Ready Steady Go! (or simply RSG!) was a pioneering British rock/pop music television programme which used to air every Friday evening from August 1963 until 23 December 1966. It was conceived by Elkan Allan, head of Rediffusion TV. Allan's intention was to produce a light entertainment programme that broke away from the "bums and tits" style of light entertainment being transmitted by ATV, at that time. The programme was produced without scenery or costumes and with a minimum of choreography or make-up. Allan recruited a fellow journalist, Francis Hitching, as producer. Hitching was to become a major figure in the world of light entertainment in the '60s. Robert Fleming was the first director, followed by the distinguished documentary director Rollo Gamble then Michael Lindsey Hogg, Daphne Shadwell and Peter Croft.