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approach. Reith was viewed as taking a moralistic approach as an executive, aiming to broadcast "all that is best in every department of human knowledge, endeavour and achievement", and putting the programming in moral or ethical terms, advocating "a high moral tone" as "obviously of paramount importance". Reith succeeded in building a high wall against a more tabloid, free-for-all in radio aimed at merely attracting the largest audience (and advertising revenue). There was no paid advertising on the BBC; all the revenue came from a tax on receiving

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