Broadcasting Telecasting (Apr-Jun 1958)

IN REVIEW CONTINUED OR HEARING? Maybe there's only a fine line of distinction, but it's a point to consider when you plan a sales campaign. Mass selling demands reaching as many people as possible. But, do all who listen . . . hear? If you want your sales message heard, understood and acted upon... your best buy is KOA-RADIO! Millions of people throughout the rich Western Market set their radio dial at 850 to hear their favorite NBC and regional personalities. KOA's brand of daily programming skillfully integrates these highly-rated personalities with programs that inform, entertain, serve . . . and sell ! Let KOA-RADIO prove to you that hearing outsells listening! Represented nationally by HENRY I. CHRISTAL COMPANY, INC. one of America's great radio stations 50,000 Watts -850 Kc Clear Channel JH BT/4/58 Page 16 • April 14, 1958 tor: Peter Herman Adler; director: Kirk Browning; assoc. director: James E. Fox; sets and costume designer: Ed Wittstein; libretto: Ruth and Thomas Martin (from original libretto by Lorenzo da Ponte); score: Wolfgang Amadeus Mozart; music coordinator: George Shick; conductor: Mr. Adler; asst. conductor: Felix Popper; audio director: David Sarser; lighting: A lan Possage. Cast: Phyllis Curtin, Frances Bible, Helen George, John Alexander, Mac Morgan, James Pease and others. BOOKS TELEVISION IN SCIENCE AND INDUSTRY, by V. K. Zworykin, E. G. Ramberg and L. E. Flory; John Wiley & Sons Inc., 440 Fourth Ave., New York. 300 pp. $10. To the layman, the entertainment television brings into his home may seem the be-all and the end-all of the medium. The authors of this volume fascinatingly document the fact that this aspect "exhausts only a small fraction of the potentialities of television." The book explores the functions, present and potential, of closed circuit or industrial television. Various chapters, amply supported by illustrations, outline the application of closed circuit tv in research, medicine, education, commerce and many other fields. A forecast for the future envisions visual and vocie communication, banking and shopping adapted for videophone purposes, further advances in medicine and industry and a final prediction that the television camera "will be the pioneer observer in interplanetary travel." While there is much that is technical in the book, it offers a fascinating area of exploration for anyone interested in the medium. The authors are eminently qualified; all are well known in television research and technology. Mr. Zworykin is honorary vice president and technical consultant, RCA; Mr. Ramberg is research physicist, and Mr. Flory, research engineer, RCA Labs. They have collaborated on a handsome and informative volume. TELEVISION AND RADIO WRITING, by Stanley Field; Houghton Mifflin Co., 2 Park St., Boston. 544 pp. $6.75. Almost every facet of writing for radio and television is covered in this fat and interesting how-to book for aspiring writers. The book is well-written in itself, and its points are strongly supported with examples ranging from auto commercials to full scripts of tv and radio plays. The author has chosen interesting examples and follows them with short critical breakdowns on their format and development. While the emphasis is on writing for television, radio techniques are not neglected. And various topics, such as writing for government programs, not usually included in such texts, Broadcasting