Raymond Williams was an influential critic. In his book Television: Technology and Cultural form he proposed the term „flow‟ to describe the distinctive nature of television. In his trip to USA in 1970, he became aware of „continuous interruption‟ of advertising. British TV did not have such interruptions. He submits that TV transmission has an ongoing main narrative, which is constantly interrupted with advertisements and messages. Over a ** of time this continuous interruption becomes a part of the overall narrative and the audiences get used to it.
