Identities have taken new forms, signs, symbols and to some extent, they are blurred in the maze of a stronger world identity. They do not represent 'state-endorsed geographical identity' any more and they have moved on with the present mindboggling social and political mobility and environmental issues. All nations are adjusting to diversity now and identities have become all-inclusive. So, keeping with the time, British identity too has become an opaque concept, despite BBC declaring that Prime Minister Gordon Brown's recent speech promotes Britishness. National identity can be one of the most important component of a sense of self, which is necessary to feel belonged. National identity should be a positive factory and should never be a fanatical, regressive factor that would not allow people to move forward. Surveys say that national identity is not very important to British people any more. "That does not mean that fewer of us think of ourselves as British than before - although, as in the past, a striking one in three of us still do not. It means that Britishness is becoming less important to the majority. It is a rum kind of national identity that means so little to so many" saya Guardian. http://www.guardian.co.uk/britain/article/0,,1997381,00.html
National identity, a delicate issue that has to be guarded by the broadcasters, has thinned down in recent years, due to globalised dimensions of the broadcasters. The identities could be localised, regionalised or nationalised, or in the case of Britain and other European countries, to some extent, the identities are europeanised in recent years. In addition, smaller minorities have become louder with their new found identities that have to be reflected on television. "Satellite television may shrink the world, but it also allows smaller communities to speak to and for themselves, to bypass or challenge larger and more powerful nation-states and their omnipotent ideologies" Creeber (2004).
It is important to assess the depth of national identity portrayed in the television channels of United Kingdom. There is always a continuation of historic enduring, going back for several centuries of culture, art, music, politics, ways of living, cuisine, evolution of language, and literature to back up this identity. National identity needs not a blatant, belligerent show on every frame; instead it could be a subtle sense of belonging that needs a special understanding to catch.
"The role of the media has..had a massive effect on identity. The great unifiers built up in the beginning of the century to ensure a common and shared culture for the British people have been rapidly undermined. The growth of satellite and digital will be the death knell of a society that watches the same programmes and absorbs the same information everyday" Leopald (1997, p.30). Television broadcasting has changed beyond recognition and this could be truly identified only if both the ends could be compared. "To Grasp its transformation, we need a more flexible conceptualization of the relationship between time, media and national identity, than the one which uses as its paradigm the role of the BBC in its early years through its broadcasting of