We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
effective Teen Programs Appeal to Major Interests
Successful teen-age programs, either on the entertainn^ent or educational leoels, reflect the teen-time world, with three program types indigenous to the age group
by GRACE M. JOHNSEN, manager, continuity acceptance department, American Broadcasting Company, Inc., New York City
WE ARE OX the "beam" in radio progiamming for teen-agers only if we clearly understand them and their needs.
The teen-ager is not what most adults are— illiterate about radio. The teen-ager is thoroughly familiar with a broad range of radio programs. Radio is a logical part of the teen-ager's world for he has been living with it for 12 to 14 years.
Teen-agers w^ill stay with a program only if it shows understanding of them and gives them support. Young people want, passionately, to be taken seriously, and they should be taken seriously. They have a part to play in the world and so it stands to reason they cannot be ignored until they are of voting age and then expected to take up the reins. They want to talk and discuss and think. So, let them do it.
This age group listens to mysteries, classical and popular music, romantic dramas, sports and everything that the adult audience will tune in on. But, there is one very important addition to be made to this list. Teen-agers want programs which are indigenous to them. They want shows which discuss their problems and aspirations and experiences.
Adolescents change their interests frequently and with equal frequency are likely to develop and drop new friends.
To catch and hold their interest in radio, the content has to cut across their major interests and recognize the fact that these interests do change.
Three teen-age formats
Aside from the general run of programs to which they listen, there are three specific types of programs which might be called their prograrns.
1. Adult shows such as comedy, information and drama. Through these they picture themselves in situations in which they achieve in fantasy all the things they would like to do and vicariously derive the satisfactions which they crave. Their imagination can keep pace with that of most playwrights and comedians. One type of adult program, however, which they abhor is the dramatic show depicting adolescent idiosyncracies for these make the teen-ager appear ludicrous and this is a fact hard for them to face.
2. Popular music programs with sparkling conversation but not the so-called jive talk. While they use a special contracted language within the group they don't particularly like adults imitating it or thrusting it at them as though it were the only language they understand. Some disc jockies have been successful in using this contracted language with the ap
NOVEMBER, 1947
• 365 •