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and the actor are being explored. Practical experiments with outside television pick-up equipment are now under way. It has become apparent that the television program must blaze many new trails in order to develop a form of presentation fitted both to the scope and limitations of the new medium.
Ultimately television will create its own individual art form — a fresh and unique world of illusion. It will supplement the older arts of stage, motion picture, and sound broadcasting, and supersede none.
TELEVISION TALENT
In the world of creative and expressive art the hardest question which television propounds is that of supplying talent. Television broadcasting, even more than sound broadcasting, will be the great consumer of art. It will constantly demand more and better writers, musicians, actors, and scenic designers — new thoughts, new words, new songs, ne wfaces, new backgrounds. Unlike a play on the stage or a motion picture which may run for a year, the television program, once it has been shown to a national audience, is on the scrap-heap. It is finished. • Television will call for a whole new generation of artists.
COMMERCIAL TELEVISION
In evolving a satisfactory program technique we have already learned that television programs will cost much more money than sound broadcast programs. If television programs are to be provided through the support of commercial sponsors, advertisers must first be furnished with sufficient circulation to justify their expenditures. Here we have the dual problem of simultaneously creating a cause and an
effect: we must create large audiences in order to support costly programs, and we must build costly programs in order to attract large audiences.
FACILITY PROBLEMS
To meet the requirements of a nationwide television service, vast sums of money must be invested in new facilities. The present range of useful television signals is less than 50 miles. The creation of even limited networks, with connection by coaxial cable or radio relay, is a highly expensive undertaking. As in every other pioneering development and rapidly changing art such investments cannot be made without risk. I believe, however, that the same American pioneering spirit of private enterprise which has given us great systems of transportation and communication, and has produced the great industries of the automobile, motion picture and radio, will likewise provide us with a nationwide system of television.
THE NEW INDUSTRY
Radio has already furnished extensive employment to both capital and labor. In television, the newest child of the radio art, we can foresee another vigorous industry which will provide many new avenues of employment, and will furnish opportunities to the younger generation looking for careers in new fields.
We can, I believe, look forward to the ultimate establishment of an American television system, which, like our present system of sound broadcasting, will employ many thousands of workers, will offer a unique advertising service to American business, and will render a free educational and entertainment service to the public.
(For complete television information please turn to page 443)
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