**Intact Gift Giving Condition book**

Yet Williams' analysis of television's history, its institutions, programmes and practices, and its future prospects, remains remarkably prescient. Television: Technology and Cultural Form was first published in 1974, long before the dawn of multi-channel TV, or the reality and celebrity shows that now pack the schedules. Williams stresses the importance of technology in shaping the cultural form of television, while always resisting the determinism of McLuhan's dictum that 'the medium is the message'. If the medium really is the message, Williams asks, what is left for us to do or say?