The creation of Channel 4, with its remit for the non-mainstream, was emblematic of a wider shift in television, where the cosiness and perceived traditionalism of the previous decade began to be challenged. This alternative sensibility also began to shape British cinema as Channel 4 began to invest in film at a point when UK film production had fallen greatly. Later in the decade, the government relaxed its policy towards foreign investment, providing a shot in the arm for the film industry. Video games steadily took a hold on the public’s imagination and games began to be targeted at older audiences. BAFTA branches were established in Wales, Scotland and Los Angeles.

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