Synopsis
It is set in the office of a Conservative magazine called "The Blue Touch Paper" owned by South African media mogul Lord Malan (Robert Hardy). To revive its failing sales, Malan hires a new editor Keith (Tony Gardner), who was previously the "token Tory" at the left-wing Guardian (and is thus nicknamed "Toynbee", after Polly Toynbee from the Guardian, by Malan). This angers Anna (Amelia Bullmore), the magazine's political commentator (and its acting editor for the last 3 months), who had been hoping to become full editor.
Much to the discontent of Malan and Anna, Keith then moves the magazine away from its traditional hard-right standpoint to views more in line with David Cameron's new "caring Conservatism", such as environmentalism. Anna, Malan and hard-right Tory backbenchers therefore try to ensure that Keith fails to make a success of the paper, often using Malan's three other national papers to do so. However, their attempts usually backfire, with Keith's brand of conservatism increasing rather than decreasing the readership.
Read more about this topic: His Master's Voice (radio Series)