Nickeodeon’s got a “Worldwide Day of Play” promotion today. The kiddie kable channel is airing nothing from noon to 3 p.m. except a logo for the promotion and the scrolling words (also read by a male announcer):

“Today is Nickelodeon’s Worldwide Day of Play! Turn off your TV, shut down your computer, put down that cell phone—yes, YOU!—and go ALL OUT! We’ll see you back here at 3.”

Just last nite, I was talking with my Scots drinking buddy about the early days of British TV, when both extant channels would shut down for long stretches of time every day, such as between 1 and 4 p.m. From my friend’s description, it seemed to have made the whole televisual ritual more special by being less ubiquitous.