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12/29/36
A BRITISH "PIONEER” LOOKS AT U. S .BROADCASTING
Impressions of broadcasting in the United States are set forth in a. recent issue of WOFLD-RADIO, BBC Journal, by one who is labelled a "Broadcasting Pioneer” but left unnamed.
After reveiwing some of the factual aspects of broadcast¬ ing as seen in New York City, the writer says:
"Many brains are at work both withingana without the American broadcasting chains seeking new and attractive programme features. An American firm of motor manufacturers, alive to the fact that women play an important part in the choice of a car, has arranged a weekly "Fashion parade',’ curing which elegantly attired mannequins are described by a designer who has been closely id¬ entified with the "Folies Bergeres” at Paris. This broadcast ob¬ viously makes considerable demands upon the imagination. It will be interesting to see how far this new development in broadcasting technique justifies itself.
"Television would place the succes of a programme of this order beyond ccubt, but for a. widespread exploitation of television Americans will have, I imagine, to wait some little time. The tests now taking place are full of promise. Televised films and studio performances are presented alternately. A standard of 441 lines, prth double scanning equal to 60 images a second, will be used eventually, but the exploiters appear determined not to sell receivers to the public until the replaceable parts in the sets have been so simplified and standardised that a woman can choose and change them over. The programme side of television present perhaps an even greater problem to American broadcasters than to those in Europe, as the necessary financial support from "sponsors is unlikely to be forthcoming until a large area of service and a large number of viewers have been secured.
"The American programmes to be heard in New York contain some excellent musical material, smart dialogues, and frequent novelties. Their precision in presentation is admirable, but one feels that from time to time the exigencies of the commercial¬ ized programme system must be causing uneasy moments for those who are artistically inclined amongst the programme executive. For example, a talk on "Angels” from one station on Sunday morning last was^ follrrwdd immediately by anotner on kidney disorders! /his sort. of thing, I am sure, will become impossible as the broadcasting art in America develops.
"Everyone I have met who is asoDiated with American broad¬ casting believes it to be the best in the worla. Whether this is so or not, thoseresponsible for American broadcasting on the feig scale seem to possess one common virtue: they are conscious that much still remains to be done in the development of the art, and are determined to do it.