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lelevision's Post-War Market
by THOMAS F. JOYCE, RCA
TELEVISION broadcasting, obviously, cannot become a stibstantial, self-supporting, profitable advertising medium until television receivers are in hundreds of thousands, yes, millions of homes. There are many different views concerning the speed with which television will go forward after the war. l^he technical and economic problems of building stations in key cities, of interconnecting those stations by network facilities, and of making available audience-building television programs are problems that constitute a real challenge to the engineering, manufacturing, business management, entertainment, and advertising brains of the United States.
To make television a nation-wide broadcasting service will involve the investment of millions of dollars in studios and transmitters to be located in the key cities of the United States; and more millions of dollars for the building of network facilities and the production of suitable television advertising programs. Television cannot succeed without these services, but the answers to these problems would rapidly develop if the biggest j>roblem of all were solved, namely, an acceptable low-cost radio television receiver.
In a recent siuvey (oiidiu ted lor RCiA ill I I scattered cities, a majority ol the 111(11 and women polled indicated the\
# Television lias power (o make people ineicliandise more than money, will thus (inn-(>\er of goods and ser\ices says tiie ager of (lie Radio, IMionograpli and Tele Departiiieni of the Ri.X Victor Division, (ioi]>oi ation of America.
would buy a good television receiver in the $200 price range. Based on 1940 labor and material costs, and assuming no excise taxes, such a recei\er, I believe, is possible.
Given a good low-cost tele\ision receiver that is within the buying range of the average American home, broadcasting facilities and program service will develop with a speed which will amaze even the most ardeiu friends of television.
For C3ne, existing radio station o\vners are smart enough to know that if acceptable television receivers can be produced for the mass market, television audiences will build at a rapid rate. This means that the operators of a television station will not have to wait an indetei minate number of yeais belojc they haxc television audieiuc's large enough to prosubstantial achiitising re\inue which to pa\ ()|)craling costs and show some j)ro(it.
foi anothei, the a|)plicalion lot television licenses by 100 or moic prospective operalois across the United Stales, which 1 bclicNc the advent of an acceptable low-cost tele\ ision receixer wcjuld bring loiih, would have a sahnary
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mailvision Radio
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RADIO SHOWMANSHIP