David Blunkett defends the use of soap operas in the campaign

The National Year of Reading, which will run throughout the current school year, will see a rolling programme of events to promote the written word.

Organisations including booksellers, libraries, the media and local authorities will all work to encourage increased reading among children and adults.

The Education Secretary, David Blunkett, kicked off the National Year of Reading on the set of EastEnders - one of a number of soap operas that has agreed to introduce plots supporting the literacy initiative.

An advertising campaign will encourage fathers to read with their sons

A £1.8m advertising campaign designed to encourage parents to read with their children - in particular, fathers to read with their sons - is another key part of the reading drive.

Mr Blunkett said he would also be providing an extra £24m to schools to buy books - £1,000 for each school in England with more than 100 pupils. Those with fewer than 100 pupils will receive £10 per pupil.

Mr Blunkett said he was hoping to transform the nation's attitude towards reading.

"If we can see a discernible shift in people's habits, we'll be very glad indeed. It will show up in terms of people borrowing or purchasing more books."

The BBC's Mike Baker looks at what lies ahead in the National Year of Reading

He said his own interest in reading had been awakened as a child when he discovered the works of Jack London. It was important to emphasise that reading was a pleasure, not a chore, he said.

Improving levels of literacy is a key government policy. Ministers want to see 80% of all 11-year-olds reaching the standards expected of their age in English by the year 2002. Around 60% reach that target at the moment.

There is also concern about adult literacy, with more than 8m adults of working age having poor or non-existent reading skills.

'Orwellian'

But the Tories are attacking the government's use of soap operas in the campaign.

The party's culture spokesman, Peter Ainsworth, said: "This new government intervention into the world of TV soap operas is a well-intentioned but slippery road.

"Literacy is a very important cause but the precedent this sets is very dangerous. This is an Orwellian nightmare which the viewer would find laughable and the licence payer would reject as propaganda on the telly.

"What will we see next? Coronation Street used as a platform to promote the Euro? Brookside as a vehicle for the New Deal? Or Emmerdale feeling the pressure from the government to promote health policies?"