His Master's Voice is a satirical comedy series on BBC Radio 4.
It is set in the office of a Conservative magazine called "The Blue Touch Paper" owned by South African media mogul Lord Malan (Robert Hardy).
To revive its failing sales, Malan hires a new editor Keith (Tony Gardner), who was previously the "token Tory" at the left-wing Guardian (and is thus nicknamed "Toynbee", after Polly Toynbee from the Guardian, by Malan).
Much to the discontent of Malan and Anna, Keith then moves the magazine away from its traditional hard-right standpoint to views more in line with David Cameron's new "caring Conservatism", such as environmentalism.
However, their attempts usually backfire, with Keith's brand of conservatism increasing rather than decreasing the readership.