Radio age research, manufacturing, communications, broadcasting, television (1941)

tomers. Our basic marketing philos- ophy was two-fold! First, we determined to build a product so good that the public would be surprised by its quality. Second, we determined to see that our product moved off the dealers' floors into the hands of satisfied customers. Prewar technical and commercial "know - how", though limited, was of priceless value in our planning. We knew that prop- erly made and sold, the public would buy RCA Victor Television. One major point, however, re- mained—the natural reservation people might have to the purchase of a new, relatively high-priced radio-electronic instrument for the home. Antenna installation, wiring, service and maintenance had, there- tofore, been done solely by dealers and radio service men. Television, as a new service, lacked the man- power to do this job efficiently on a broad scale. Even though we knew there were a few men quali- fied to do some of this work, we decided to provide a new solution. Owner's Policy Introduced The RCA Service Company, which for years has installed, serv- iced and maintained radio, sound and picture equipment in theaters and radio stations, provided a nu- cleus of television servicing man- power. Through this company, we developed what is called the RCA Victor Television Owner's Policy, whereby, with each set sold, we supply for a standard fee, the an- tenna and all necessary accessories, hai'dware, wire, etc., and install the antenna and receiver, plus a year's service and maintenance, including replacement of any part, if neces- sary. The latter item was vitally im- portant because the kinescope, or picture tube, alone retails for $49.50. The fee for the policy ranged from only $45.00 to approx- imately $90.00, according to the list price of the set. Marketwise, all our distributors and 99 per cent of our dealers wel- comed this plan. Consumer demand has far ex- ceeded our most optimistic expecta- tions. As a result, we have recently doubled our production of television by opening additional plant facili- ties at Indianapolis. Today, the FCC has authorized a total of 69 television stations, and 26 applications are pending. Al- ready there are 14 stations on the air with regular television pro- grams, and by the end of 1947, it is expected that there will be about 26 stations. In 1948, this number will show a substantial increase as transmitters become available. Current Status of Television By the end of 1947, it is esti- mated that there will be between 150,000 and 175,000 television re- ceivers in the United States; by the end of 1948, about 750,000, and from there on the number will in- ci-ease rapidly as mass production gets under way at an accelerated pace. Television will be supported by advertising, for it is unsurpassed as an advertising medium having both eye and ear appeal. Therefore, the gradual fusion of sound broad- casting with television is destined to come, just as sight and sound joined in motion pictures. Television also will become a coast-to-coast service, and possibly by 1950, there will be a nation-wide network in which stations will be linked by coaxial cable and auto- matic radio relay stations. The additional applications of television are unlimited. It requires no stretch of the imagination to foresee how schools and colleges will use television, both in the class- rooms and for extension courses. Several weeks ago, the Congress of the American College of Surgeons in New York watched surgical op- erations at the New York Hospital, while the members sat before tele- vision screens at the Waldorf- Astoria hotel. It was amazing how clearly the television camera pic- tured the operation and the move- ment of the doctor's hands as he explained his technique. Famous surgeons watched and commented that television might well provide the Medical Lecture Hall of the future. Television, you can see, is not limited to entertainment. Some of von mav be interested in manufac- turing, and for you, industrial tele- vision, with its panoramic views of entire factories, of dangei-ous chem- ical processes, of mines, tunnels, and submarine operations, offers new opportunities in the moderniza- tion of industry. In manufacturing plants, television makes possible the centralization of inspection; the assembly line can be observed at one or at many points, thus facili- tating visual control of distant operations. Increased coordination all along the line is facilitated; de- livery of parts can be watched and properly timed, and the movement of the belt regulated for utmost eflSciency. Industrial television and industrial electronics will offer new services. We also foresee great possibili- ties for television in department stores. There the managers may sit at their desks, with an eye on the entire store. By pushing but- tons, executives will watch the functioning of their organizations. Intra-store television will present dramatic visual displays of mer- chandise. Seated in comfortable viewing salons, which we call "tele- sites", shoppers will see fashion shows and the goods on sale in all department. Television will provide a display window to the entire na- tion; people will shop by television and then telephone their orders. Future of Television In my judgment, no other new American industry holds such a bright economic future as televi- sion. But with television will come new problems of obsolescence, new calls for merchandising genius, and new opportunities for trained busi- ness men to convert the products of science into practical services. Television is the future of radio; it is a new tool for the alert and aggressive merchandiser. Now, in radio w^e have both sound and sight to market and to aid in marketing. Whether you enter the radio field, or some other industry or business, you will find radio and electronics ready to serve you and to help in marketing whatever product you sell from razors to radios, from sapphires to soap. Seeing is believ- ing ! And we are told that a picture is worth 10,000 words! [30 RADIO age;