This might just be the coolest thing we have ever seen

If you’re going to try to get recalcitrant viewers to pay their licence fee, you can browbeat them and threaten to take them to court, even if they have no TV and have no intention of ever having a TV. That is the heavy-handed method adopted by the BBC.

Or you can go the way of Sweden, where the licence fee funds three public-service broadcasters. There they have produced a staggeringly clever video into which you can insert your own picture, or that of somebody you know. Our example has a friend dear to our heart but, at the end of the video, there are clear instructions how to use a photo of your own.

If it seems that it is taking a very long time to load, do stick with it. We think you’ll think it worthwhile.