Weekly television digest (Jan-Dec 1960)

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18 DECEMBER 5, 1960 find an FCC engineer who does not believe that the only answer to the problem of getting new TV channels is a gradual shift to uhf." Lee's confidence & present attitude seemingly reflect opinion that FCC's proposal vdll have support of Kennedy administration, as noted in these columns last week (Vol. 16:48 pi). However, EIA remained unimpressed. For third time, EIA flatly rejected any & all proposals which in any way, shape or form add up to govt, control over TV-set specifications. Having reconsidered FCC proposal in light of Comr. Lee's speech and the prospect of change in Washington climate, EIA onnoimced imequivocally, unanimously, without so much as a microminiature loophole, its continued & firm opposition to any legislation requiring TV manufacturers to produce only all-channel sets. Summing up EIA's opinion & stand. Motorola consximer-products exec, vp Edward R. Taylor (EIA consumer-product div. chmn.) told us: "We feel that this all-channel proposal penalizes 90% of the population for the benefit of 10%. There is no reason to make that many people pay for something most of them will rarely or never use." For other reports on EIA meeting, see stories below and on opposite page. FOREIGN 'PERIL' HAUNTS EIA CONFAB: Massive industry coimterattack to stem invasion of electronics imports was in the making last week as Electronic Industries Assn, concluded its 3-day winter meeting in San Francisco. By far the most pressing & discussed subject, foreign imports (spelled Japanese) drew these EIA actions: (1) EIA's board approved a major program to educate nation at large to dangers posed to industry by imports. Electronic Imports Committee (Robert C. Sprague, chmn.) has been detailed to draw up such a program, one probably large enough to warrant a full-time staff organization. Proposed educational program, together with request for frmds, probably will be submitted for approval at board's next meeting in March. Petitioning board for go-ahead approval on program. Electronic Imports Committeeman Mark Shepherd Jr. (Texas Instnmients semiconductor-components div. vp) declared imports in recent years have obliterated 700,000 U.S. jobs, including 80,000 in electronics industry, and have siphoned off more than $5 billion of sales of U.S. industries. (2) Strong endorsement of educational program was recorded by EIA's parts div. and tube & semiconductor div. Latter quickly established its own imports committee, chaired by EIA vp W. S. Parsons (Centralab pres.), to assist in working out over-all EIA program. (3) EIA board authorized a protest by EIA to FTC over deceptive advertising by electronics importers. Letter, which will spotlight such practices as concealment of product origin, is being drafted by EIA gen. counsel John Olverson. It may get into the mail to FTC Chmn. Earl Kintner as early as this week. Improvement of sales & image was major preoccupation of consumer-products div., headed by Motorola consumer-products exec, vp Edward R. Taylor. Committee took 2 decisive steps in these areas: (1) Proposal for ad-practices code for electronics industry won unanimous approval. Envisioned guide would be patterned after ad code of American Home Laimdry Assn. (Vol. 16:38 p6), would also incorporate elements of FTC's TV trade rules & practices. EIA's version will be drafted by Packard Bell Pres. Robert Bell for circulation among EIA members for legal opinion & approval. (2) All-industry campaign to promote sales of more consumer electronic products also moved closer to fruition. Committee heartily approved outline for such a program prepared by Robert Bliss of N.Y. PR firm of Robert L. Bliss & Co. Subcommittee chaired by Taylor was formed to work with Bliss in developing, & costing formal program. Campaign will be extensive & long-range, Taylor told us. "If we can't get approval on a 3-year basis," he said, "there'll be no promotion." Over-all objective: "We want to get our fair share of the consumer dollar. To do so, we have to condition people to think about buying consumer electronic products as they now think about buying furs, jewelry and other gift & luxury items." Promotion program, when drafted & approved, will be implemented for EIA by Bliss, as PR consultant. More details on import actions and other EIA business are on opposite page. ^ /