Amser Te

The format was a general interest magazine programme, which featured a regular cookery item as a tail-end, hosted by Myfanwy Howell. The first show aired in January 1958.^[2] Directed to female viewers, the show turned into "an instant hit" in Wales, according to the scholar Jamie Medhurst.^[3]

Gwilym Roberts of Liverpool Daily Post praised Howell for "keeping all fidgets and fussiness from the viewer". Roberts continued, "She is outwardly calmness personified; she chats away in such a homely fashion that she could well be on an informal picnic but not before the all-seeing eyes of the cameras, and this reassuring style must be of the great possible help to her 'items,' the large majority of them without any previous television experience."^[2] The scholar Jamie Medhurst said, "The programme was a mix of studio-based and filmed items, and Howell's homely style of presenting endeared the audience to her."^[3] Many surviving recordings of the show are today kept in the archives of the National Library of Wales.