Broadcasting (Jan - Mar 1950)

SET PRODUCTION 'so Outlook Promising By R. C. COSGROVE President, Radio Mfrs. Assn. THE radio-televdsion industry in 1949 fully justified the label of America's "fastest growing industry" by establishing new records in production and sales. Only during wartime did its rate of production, as measured in dollars, surpass that of 1949. And the outlook for 1950 is even more promising. RMA statistics, projected for the entire industry, indicate that about 2,750,000 television receivers and more than 10 million radios were manufactured in 1949 and that total manufacturers set sales exceeded $800 million. Television set sales at the retail level in 1949 probably will total between $825 million and $850 million alone, not counting installation and servicing charges, and radio sales will bring the figure to approximately a billion and a quarter dollars — a new peak in earnings for the industry. Towards the close of 1949 television receiver sales were accounting for almost 70% of the dollar volume done by set manufacturers with radio sales making up little more than 30%. In 1948 the situation was reversed at about the same ratio in favor of radio. However, in spite of the sensational success of television, radio can by no means be written off as a has-been. In fact, most set manufacturers found out too late in 1949 that there is still a healthy demand for radios, not only in nontelevision areas but even in cities well served by the newer form of entertainment. Actually, the radio audience has been expanding almost as rapidly as the television audience due to the high rate of sales of portables and auto sets for outdoor listening. Some of the more popular radio programs and radio stars haven't yet switched to television. Conse quently, most families want a modern radio as well as a television set, and many prefer to keep them separate so that they can tune in television and radio programs simultaneously in different parts of the house. The past year, in addition to establishing new production and sales records, also developed some marked trends in public taste or buying habits. One of the most interesting of these trends was the rise in popularity of the consolette or small TV console without either radio or phonograph. This type of console, in the radio field, had virtually disappeared since World War II. Table model television receivers, while still a popular item in the lowest price field, were about equalled in number by consolettes and consoles combined, including the large models with both radios and phonographs. SALES Managers! Here's a tip from Kansas farmers. These far-sighted operators depend on ensilage (the stuff that's stored in silos) to keep livestock growing when there's a shortage of green stuff. Incidentally, there's no shortage of green stuff — money, that is — in WIBW's five-state farm audience. You can count on immediate sales when you used WIBW. At the same time, you'll be filling your sales silo with name preference and builtup demand for your product. You'll find this mighty valuable in keeping your sales growing — especially during seasons that are normally "off". Let WIBW Fill Your Sales Silo SERVING AND SELUNG "THE MAGIC CIRCLE" WIBW ■ TOPEKA, KANSAS • WIBW-FM Rep: CAPPER P U B LJ CALI O N,5, I nc ..• B E N L U D G e M g r •_W I B W • KCKN Mr. COSGROVE Another marked trend in 1949 was toward larger picture screens and direct viewing tubes. During 1949 television receivers using the 12 1/2 -inch picture tube took the lead over sets with the 10-inch tube, and sales of receivers with the 16-inch tube gained rapidly during the last quarter. The I2V2inch tube and the 16-inch tube are expected to be the most popular types in 1950. Television receivers in 1949 improved considerably in appearance as cabinet styling, both in table models and consoles, reflected the growing interest of women in television. For it is usually the woman, rather than the man, who wants the set in her home to blend well with her other furniture. Production Forecast Production estimates for 1950 are still in the speculative stage, but present indications are that the industry will manufacture and sell between 3,500,000 and 4,000,000 television receivers and that retail sales will approach the $1 billion mark on television alone. And radio set sales will add substantially to retailers' income. Television's continued growth and high rate of set production in 1950, however, are contingent upor the outcome of the broad inquirj; being conducted by the FCC. The judgment of the members of this government agency will vitally affect both the industry and the rapidly expanding television audience for years to come. Of major importance in the development of a nation-wide television system is the question of wher the FCC will lift its "freeze" 01 new television station authoriza tions and will open a new band foi television's expansion into thi ultra-high frequencies. Equally important is the com plex question as to whether colo? television experiments have pro gressed far enough to assure J public service that will compare favorably with the highly satisfac tory black and white televisioi broadcasting of today. The Indus (Continued on page 28) Page 26 • January 16, 1950 BROADCASTING • Telecastin