U. S. Radio (Jan-Dec 1960)

report from Canada w Canada's Private Network Gets Go Ahead From BBG The first privately owned network to operate in C^anada since the lormation ol the present Canadian Broadcasting Company is now attempting to establish a daily halthour schedule. Authorized by the Board ol Broadcast Governors to operate on an experimental basis last April, the network developed as the residt of the recommendation of the Fowler Royal Conmiission ol Broadcasting in Canada. .\ recjuest is now before the BBG for a three-year license that would enable the network to invest the capital necessary for expansion. The network, the Atlantic Broadcasting System, is a regional groupins; that consists of six stations in the three Maritime Provinces of New Brunswick, Nova Scotia and Prince Edward Island. Tlie stations are CFNB Frederickton N. B., CKCW Moncton N. B., CFCY Charlottetown P. E. I.. CFBC Saint John N. B., CHNS Halifax N. S. andCJCB Sydney N. S. Tom Tonner, network coordinator based in Afoncton, points out that private broadcasters have been urging the development of jirivate networks in Canada. "A regional network such as ABS," he says, "has two notable advantages to offer the broadcasting industry. "First, a network system enables private stations to pool their resources to develop live local talent. The cost of this kind of exploitation is prohibitive for a single station. It is feasible for a group of stations sharing the financial burden. "Secondly, the network offers another outlet for the exchange of viewpoints within the Maritime Provinces. This means, for example, that one commentator can be heard throughout the area on any subject of regional interest. And this exchange can originate from any of the six stations in the network. This was not possible when the stations were operating independently." The ABS shoidd prove of value to local, regional and national advertisers, too, says Mr. Tonner. Both its coverage and its potential audience include an impressive share of the Maritime population. In its coverage the six stations are within the reach of 98 percent of the inhaljitants of the region. This is a conclusion drawn from a mail survey undertaken by the network. A mail request survey taken on audience potential at the time of the light heavyweight title fight between Archie Moore and Yvon Durelle in Montreal last August showed equally impressive figiues. Mr. Tonner explains that of the 342,000 households counted in the area by the Dominion Bureau of Statistics, it was estimated that 319,000 were listening to the fight. An Impressive Audience "Admittedly, the program had exceptional appeal," declares Mr. Tonner, "but 93 percent of all the households in the area listening to one prcjgram makes an impressive audience at any time." "We feel that national advertisers would be interested in a network buy with this coverage and audience potential," he says. "They can deal with one company, work from a single rate card, and still get the extensive exposme they demand. "The audience reaction has not been overly enthusiastic as yet," says Mr. Tonner, "which is one of the reasons we would like to expand our staff and services. We w^ork on the assumption that if you offer something \v'orth^\•hile, you'll have a receptive audience. We hope to be able to offer high quality programs of particular interest to our Maritime audience. ' • • • A SILVER SPOON IS NOT ENOUGH She may be born with "advantages" and raised with love — but there still can he plenty lacking. That is, if the school she goes to isn't good enough. Crowded classrooms, unciualified teachers, outdated equipment, inadetpiate curriculum — any one of these can shortchange your child's education and her future. Look into the quality of the .schools she'll attend — work through your local committees or yout School Board for their improvement. Doesn't she deserve the best'.' FREE BOOKLET! Measure the qititlily of education offered in your ihild's school. I-"in<l out how it (ompares with the best in Ihe (oiinlry ..how you can make it l)etter. For your < opy— and free guidance on many sc tiool proliienis — urilo; Better Schools, 9 East 40th Street, New York 16, NevA' York. Yardsticks for Public Schools r3^n*> U. S. RADIO February 1960 69