And on the philosophy: “Buying media online can be confusing and daunting, particularly for those with concerns around security and legality. I believe the BBC has a public service role to play in helping people to find older content, and in guiding those least familiar with purchasing media online. Acting as a ‘trusted guide’ is something that we take very seriously.”

Buyer’s Guide launches in the absence, of course, of Kangaroo, which was to be BBC Worldwide’s sell-through destination for old shows. This shows the public-service BBC bridging the gap to its commercially-available long tail in a similar way. Friend said the guides are launching after focus groups with audiences: “They reacted positively to the idea that the BBC should provide links to commercially available BBC content. In fact most participants were happy for the BBC to take a stronger commercial stance.” You can just feel the Department for Culture, Media and Sport select committee bristling at the suggestion - prevailing wind in policy circles says the BBC’s commercial activities (at least overseas) renewed pledge to offer more links to commercial news sites.