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I Ray and Les PARKVIEW LIQUOR 4029 LANKERSHIM BLVD. Across from North Gate POplar 6-4695 FREE DELIVERY Featuring BEERS FROM AROUND THE WORLD ; •, , Liquor • Wine • Beer Wide Selection Delicatessen Items . Mcmber—Diners’ Club, Carte Blanche, ! American Express, Bankamericard universal;/ ^ THE mmk STORE t/JnCt/UfUUXjJ ^CORNER VENTURA BLVD."S AND LANKERSHIM * PRESCRIPTIONS * PERFUMES * FINE COSMETICS * FREE DELIVERY to the Studio ^799 Cahuenga Blvd. No. Hollywood, CaÜf^ Phones: 877-4841 -761-3319 UNIVERSAL THE STORE i ^f9iui/unac^ PATRONIZE OUR ADVERTISERS! TR 7-4803 Pickup and Delivery Service for Entire Valley 18 years giving Distinctive Cleaning to the Finest Wardrobes Near Studio— 10933 Camarillo St. North Hollywood E. F. HUTTON & COMPANY INC. “FACTS & FANCIES” This is the second write-up, by Allan MacDougall, Jr. of E. F. Hutton & Com¬ pany, Inc. on a new industry, pay-tv, which should have a major effect on our way of life. In our last broadcast, we pointed out that enabling people to view tpp-flight entertainment at home for a nominal fee, in reality, improved our; Standard of living which is the ultimate objective of our economic ystem. Now, many Claims have been made to the effect that pay-tv will endanger or ejiminate free tv, but any logical pro- jection of the probable course of events does not support this thesis. Again, we must turn to the wonders of the American free enterprise System, involving freedom of choice by the in¬ dividual, to explain our prediction. Free tv is supported by advertisers, and as long as enough people want to watch free tv, there will be advertisers willing and anxious to defray its costs. Let’s assume that the average cost of a top weekly TV show is currently in the vicinity of $ 100,000 per episode. Now, we have shown that if 50% of the esti- mated 60,000,000 TV sets in exisf watched a given pay-tv program at 50c per set,, total revenues would amount to $15,000,000. Let’s cut that figure by 90% and say that one movie in one showing could bring in $1,500,000. Let’s assume then that pay-tv is in exis¬ tente and Mr. Average Viewer has his choice of a free program or a pay pro¬ gram. It is only fair that he should have this choice, because, as the Judge stated in his decision on Proposition 5, you cannot legislate a new enterprise out of existence even by the will of a majority of voters. Now we must also remember that our economic System is entirely de- pendent upon competition; i.e., building or creating a better product for less money. Thus, our viewer can watch his regulär tv program for free since, if he does, the advertiser will be glad to pay for it. Now, as we said, this program costs $100,000 to make, or he can pay 50c and watch a movie that cost several million to create. Continued on Page 14 DOES THE HEADWAITER CALL YOU BY NAME. . . OR IS ITYOUR LOUIS ROTH SUIT? Wnnömff’s MEN'S SHOP 5033'LANKERSHIM BOULEVARD AT HESBY NORTH HOLLYWOOD, CALI F. 9 1601 PHONES • 761-3469 • 761-2886 J HUDKINS BROS. STABLES, INC. Motion Picture Equipment TR 7-2513 PO 5-1874 7245 Coldwater Canyon North Hollywood, California GREETINGS FROM 11