Radio showmanship (Jan-Dec 1946)

recorded, wire, or locaI-li\e, and whetlu'r spot announcements were local-live or transcribed. Time and Length would cover the pe I iod of day and the length of the program or announcement. The FCC sets forth three periods: 8 a.m. to 6 p.m.; 6 p.m. to 11 p.m., and other hours (conceivably I I p.m. to 8 a.m.). Insofar as length is concerned, the specifications prepared lor WFIL classify programs in units of ti\e minutes. Spot announcements were broken down by station break announcements, one-miniue or 100-word announcements, tie-in annoiuicements, and participating announcements; the types used in normal station operation. Programs had to be analyzed as to their nature or subject matter. The classification, Content, includes music, drama, speech, variety, news, sports, and special L\ents. For practical purposes, this category reveals the predominating nature of whole programs; the information re({uired by management to determine program balance. Furthermore, the programs found to be music, drama, speech and news in content, are classified even more specifically by sub-classification. For instance, a musical program will fall into one of the following categories: classicopera; semi-classic-operetta; musical comedy, and folk ballad and dance. The last category comprises the great store of popular and old familiar music. ''What purpose does a program seyx'e?" The writer utilized Intent to describe this area of analysis. Actually, this classification is determined primarily by the intention of the program designer. The various Intents include entertainment, education, religious, agiicultural, civic, and governmental, with educational being further broken down into informative or cultural. Likewise, by its inherent nature, a program can fit into one of these categories. Entertainment covers all programs which are not otherwise classified, for any program must appeal to the listener or fail completely. In order to achieve major contributions to other than entertainment classifications, there need not be a predominance over entertainment of lime de\()t('d to an\ ol those sunjects. 1 HIS particular classification is of great importance because it prov ides a measure of a station's public ser\ ice or public interest broadcasting. \\'ith the exception of entertainment, the classifications all are defined as public interest broadcasting. The completion of the classification study and classification definitions did not end the WFIL job. The writer prepared the forms to be used in the system, interviewed applicants and aided \\TIL management in selecting a man, William Gardner, to work as permanent analyst for the station. The writer acquainted him w^ith radio and trained him for the entire processes of the system he operates. The firm of Frazier & Peter continues to conduct semi-annual audits of program accounting and makes frequent inspection visits. Audit reports will carry certification of the firm attesting to their accuracy. As a result, AVFIL management has at its fingertips a program accounting system comparable to its financial bookkeeping system. No vague program studies are necessary to answer questions about program balance for current reports have the facts in readiness. Corrections can be made immediately. Likewise, the station will have a ciurent and accumulative list of its public service contributions. r ERHAPS the most remarkable thing about it is that all of the work is being done by one man. And once the analysis is installed and set iq3 on a current basis, some of the analyst's time is available for other station work. For instance, \VFIL plans to use its analyst for other statistical and research w^ork. Needless to say, the firm of Frazier k Peter, feel some pride in the development of the system, biu sincerely acknowledge a debt of gratitude to Mr. Clipp for his foresightedness. Tlie system will be made available to other stations in the near future. It has been offered to one station since the A\TIL installation and was bought in before the selling began; the installation starts inunediately. OCTOBER, 1946 • 347 •