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People everywhere are excited about television; they want to know when, how and where they
can buy television sets. Picture shows the crowds which daily pour into the television exhibit
at the San Francisco World's Fair which opened in January.
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In television we are launching a new industry.
Starting fresh, let us see that television avoids the mistakes and pitfalls that have cursed radio.
As radio men, we have had bitter experience in the past. We know where disaster lies. Let's insist that television's course be charted to avoid these troubles — from the beginning.
With the new art soon to be put before the buying public, let us plan its sales and business structure soundly. Let us banish forever any possibilities that this great service may be marred by the business evils
that have beset the sale of radio. * * *
Television is the newest, greatest, most complex service devised by man. Already we can see that it is more than a mere technical art, even though it combines the latest knowledge of electrical engineering, chemistry, physics and electronics.
For television will — we now realize — like its older brother, radio, involve undreamed social, political and international complica
O. H. CALDWELL
Editor Radio Today
Former Federal Radio
Commissioner
tions. As television grows, its impact will be felt in the whole gamut' of human emotions and relations.
* * *
It is important then, that the business structure of the new art be set up right from the very start. Models, prices and discounts must all be planned carefully. A television Code of Ethics is in order. Certainly, this is a time to call together all those who will have a hand in this new art, to combine ideas, and to see that no careless "monkeywrench" is tossed into the shimmering structure now being erected.
Perhaps patent control can effect the coordination so much needed. Perhaps Washington— sensing a new industry which can help roll back the recession — will help by authorizing sessions looking toward sound business planning.
But the time for action is now. Television must be planned right, from the start. Or evils and dismay may beset it through all its future years.
0. H. CALDWELL, Editor, Radio Today
On April 30th, with the opening of the N. Y. World's Fair, television broadcasting will start in the New York area, and the Television Era will begin.
In April, appropriately, Radio Today will issue its Television Selling Number, featuring television sets, attachments, prices, discounts, and what radio men need to know about television installation and servicing.
WATCH FOR RADIO TODAY'S "TELEVISION SELLING NUMBER", APRIL, 1939
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