Minimum
The idea of television, the act of watching television kills the imagination. It's not like radio, with radio you had to listen, had to make things, you had to build things in your mind. Movies do that. Television is something else again. Television lays it all out there in a very prescribed way and the bare minimum of imagination on the part of the viewer is needed and I really fear for all of us.
--Harlan Ellison (May 27, 1934 - June 28, 2018)
Interview in 1979, quoted in "The Online Copywriter's Handbook" (2002) by Robert W. Bly