Business screen magazine (1946)

Feedback WllH REGARD TO MR. LOOGfi's I.I 1 :n R in May's Feedback, evidently Mr. Lodge is nut fully aware of the new devclopnicnls. nor our present practiees. 1 stated that video tape will replace chemical photography in many of its basic applications within three to five years. This is a fact. Already the major aiivertisers land agencies thrtiughout the country are switching to the use of videi>tapc for distribution of commercial messages. . . . Ninet\-n\c percent of the network programming aired today is aired via videotape machine, regardless of the fact that the program may have been shot on film. Commercials are being switched to distribute on tape so quickly . . . that it is almost impossible to keep accurate records . . . Film varies from print to print as far as color is concerned, and since the medium of television is an electronic one. it is far easier to control quality — especially color balance — utilizing the electronic medium. From an economic standpoint, the normal advertising patterns have been to send each television station on an advertiser's list two 16 mm prints at an average cost of $6.50 piece . . . The two prints would be good for aproximately 65 to 70 plays ... A single video tape dub runs approximately $13.00 to $14.00 and lasts for at least 125 jjays . . . Mr. Lodge . . . disagrees with . . . he . . . claim that anything being shot on film presently can be shot Ion tape more economically, faster jand . . . he fails to state that we can see what we have shot immediately thereafter ... He goes on about a documentary on the subject of solid waste disposal, it was filmed at 15 locations in 10 states in 10 shooting Jays, including travel, by one camraman with three additional locations covered by others. He asks culd that have been done using k'ideotape . . . Well, my answer to that is, "Hell, ires." . . . WGBH in Boston has ust got through shooting a series 'or NET, 100 jiercent on videotape. shot in Grand Canyon, in Hawaii. n a moving car, in a moving boat. KILA in Los Angeles . . . shot scenes from a helicopter. NTP . . . shot from inside the Goodyear blimp and hundreds of other supposedly inaccessible places. Mr. Lodge may not have seen such items as the Norelco PCP-90 hand-held camera, which is approximately the size of a good .'^5 mm hand-held camera, nor has he seen the Ampex VR30()(). Both of these units run on rechargeable batteries and are light-weight enough to be shipped as baggage on the same airplane as the cameraman. . . . On economics . . . how many days are spent in the lab and how much of the original material . . . shot is lost . . . due to overexposure, or underexposure . . . with tape, before you leave the location site, you know exactly what you have. . . . Mr. Lodge may be used to operating where programs and commercials are shot live and only stored on videotape. This is not the videotape we are talking about. Sure videotape is great for storage, but it is even better when used creatively and it simply replaces the t)ld chemical methods. . . . with regard to the new videotape cassettes, sure we have some problems to iron out — standards for one — but an all-industry committee is working on this ... As far as programming material being available and who will buy it. onlv time will tell. I think that Mr. Lodge is a little premature and he is holding onto his security blanket — a piece of film ... He reminds me of a farmer in the middle of his field, saying they will never build an interstate through here. Surprise — it may have taken a little longer, but that interstate is now a reality. Howard J. Zuckerman Chairman National Teleproductions Corporation added to every slide and ffilmstrip we process or print whatever the quantity! Manhattan Color, the complete slide and filmstrip source. Unequalled quality meticulously controlled by master technicians. The largest on the East Coast. Geared for instant action against the tightest deadline with round-the-clock operation, from camera work to release prints. Any job. Small or large. Sparkling quality and rendition added, on time and at realistic prices. Send for free copy of Manhattan Color's "GuidP to Film Strips and Slides." CUR^nu rii McTDip « SLIDE SERVICES. Pholooiapr., M.i,,.-. u Pt' 'nrnq. VjiciiumjiKnq. I .ibolling. OuanMy Di>< TV Sliilps. NuntUniimi. Collaling. HoiMiti P.* manhattan color laboratories, inc DIVISION OF BERKEY K + L CUSTOM SERVICES INr 222 E«t 44Ui SI • New York. NY 10017 • (212) 66i-»600 Berkey "riffVn