ITV broadcasting
[1]Associated-Rediffusion began the London weekday ITV service on 22 September, becoming the first ITV franchisee to go on air.
Products and positioning
Rediffusion historically positioned itself as an accessible communications utility: it solved reception problems, delivered selected radio and television channels to homes, and combined network services with equipment sales and rental. At its height, the wider group also presented itself as an international broadcaster and technology supplier. Later uses of the name have been associated with consumer electronics rather than the original relay-network business.
Wired radio distribution · 1929
Rediffusion Cable Radio
Rediffusion's original service retransmitted radio broadcasts through wired networks. Subscribers typically selected a channel using a rotary switch and listened through a dedicated loudspeaker. The system was designed for households that experienced poor reception from conventional radio broadcasts and initially carried BBC services. It established the company's core identity as a signal-relay provider.
Cable television distribution · 1930
Rediffusion Piped TV
Piped TV was an early cable television model in which Rediffusion delivered television channels to homes through a dedicated wired network. Subscriber equipment could be simpler than a normal television because channel selection took place through the network. Rediffusion installed such systems in many British towns, but the company abandoned the model by the end of the 1980s as newer cable and broadcast technologies developed.
Consumer-electronics rental
Rediffusion Television Rentals
The Rediffusion retail chain rented and serviced televisions, radios, VCRs and hi-fi equipment. It became a familiar high-street business in the United Kingdom, especially as television ownership expanded and colour broadcasting began. The operation was sold to Granada Rentals in 1984.
Commercial television broadcasting · 1955
Associated-Rediffusion
Associated-Rediffusion was the joint venture through which Rediffusion entered the ITV system. It held the London weekday franchise and began broadcasting in 1955. The operation was renamed Rediffusion London in 1964 and was later combined with ABC Weekend TV to create Thames Television.
Flight simulation · 1948
Redifon Flight Simulation
The Redifon industrial businesses developed flight-simulation equipment and related control systems. The simulation business was renamed Rediffusion Simulation in 1981, sold to Hughes Aircraft in 1988, and later became part of Thomson Training & Simulation before subsequent ownership changes.
Business computing · 1981
Rediffusion Computers
Rediffusion Computers produced analogue computers for simulator control before moving into minicomputers, departmental Unix servers, microcomputers, videotex systems and specialist data-capture and accounting applications. The company also developed online shopping systems and postcode-based applications. In 1984 it was separated from Rediffusion through a management buyout and became ROCC Computers.
Marketing campaigns
- 1976Hastings optical-fibre trial
United Kingdom
Rediffusion tested an optical-fibre system in Hastings as part of its experimentation with new forms of cable distribution.
Outcome. The trial did not prevent the eventual decline and divestment of the group's traditional cable operations.
- 1973Bristol Channel community television experiment
United Kingdom
Rediffusion experimented with a local community television station in Bristol, reflecting its interest in using cable infrastructure for locally oriented programming rather than only retransmitting national channels.
Outcome. The Bristol Channel experiment operated from 1973 to 1976.
- 1955Associated-Rediffusion ITV launch
United Kingdom
Rediffusion used its London weekday ITV franchise to launch commercial television broadcasting in Britain. The initiative extended the brand from relay distribution into original broadcasting and advertising-supported programming.
Outcome. The service went on air on 22 September 1955 and later became Rediffusion London before being combined into Thames Television.
Brand decisions
1988
Divest cable and simulation operationsStrategyBackground
New cable networks and broadcast technologies weakened Rediffusion's traditional relay model, prompting British Electric Traction to retreat from the sector.
Action taken
Major assets were sold or transferred, including Rediffusion Simulation to Hughes Aircraft and the Jersey cable network to Jersey Cable Limited.
Aftermath
The historical Rediffusion group was fragmented and ceased to function as a unified operating business.
1984
Sell the Rediffusion rental chain to GranadaM&ABackground
The consumer-electronics rental business operated in a market increasingly shaped by changing ownership patterns and technology.
Action taken
Granada Rentals acquired Rediffusion's television and equipment rental operation.
Aftermath
The rental business was separated from the wider Rediffusion group.
1984
Approve the Rediffusion Computers management buyoutM&ABackground
Rediffusion Computers had developed a distinct technology business spanning computing, videotex and early online-shopping systems.
Action taken
Michael Aldrich led a management buyout and renamed the company ROCC Computers.
Aftermath
The computer operation left the Rediffusion group and continued under independent ownership.
1981
Rebrand Redifon industrial businesses as RediffusionStrategyBackground
British Electric Traction sought to use the better-known Rediffusion name across its capital-goods and technology activities.
Action taken
Redifon Simulation and Redifon Computers adopted Rediffusion naming.
Aftermath
The businesses were later sold or separated as the group withdrew from several technology and communications activities.
1967
Accept the formation of Thames TelevisionM&ABackground
The Independent Television Authority reorganized ITV franchises and required Rediffusion London to combine with ABC Weekend TV.
Action taken
Rediffusion London merged with ABC Weekend TV to form Thames Television, with Rediffusion retaining a 49 percent interest.
Aftermath
Thames received the new weekday London franchise, while Rediffusion ceased to operate as the standalone London ITV franchise holder.
Recent events
Reported
Rediffusion launches ICYMI knowledge website[2]
Rediffusion launched ICYMI, a knowledge website for young advertising professionals and marketers covering technology, innovation and creativity.
- Unconfirmed
Reported
Mogae Consultants acquires Rediffusion[3]
Mogae Consultants acquired advertising agency Rediffusion from its cofounders in a deal reported to be worth about Rs 100 crore. The transaction also included Everest Advertising, Rediff Health and Rediff Direct.
Sources3 sources
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