Hi Capt Slaphead (love it!)
I think you are correct in saying he will have to account for VAT at the cost price of the TV....see this section of VAT 700 guide:-
2.1 Free gifts of goods for no consideration
If goods on which you have an entitlement to input tax are given away and there has been neither monetary nor non-monetary consideration (see section 3), you must account for VAT on their cost value, unless the cost to you is £50 or less and it does not form part of a series or succession of such gifts to the same person. For more about cost value, see Notice 700 The VAT Guide.
Pauline
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