The 1938 Radio Olympia in London was the last pre-war radio and television exhibition to complete its full run. This show displayed the second generation of television receivers from most UK manufacturers, and the goal for most of them was to bring down the price of their receivers and encourage buyers.

The Cossor 437T is one example. It is a simple tabletop model television designed for people who already had a satisfactory radio receiver. It was priced at 45 guineas and included 12 months maintenance.