Broadcasting Telecasting (Apr-Jun 1958)

STATIONS Eisenhower does the honors for WRC A $4 million NBC broadcasting plant was dedicated in Washington Thursday afternoon by President Eisenhower. Impressed by the complexity of the facilities and the service potentiality of the medium, he said: "I think all of us realize that in these fast moving times it is highly important that our nation's capital should be attached to every single citizen in this country by the very fastest kind of communications." As Brig. Gen. David Sarnoff, RCA board chairman, and his son, Robert W. Sarnoff, NBC president, participated in the ceremony, broadcast coast-to-coast on NBC radio-tv networks, the President added: "Decisions of a nation and of a government that at one time could tolerate three or four weeks of study now demand almost instantaneous reaction. So it is again apparent that unless our citizenry can be informed of the things that happen in the world and are reflected through the eyes of legislative and executive leaders in such a way that they may understand exactly what these things mean, then the United States cannot react as it should." The President said the maze of equipment reminded him somewhat of the radar room in a battleship or some other complex thing entirely beyond his comprehension. He had tinkered with the tv controls in a pre-ceremony tour of the plant, located several miles northwest of downtown Washington near the intersection of Massachusetts and Nebraska avenues. Gen. Sarnoff addressed the studio audience, including many figures in high government places, recalling he had served under the President in both war and peace. Noting the President's close attention to the color monitors in the studio, Gen. Sarnoff referred to "some persons in the world who may not be very keen about being seen in their true and natural colors. Happily this is not so in America. Here we fear no revelations. We have nothing to hide. On the contrary, we want everyone in the world to see America in its true and natural colors." Robert Sarnoff observed that presidents have contributed many chapter headings to broadcast history. He recalled President Wilson was the first to try radio; President Harding the first to speak over a network (three stations); President Coolidge the first to broadcast from the White House; President Roosevelt the first to use the fireside chat and President Eisenhower the first to appear in live color from the capital city. He said the color program was being taped on two recorders in Burbank. One copy will go to the President, the other to the Library of Congress. A plaque commemorating the dedication was mounted on a wall. The new plant, housing NBC, WRC-AMFM and WRC-TV offices, was described as the most modern color facility ever installed in a tv station. The main color studio is 100x60 feet. The building is located on a seven-acre Broadcasting tract on one of the highest spots in the District of Columbia. Contemporary in style, the exterior consists of gray modular brick, limestone and colored porcelain enamel. The antenna reaches 849 feet, highest in the area. Parking space is provided for 150 cars. Three radio studios can be operated simultaneously from three interchangeable control rooms. A second tv studio is 60x40 feet, with control rooms separating it from the larger studio. A community room will be available to civic and social organizations. Carleton D. Smith, NBC Washington vice president and general manager of the stations, opened the ceremonies with greetings to guests. THE PRESIDENT took a turn at controls in the WRC technical center when he toured the new studios last Thursday. With him in the photo above are Carleton Smith (I), NBC vice president and general manager of WRC-AM-FM-TV , and Robert W. Sarnoff, NBC president. A plaque carrying the President's likeness was pointed out to him (picture at left) by Brig. Gen. David Sarnoff, RCA \SF-MW^3S^Nk "% *j* * board chairman, and Robert Sar noff. The picture below shows the front elevation of the $4 million broadcasting plant. May 26, 1958 • Page 83