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Statements from well-known radio-industry figures define problems and policies in connection with the new art. Sales and technical situations.
TELEVISION WAITS ON BROADCASTERS
Sayre Ramsdell, Vice-president. Philco Radio & Television Corp.
Reception is not the chief problem confronting television as an industry. The real problem is largely in the hands of those concerned with television broadcasting. Television, from the point of view of reception and receivers, is ready to assume its role as the giant industry it should become. However, the problems of broadcasting television have been slower in solution, and the progress in the broadcasting end has fallen behind that attained in reception.
Television receivers will be sold to the public through radio dealers, whose experience and facilities, from both a merchandising and technical standpoint, make them an ideal medium on a nationwide basis. Television receivers can be sold on such a nationwide basis, but as yet, television broadcasting cannot follow them and so is limited to a handful of metropolitan centers. Television as an industry must wait for the broadcasters.
MIDDLE ROAD ON PRICES AND DISCOUNTS
Geo. A. Scoville, General Manager, Stromberg-Carlson Telephone Mfg. Co.
With respect to Radio Today's question whether television discounts should be reasonably short. I would recommend a middle road.
Prices should not be held too low. Frankly, I do not believe that the price being high or low will prevent newcomers or over-production.
Our policy, of course, is to work
through selected high-type dealers, and we believe that would be the right move.
It is all right to include an antenna in the price of the receiver, if you know what you are doing. However, I am confident that we don't know enough about antenna costs to include them and,' above all, I would vote against installation being included in the price. The installation should be on the normal cost basis. After we know what the antenna and installation problem is, then, if somebody wants to include them, they would have some facts with which to work.
CONSTRUCTIVE COOPERATION DESIRABLE
B. Abrams, President. Emerson Radio & Phonograph Corp.
The matter of discounts will, in my opinion, be largely predicated upon the service the dealer is called upon to perform with respect to selling television sets. For example, if the dealer is required to make his own installations and to do his own servicing, the discounts must of course be greater than otherwise. The price to the consumer will naturally be predicated upon the discount fixed for the dealer.
Distribution will necessarily have to be limited to. certain types of dealers by reason of the fact that television involves a high unit sale and an instrument which requires handling by an experienced radio dealer.
The inclusion of the antenna and installation in the price of the receiver is, in my opinion, the most desirable way of handling the sale of television sets until more experience is gained by dealers.
Stromberg-Carlson stages television school at factory
Radio Today's suggestion that manufacturers get together and determine policies for the merchandising of television sets is an excellent one, but in the light of past experience, is a little too much to hope for. Emerson would be glad to cooperate with any constructive program which would tend to start this great new industry on a sound and profitable basis for all concerned.
NOT YET READY FOR PUBLIC
Commander E. F. McDonald, Jr., Pres. Zenith Radio Corporation.
Zenith has television sets, but today Zenith's television receivers are loaned . . . not sold.
Zenith believes it is unfair to the public and knows it is unfair to dealers to ask them to finance the television industry's experiments.
Radio dealers have been penalized and punished by premature television publicity starting last Fall.
Prospects were led to believe that television would cover the country overnight.
Zenith will not break faith with its
Twice a week for an hour's session, Stromberg's engineers become "profs" and
instruct the foremen and workers in the intricacies of television theory, alignment,
and adjustment. Artificial respiration is also taught in case any accidental shock
should occur.
When Zenith believes television is ready for general use in the store and the home ... Zenith will supply dealers with television receivers and not before.
HOLD DOWN DISCOUNTS. QUALITY DEALERS
F. A. D. Andrea, President. Andrea Radio Corp.
Our discounts on television equipment are much shorter than the discounts which have prevailed in the trade on broadcast receivers. We feel there is no need for quoting large discounts in order that discounts can be granted to retail customers. In fact, our Feld-Crawford contract calls for resale at full list prices, without trade-in allowances or discounts. The contract gives us the right to cancel the dealer's contract within ten days and, at our option, to remove Andrea equipment from his store, by repurchase, at the time the notice of cancellation is served.
Prices to consumers should be held as low as possible, but that is a relative matter, and one which will be determined to a considerable extent by the rate at which the individual manufacturer charges off his investment in research and development.
Our own plan is to limit retail distribution to the highest type of dealers. By that I mean those of strong financial standing, and those who are really merchandisers.
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RADIO TODAY