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Today's jumping off point is a slither of audio from 1935.

A sports commentator, a tennis match.

Greg Jenner seeks guidance from writer and inveterate tennis fan Geoff Dyer, and then turns to Angela Carroll of Leeds University Business School, an expert on celebrity endorsement.

Marking the centenary of the ³ÉÈËÂÛ̳, Past Forward alights somewhere in the ³ÉÈËÂÛ̳'s vast archive over the past 100 years. Public historian Greg Jenner hears an archive clip for the first time at the top of the programme, and uses it as a starting point in a journey towards the present day. The archive captures a century of British life in a unique way - a history of ordinary people’s lives, as well as news of the great events. Greg uncovers connections through people, places and ideas that link the archive fragment to Britain in 2022, pulling in help from experts and those who remember the time – and sometimes the speakers themselves, decades later - along the way. What he discovers are stories, big and small, that reveal how the people we were have shaped the people we have become.

Producer: Martin Williams