Broadcasting (Oct 1931-Dec 1932)

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The NEWS MAGAZINE ofJpMTHE FIFTH ESTATE VOL. 1, NO. 1 WASHINGTON, D. C. MP OCTOBER 15, 1931 $3.00 PER YEAR — 15c A COPY The Commission Chairman Points With Pride By MAJ. GEN. CHARLES McK. S ALT Z MAN Chairman, Federal Radio Commission AS TOLD TO SOL TAISHOFF Calling Our Broadcasting Best in World, "The General" Urges Programs Improve Apace with the Technical Art THE FEDERAL RADIO COMMISSION Seated (left to right) — Commissioners Ira E. Robinson; Eugene O. Sykes, vice chairman; Maj. Gen. Charles McK. Saltzman, chairman; Harold A. Lafount, and W. D. L. Starbuck. Standing (left to right) — Col. Thad H. Brown, general counsel; Dr. C. B. Jolliffe, chief engineer, and James W. Baldwin, Secretary. THE United States is today the foremost radio country in the world. In considering the list of its radio achievements, its people can well be proud of the status of its broadcasting. The United States is the birthplace of broadcasting. In our technical research laboratories, our scientists have brought forth remarkable creations for I voice transmission. Our factories are producing the best radio equipment of the world. With this background and with a great wealth of program talent available, the progressive broadcasters of our country have made our broadcasting the best in the world. The past year has witnessed a remarkable improvement in reception in many parts of the nation due to the modernization of equipment. The hearty cooperation of progressive, far-seeing broadcasters in complying with the provisions of General Order No. Ill (regarding transmission requirements) is having a marked effect in many sections, with the benefits accruing not only to the listening public but to the broadcaster. Many progressive stations are already complying with General Order No. 116 (regarding frequency deviations) even though it does not officially become effective until next year. Due to these two regulations, 1932 will find recep i tion conditions in this country infinitely improved over previous years. MORE IMPROVEMENTS THE technical developments of the last five years are only the beginning. Our research technicians are still at work in the laboratory and will continue to bring forth devices and circuits for the further improvement of voice transmission. In the realm of I mathematics, the fundamental principles and natural laws are not only fixed but definitely known. Mathematical problems can accordingly be definitely solved. In the field of radio, the principles and natural laws are as fixed and immutable as those of mathematics but some of these laws are yet not definitely known to us because the radio art is very young. As the months and years roll by, these principles and laws are becoming better understood by the scientists who are studying the art. So, although the United States today stands far out in front in broadcasting, we must be on the qui vive for constant improvement and must live with the realization that the splendid transmitting devices and accessories of 1931, now regarded as the last word in radio equipment, may in a few years be looked back upon as haywire. Just as improvements are made in technical operation with better signals laid down in the service area, just so must program improvements be made to bring better entertainment to the homes of the listening public. In this regard, the broadcaster oftentimes finds himself sorely tried. In a metropolitan service area, for example, there is a class that desires nothing but the music of Philharmonic concerts, while another class clamors for jazz dance music. There is a class that wants high grade educational programs to the exclusion of all others, while another class wants nothing of that sort. The broadcaster cannot please all. It is difficult for him to please the majority. A time will undoubtedly come when certain stations will specialize on certain types of programs, but that time not having arrived, the average broadcaster, like the storekeeper, is left to wrestle with the problem of endeavoring to offer to his customers a stock of programs to meet the demands of a varied audience. However, whatever the nature of the program selected, the broadcaster must constantly strive to improve its quality. Improvements in program quality should keep pace with improvements in technical operation. In the case of a new facility like radio reaching into the very home life of our nation, it is inevitable that complaints will arise. When Alexander Graham Bell's first crude telephones were installed on telephone systems, the novelty of the wonderful invention soon wore off and many complaints were received as to the service rendered. The telephone company of today even with its wonderful equipment still receives complaints. The telephone company is constantly endeavoring to correct the practices which cause these complaints. The broadcaster, if he is wise, will do the same. ABOUT SALES TALKS ONE great source of complaint is in regard to advertising. So long as our country favors the competitive broadcasting of today as distinguished from monopolistic broadcasting, advertising must probably pay the bill and we shall listen to "sponsored programs." But there are sponsored programs and sponsored programs — programs in which the advertising is palatable, even interesting, and programs in which the sales talk is nauseating. I have in mind a program advertising a certain commodity in which the sales talk carried on by several actors is not objectionable but positively interesting. No one can object to it. Broadcasters, if they listen to the trend of public opinion, will commence to take steps to make these sales talks more palatable. The problem is theirs and not any official board's, and they should hasten to solve it. The complaints received by the broadcaster from his listeners are oftentimes sorely perplexing. In (Continued on page 2S) October 15, 1931 • BROADCASTING Page 5