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Television Forum
Note: After the delivery of the papers on the Television Forum, Moderator Hyndman called for discussion. As this issue of the Journal goes to press, the paper by Richard Blount, "Studio Lighting for Television," and that by Edmund A. Bertram, "Motion Picture Laboratory Practice for Television," are not yet available, but it is expected that they will be published in later issues.
DISCUSSION
MR. ROCKMORE: Mr. Gudebrod mentioned the amount which the advertiser can afford to pay. Should not the comparative effectiveness of television versus other media be considered in considering price?
MR. G. D. GUDEBROD: I think I indicated we suspect from an advertising standpoint that it is going to be worth more to reach any given thousand people in television than by any other medium. Currently, however, I do not believe there is enough qualitative information of that kind to say what that factor is, whether it is P/s X or 2 X or 3 X. As the medium grows up a little, I think we shall have more concrete figures so we can say instead of, as an advertiser will say, $6.00 a thousand, maybe we shall say he should pay $10.00 a thousand. As yet we have not gone far along the road.
DR. ALFRED N. GOLDSMITH: We have some data on sponsor identification and product identification ratios as compared, for example, to those for standard radio, and the like, and we are beginning to get adequate data. And they do indicate a distinct superiority in impact value of television.
MR. E. F. ZATORSKY: This is directed specifically to the Technical Committee. When are they going to set up specifications on the television apertures and the like so we shall not be penalized the same as we are in standard motion picture aperture so far as the microphone goes, in order to make motion pictures cheaper for television, which would be the answer to Mr. Gudebrod's specification.
MODERATOR D. E. HYNDMAN: Unfortunately, there is no direct answer at present but work on standards is in process.
MR. ZATORSKY: Do you not think the Technical Committee ought to set up a recommendation?
MODERATOR HYNDMAN: It has been discussed, and I believe that would be in the hands of the Committee on Television. John Maurer, Engineering VicePresident, is here; perhaps he will choose to answer.
MR. JOHN A. MAURER: I should like to point out that in the booklet on films for television which was issued a short time ago by our Television Committee, and which has by now been rather widely circulated, there is specific mention made of the ratio of the motion picture frame that is to be expected to be utilized by the television picture. . At the moment, I do not remember just what the figure is, but it is in there in quite a specific form. It has not as yet received the sanction of a standard, but doubtless it will work that way in the future.
I should like to add a couple of footnotes to some of what Dr. Goldsmith said and likewise to Mr. Hyndman's remarks with reference to the projection here.
Dr. Goldsmith made the comment that as television improves, and when a 124