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have either the people or the time to relegate someone to an ivory tower to just think about things.
"Yet this needs doing. That's why we consider this project a very longrange effort, with the possibility of no pay-out or none for a long time."
Why hasn't the television industry, particularly, moved into this theoretical research area before now?
Huntington answers: "I think the big reason is because we've been too successful on our hunch system. But it's possible we would have done a lot more if we'd had the research. One thing's for sure: as costs go up in the industry — as in all media — television will have to find a more efficient way of doing things. We'll also have to make a better defense of those rising costs.
"This is true of all media, and I think it's significant that television is taking the lead in this effort." Huntington and his TvB and governing committee colleagues will welcome any media-oriented plan as well as those from academic people. Thus comparative papers — analvzing tv in contrast with other media — are welcome if they relate to the basic prob
lem of tv and human behavior.
All entries must be forwarded to the Competition on Plans for Television Research, 1 Rockefeller Plaza, New York 20, by 15 March, 1961. There are several stipulations, one of which is that only individuals — not organizations — can submit an entry.
The descriptive booklet on the competition can be obtained from there also.
The judging will take an unknown amount of time because the number of entries cannot be estimated. Another factor is the considerable perusal and study time which will be required for each entry because of its original and penetrating nature. The compilation of the 20 best plans into a book therefore is not expected for at least a year.
Among the other distinguished committee members are C. R. Carpenter, psychology professor and director of the division of academic research and services at Pennsylvania State U. (with whom TvB has been cooperating on projects for the past three years l : John B. Carroll, professor. Graduate School of Education, Harvard U; Joseph J. Klapper,
consultant, communications research, behavioral research service, General Electric Co.; Paul F. Lazarsfeld, chairman, department of sociology, Columbia U.; Wilbur Schramm, professor of communications research, director of the institute for communication research, Stanford U.
Among the advertising and industry supporters of the project: Marion Harper, Jr., president, McCann-Erickson; Arno H. Johnson, chairman, Advertising Research Foundation; Thomas B. McCabe, president, Scott Paper Co.; Frank Pace, Jr., chairman. General Dynamics Corp.
Others who have endorsed the competition: Philip H. Coombs, program director of the education program, Ford Foundation; Roy M. Hall, assistant commissioner for research, U. S. Office of Education; Ralph Hetzel. vice president. Motion Picture Assn. of America; Porter McKeever, director of information. Committee for Economic Development; Gilbert Seldes. director. Annenberg School of Communication, U. of Pennsylvania; John F. White, president. National Educational Television and Radio Center. ^