Broadcasting (Oct - Dec 1945)

Reinsch (Continued from page 10) Europe offers but we may learn something from them in programming. The technical efficiency of American engineers is a source of pride — far ahead of the average i to be found in the governmentoperated systems abroad. The network systems of America provide a vehicle for the transmission of information which is overwhelming in comparison with facilities across the sea. The European broadcaster, however— skilled in the fine points of propaganda broadcasting technique — has a much keener conception and appreciation of the social impact of radio. The discussions we hear in this country on how to handle controversial issues seem to be in the "grammar school" class when we compare their handling by our European counterparts. Of course, there is a difference in their objective; but they are skilled — highly skilled — in the usage of radio for selling ideas in the social and political fields. And we can learn from them. We must learn from them if American radio is to grow to its greatest stature. One thing was apparent whenever we discussed the relative merits of American and European broadcasting. They openly envy our talent resources and program potentialities. We heard it on all sides, in expressions such as: "You have such great radio stars, such magnificent talent — we simply cannot afford such programs." Or the amazingly frank admission of a high government radio official who apologized for his country's program service: "We can't afford the better or more costly talent. Private industry outbids us." Another apparent fact about European radio which startles you at first is the utter complacency of their station personnel. No situation seems to cause concern or alarm. When you seek the reason you find it readily — atrophy caused by a lack of competition. The initiative, drive, resourcefulness and motivation which are an ever-present ingredient in the competition » IN PHILADELPHIA Listeners Report BACKING the request of Paul A. Porter, FCC chairman, that the American people make known what they want to hear on the air, WBIG Greensboro, N. C, conducted a contest titled, "You Tell Us." Listeners were asked to write in their likes and dislikes on program ideas. Jack Lewis, WBIG announcer, conducted the contest on the Theater of the Air program, heard five days a week at 11 a.m. Prizes of $75 were awarded at contest's end, Oct. 29. of free enterprise are missing. Incentive is gone, and you can sense it immediately. The GI in Europe likes our programs. We talked to these boys and we know now what our stars and our programs meant to the man in the foxhole or the billet, and how vital it is that he gets his news unbiased — and presented factually. For, of all things we noticed on our four weeks tour, this stands out with crystal-clear distinction: There is the urgent necessity of an American voice on the postwar continent. Entertainment, by all means. But, of more importance, we must give to freedom a tongue — that free people, or people newly come to freedom, may hear the truth and judge for themselves. This is the essence of the democracy we fought to maintain. This is not the type of report I intended to write. I had meant to commend the guidance of Col. Ed Kirby and the efficiency of his assistants, to pay respects to the confidence of Gen. Surles and Gen. Hill who made our trip possible. Obviously, we were impressed with the high calibre of our military personnel, their appreciation and comprehension of their problems. We were gratified over the importance they placed on radio as an instrument of information, education and entertainment. The important point which impressed itself on all of us on the tour, however, was that a free and competitive radio — radio controlled by the people — radio which must be a servant of the people if it would survive — in short, the American system of radio is better equipped in every respect to do the job ahead. To do this job in all its aspects, the leaders in American radio must have the strength, the courage, the conviction and the clearness of mind to achieve for our system its proper destiny. This destiny can be none other than a major role in the building of a permanent world peace and good will among all mankind. Probably the most widely read book ever published is the telephone directory We don't claim as many readers for the BMI RECORD INDEX as does the telephone book . . . but we do claim that our RECORD OF RECORDS is just as indispensable. 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Our program department will assist you in the translation of your copy., S000 WATTS DIRECTIONAL O^ES NEW YORK ROADCASTING • Broadcast Advertising November 12, 1945 • Page 85