Pam Masters, whose death has been announced, was probably the single most important person in the story of modern British television presentation.
As Channel 4’s first head of presentation she helped give the upstart channel with a seemingly random selection of programmes its on-air identity.
She commissioned the iconic Channel 4 idents designed by Martin Lambie-Nairn and took responsibility for the channel’s promotion strategy.
Her professionalism helped establish the channel and build its reputation.
By all accounts, some of the problems in the early days required a seasoned professional who could be calm under pressure.
Some independent producers, allegedly, didn’t quite get the idea of sticking to slot durations. Others didn’t seem to understand the need to provide music reporting details.
Masters helped get all this sorted.
And, of course, she helped ensure the channel came together smoothly on air – despite some initial problems with a revolutionary computerised transmission system.
She took the view that because many of C4’s programmes were unfamiliar or unconventional, Presentation should be much more straightforward.
Yet C4 also established its own character. I used to think of C4 Presentation in the 80s as being like the BBC’s but with a sense of humour and occasional mischief.
In 1988 she returned to the BBC and brought with her concepts she’d developed at C4.
BBC networks were properly branded for the first time. More data was used to decide how to place promotions to maximise their impact.
Later, Presentation became a business unit able to win outside clients – proof an excellent service could win business and cash for the BBC to reinvest.
Perhaps inevitably it was sold off and became Red Bee Media. While Red Bee was a huge success, there will be those who thought the BBC was selling off the family silver.
Pam Masters spent almost her entire working life in Presentation. She worked her way through the ranks and as a manager knew what jobs actually involved.
She was also one of the most senior women in television.
Her name may not have been known to those of us who appreciated Presentation when we were growing up. But we owe her thanks.
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PICTURED: Pam Masters. COPYRIGHT: Pam Masters.
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