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304 THE PROGRAM ANGLE is quite naturally a little flustered, and it is usually at times like this that mechanical contraptions decide to play up. The poor man finds everything going wrong and the demonstration winds up a complete flop. The sponsor is mad and probably takes his show off the station, the manager is mad and perhaps fires the unlucky announcer or director, and the agency thinks, "Ugh! That station is not too well organized. Let's put our next cam- paign on XXXX-TV." There is a school of thought which maintains a strong argu- ment that the immediacy of television demands that all action and programs be live. The answer to this is long and many-fold. News events are, perhaps, the subjects most reasonably likely to be transmitted live. After all, man has always wanted to see things from across the world as they happened. News and sports events are things which the fan or eager news follower wants to see at once. But so often these things happen at hours when the maxi- mum number of viewers are at work or otherwise unable to see them. So what happens? They are filmed and shown later in the evening when people are not at work. In most cases, the quality of entertainment is improved by the editing it gets. Of course, for sports fans who want to see every movement of the ball and play- ers, editing is a pain in the neck and for that reason is seldom done to any great extent. We hear complaints from people that they don't like to see films on television and they are cheated when these are shown. Yet other people say, "That was a good program; the quality and production were excellent; it was just like a movie." Now, that latter remark is the greatest compliment that can be made to a producer or station about a production, for if it is like a film, then it is approaching the standards we have all seen from Hollywood. We all know, too, that there are some ab- solutely awful films from there, but when a remark like the one above is made we know that although comparisons are supposed to be odious, in this case nothing "stinks!" One of the things that still has to be learned by both pro- ducers of shows and sponsors as well as agencies is an awareness of the mood of the program that is in juxtaposition to the com-