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>UBLIC TO THE FAIR
L
BC-TV's Today show during the
iair. (Rival CBS has no tie-in ivflion, but is feeding the Joik erling Show daily to radio listeners >*m a run-of-the-Fair location at e " I op of the Fair" restaurant; e above).
I he closed-circuit color tv system
iill be viewed by most of the esti
ited 75 million visitors to the fair
more than 300 locations. I ost
ildren will be color-televised as a
iblk service, but there's a good
al more going on in the waj oi
W-pressure commercial activity.
For one thing, RCA \ ictor will
periodic t\ closed-circuit
ommercials" of a subtle nature
Ming regular time breaks piped on
' system. For another, Jim foney.
i
director ol the RCA World's I air Exhibit, has long let it be known that RCA "will also accept from
other exhibitors short segments thai
are institutional in nature. I airoriented and noncommercial " V latest count, some 75 exhibitors have furnished descriptive "shorts" to R< \
Samples I S Steel has turnished a color film on how the I nisphere was designed and built. Pepsi-Cola is providing a Wan" Disney-produced film. Sinclair Oil's contribution will be a film on its attentiongetting dinosaur exhibit And other films are being provided b\ such companies most of them m.i|or t\ advertisers with a cann\ eye fol the values o\ mass [\ exposure as
Eastman Kodak. General Cigar. I Motor, Schaefer Beer, American Express, Bell System, General
Motors and ( 'hr\sler.
I urthermore, in a gesture not unlike that o\ commercial broad
casters, the RC \ closed-circuit tern has accepted short films from vai ious public ser\ k ons
uul government agencies for screening
I nample a I S vm\ -produced fin: Picture episode, in color, which deals with the historx and devel
ment of the American is also a tie-up with the ^
Council, whereh
cilities will be used, without for prixlucmg color * id. nouncements tor th<
DNSOR / April 27. 1964
25