THE world's longest-running radio serial has been given an award for the most realistic use of technology.

Radio 4's The Archers - which has connections with Worcestershire pub The Old Bull at Inberrow and Hanbury Church - beat off competition from the likes of Eastenders and Hollyoaks to be named the most techno-literate soap by electrical giant Dixons.

Stuart Carson, marketing director of Dixons, said soap characters tended not to use technology realistically.

"Although the storylines are heightened, part of the appeal of a good soap is that it replicates real life," said Mr Carson.

"Many of us rely on mobile phones, PCs and hand-held computers so it's natural that soap characters would do, too.

"However, most characters are artificially shy of technology.

"In some moments of high drama the audience must wonder why characters don't give each other a call and sort a problem out."

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In the past few months, storylines for the fictional village of Ambridge in Borsetshire have included Kenton Archer's plans for an internet caf, Nigel and Elizabeth Pargetter's software conference and Jennifer Aldridge's Ambridge website.

Evesham resident Mike Shaw who starred in the early days of The Archers said behind the scenes, the show was far from technologically advanced.

"In those days almost everything was ad hoc," said Mr Shaw.

He joined the show in 1956 playing the character Charles Grenville who took over the Fairbrother Estate.

But after the producers failed to find a voice double when Mr Shaw announced he was leaving, his character died of a brain haemorrhage in 1964.

Mr Shaw recalled the show began life as semi-educational programme for farmers.

"They really tried to bring the farmers up-to-date," said the 71-year-old.

"They might have a storyline about a form for corn yield that had to be sent in and then all the farmers would remember their forms were still on the mantelpiece.

"The Archers is still the longest-running soap in the world, much to the annoyance of the Americans."