Radio and television mirror (July-Dec 1950)

Life Story on a bet, he auditioned for an announcing job, triumphantly won it and then, to everybody's surprise, took it. "Nothing like seeing a gag through," said his friends, roaring with laughter at what they considered a humorous caper on the part of their dignified investment counsellor. A year later Gallup left the Exchange forever to devote his full time to radio. Joe Cook was the spark-plug of The Colgate House Party, which had a novel format for a variety show. Action took place in an imaginary country estate called "Sleepless Hollow" where the "Servants" were forever cutting loose and entertaining the guests. Donald Novis was featured and so was Frances Langford, a top radio personality since 1930. Few people know that she was once a soprano. When she was sixteen she had a severe throat inflammation and out came her tonsils. Three weeks later, when she could sing again, she astounded her friends almost as much as she surprised herself with a brand new voice — a sultry, compelling contralto. This brought her an engagement on a Tampa station. Rudy Vallee heard her, put her on as a guest, and at seventeen she was well on her way. From Sleepless Hollow she was to go to Hollywood, become a star in films and appear on a great new show that was getting started in 1934 — Louella Parsons' Hollywood Hotel. Miss Parsons did her first series in 1931. She shared fifteen minutes with Raymond Paige's orchestra, and did a five-minute interview with a star. In 1932 she did the first "preview" on the air, presenting Norma Shearer and Herbert Marshall in a scene from their new movie, "Riptide." This was an important development because studios were then most reluctant to allow their new shows on the air, and were permitting Lux Theatre to use only quite old pictures. Out of these experimental broadcasts grew Hollywood Hotel, immensely popular for the next four years. It was a studio show and its "Orchid Room" was entirely imaginary, but to this day eager tourists rove Hollywood trying to find it. Dick Powell, then a singing star in film musicals, was its master of ceremonies and soloist. Raymond Paige, Ann Jamison, Igor Gorin and Frances Langford were featured and just about every top star in town was booked for a guest appearance. The dazzling array of talent that Miss Parsons turned out focused attention sharply on the West Coast, and was one of the reasons the networks were to set up program departments in Hollywood shortly. Radio was growing up fast. Congress took note of its rapidly expanding influence with the Communications Act of 1934. It imposed some long needed new rulings, many are too technical to be of interest here, but two clauses were to have far-reaching effect. One banned lotteries and was to threaten give-away shows on two occasions, the latest in 1949. The other was the clear statement that Congress was not giving the newly appointed Federal Communications Commission power to censor the air, but it did give that board the power to renew licenses of stations on a record of public service. This enormous power was granted in order to give authority to the rulings of the FCC, and was intended to encourage radio as a (Continued on page 78) X) S Only one soap gives your skin this exciting Douquet id New tests by leading skin specialists PROVE the amazing mildness of Cashmere Bouquet on all types of skin! Yes, in laboratory tests conducted under severest conditions on normal, dry and oily skin types . . . Cashmere Bouquet Soap was proved amazingly mild! So use Cashmere Bouquet regularly in your daily bath and for your complexion, too. It will leave your skin softer, smoother . . . flower-fresh and younger looking! The lingering, romantic fragrance of Cashmere Bouquet comes only from a secret wedding of rare perfumes, far costlier than you would expect to find in any soap. Fastidious women cherish Cashmere Bouquet for this "fragrance men love". Cashmere Bouquet Now— At the Lowest Price In Histor — In a New Bath Size Cake, Too! 19