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In page That Was the Week That Was:

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Historians have identified TW3 as breaking ground in comedy and broadcasting. Graham McCann said it challenged the "convention that television should not acknowledge that it is television; the show made no attempt to hide its cameras, allowed the microphone boom to intrude and often revealed other nuts and bolts of studio technology."[3] In the 1960s, this was unusual and gave the programme an exciting, modern feel.[4] TW3 also flouted conventions by adopting "a relaxed attitude to its running time: loosely structured and open-ended, it seemed to last just as long as it wanted and needed to last, even if that meant going beyond the advertised time for the ending [...] the real controversy of course, was caused by the content."[3]