Business screen magazine (1946)

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SOFTWARE continued cationall\ oriented . . . and ( nnce again ) more result oriented. Training and Internal Corporate or Inatiliitiomil Conmuinicalion in education and industry will heiiin to utili/c the videoreeord because of its qualities already mentioned. Not mentioned so far, however, is the fact that once the \ideorecord player is installed in a training situation, it can also be programmed to time share other messages such as electronic merchandising or entertainment. For e.vample, we are already working with a major insurance company where we will not only be sujipKing them with \ideorecoril hardware on a lease basis (thereby taking the justifiably difficult hard ware decision off their shoulders), but supplying them with our own \ ideorecord Club software that will be used by their agents when they are not viewing company-sponsored training and internal communication messages. EU't ironic i'lihllsliiiii; is an area of great cimcern at many publishing firms now. The question is: How soon should they enter the field, and in what areas of enduser interest? It's our belief that many of the home study and continuing adult education courses now available can be programmed to fit the \ideo record format. The learncr-viewci can start and stop the program will. I his feature, combined witl fast forward and reverse operation, o|X'ns the possibility for interactive self-paced instruction. The learner can be programmed to respond on and off-line workbook, progranmied text, three-dimensional manipulative oT real-time activity. All this without expensive computer-assisted devices! Enterlaiunu'iii. I saved it for the last. l-or it will be the last to surface in videoreeord terms. We cant really envisage existing "total entertainment" programming making it big via the \ideorecord during the early years. In the first place, the md Cassettes and Beyondie NITA president says industry ever happens with cassettes, now. By THOMAS F. HATCHER Manager, Learning Systems Equitable Life Assurance Society kccentU I attended a seminar on Video Cartridge, Video Cassette, and Video Disc Turmoil. In a few weeks the First International Cartridge TV. Videocassette. and Video Disc Conference will be held . . . and yet in both cases everyone is talking about the same thing ... a record of some event which, when placed in a device, can be played hack through a standard television receiver. So why don't we have early agreement that what wc arc talking about is a "videoreeord" regardless of what form it takes? Look at all the space we'll save! Why does business and industry have an interest in videorecords? Let's see if we can't develop rationale. Books like /f.vt' of Disconiintiiiy by Peter Drucker and i'utiirc Slunk by Alvin Toffler make us acutely will play a vital role in whatbut suggests going slowly for aware liial change is occurring at an ever increasing rate. Probably due to this and the computer, we have more information and knowledge tiian ever before developing at an ever increasing rate. Furthermore, the pace of change forces on us as individuals a need to know at an ever increasing rate. No longer can we alTord to deal with these situations in the traditional manner of moving people to the information, such as classroom instruction, large conferences, meetings, etc. We must find an elTective way of moving visual information, supported with audio, to the individual, where he wants it. when he needs it. In many cases in business and industry this means from a headquarters location to many detached offices, or from a central location to individuals wurkinu in the field Meet the Author Thomas F. Hatcher is manaRer of learning systems for The Equitable Life Assurance Society of the U.S., and current president of the National Industrial Television Association. At Equitable, he is responsible for the development and installation of new communications and learning programs using electronic support systems. A graduate of New York University, he is also a member of the American Society for Training and Development. AECT. NVCA, NAEB This covers a range of people such as salesmen, managers, engineers, maintenance men. service personnel, dealers, distributors, plant ofH erators, and many others. What is it these people need to know? Generally, I think it can all be covered in six areas. I consider a company is maximizing the potential of video when it is efTectively producing programs in all six areas. A dministrative communicalions is any communication of an administrali\e nature which members of an organization need to know; Skill iroinini; is the most pressing need in most any organization and it never seems to go away; Prodtui introdnciion is an ongoing need for nearly all companies; Ideation is the presentation of ideas, concepts and thoughts as a means of fulfilling the mind's capacity to entertain ideas; Reality is the most important area because it is here that we take advantage of the unique characteristics of \ideo and videorecords for programming human behavior; luttilainment is a lueihod of presenting educational material in an entertaining way. Sesame Street is the best current example. Pill together all six add up to \SIMkl! — a simple way of remembering them. Well now. if these are things that |K"ople in business and industry need to know, how do we get it Continued on /'«v<" ^2 Mi ri \ 30 BUSINESS SCREEN