Radio showmanship (Jan-Dec 1944)

effect on the price of television transmitters and studio e(juipnient. It would mean that manufacturers, instead of building one, two or three transmitters at a time, would build, possibly, 20 to 25 at one time. Tlie lower prices made possible by this semi-quantity production as compared with the cost of tailormade e(|ui})ment would encourage still more enterprising businessmen to go into the television broadcasting business. Then, too, the business interests erecting television transmitters in the key cities of the United States would create a tremendous pressure for the development of network facilities. Again, some enterprising organization will see that the combination of the rapid development of television facilities in a number of key cities and a mass market price for the television receivers would, in the course of two or three years, create an economic foundation for the profitable operation of network facilities, thus firmly establishing chain network television. These network facilities, will also be available for frequency modulation programs and facsimile. rinally, the big national advertisers would recognize that the existence of low-price television receivers would assure the rapid development of a vast home television audience. Future television advertisers will want to get in on the ground floor with television programs. The programs put on by these sponsors will be good programs, even though in the first two or three years the cost of television advertising per unit of circulation may be greater than advertising in already established advertising media. Tliese marketing leaders know that television will be a great advertising force, and a great sales force as well. For the first time, it will be possible for the manufacturer or distributor of merchandise actually to demonstrate his product or products in millions of homes simultaneously and at extremely low cost. That is more than effective advert is inir. It is effective selling. Television, as an effective agent of distribution, can help bring about increased employment and a higher level of prosperity throughout the nation in the post-war period. Duly as people buy goods are people put to work turning out manufactured goods or growing farm products. Television, properly used, has the power to make people want merchandise more than they do money, thus creating the necessary turn-over of goods and services with which to create jobs. It is important for the future prosperity of our people that large-scale television expansion start immediately after the war. A nation-wide television system should come into being before the first post-war blush of prosperity begins to fade away, which, based on previous experience, happens when the most urgent consumer needs have been taken care of and the wholesale and retail stocks have been built back to normal. With a television system in existence at that time, American agriculture and industry will be in a position to present their products and services so effectively that a high level of purchasing will be maintained, thus contributing to the maintenance of a high level of employment. Any substantial delay in starting television after the war will be a disservice to all of our people, and the price paid for this delay will be measured in terms of a reduced volume of turn-over of* goods. Which in turn, means a reduced number of jobs. Assuming that television is given the green light, and no obstacles are placed in the path of its commercial development, then we may expect the rapid expansion of television receiver sales in the first television market, that is, New York, Philadelphia, Albany-Schenectady, Chicago, and Los Angeles. Television transmitters already are in operation in these cities. This first television market has 25,907,600 people; 7,410,000 wired homes, and 28.46 per cent of the U. S. buying power. Within 18 months after television receivers are available at a |200 retail price, 741,000 homes will be equipped. Assuming the average viewing audience (Continued on page 212) JUNE, 1944 191