Sponsor (1964)

Record Details:

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can iv kss expensive than foi the massivel) I k. i \ \ antennas required foi \HI channels \iul present design ot tr.uiMnnti.is points to the possibility ol vastl) chcapci anipliiv mi' equipment tin l Ml than the oldei I channels llic ultimate criterion ol i ill 's technical accepta j,hilit\ |k'iii>ini.iik\ caii he measured only in the market place oi puhlic recognition I hose l Ml broadcasters who have had a fighting l chance In virtue ot piogram a\ ailahilit\ have all heeii successful. Hut where good programing was unavail able, 01 alie.uh offered b) an established \ channel l in the same area, the puhlic had little incentive to tune to the I station \ikl this is a problem that all stations face, regardless ol their channel numbers. It should be pointed out that I ad) Luck can contribute immeasurably to the success ol a fledging I Ml broadcaster I uck played an important role when we began operations hack in 1953, when we managed to overcome a number ol severe economic problems. We were luck) in that there was onlj one YMI station on the ait in our region when we started, rhus, /ere able to obtain, right at the outset, a substantia] number of excellent network programs on an exclusive hasis. We were fortunate m that anv viewer interested in watching either CBS' oi NBC 's programing had to tune in to a UHF station. We were also luckv in that our stockholders viewed our station not as a get-rich-quick proposition, hut as a means of serving and developing our community. And the) were willing to put more moncv into our operation to keep us alive during lean periods. Fortunately, these stockholders will not have to wait until with UHF H\ William I . Putnam President Springfield television Broadcasting Corp. i\\\MI* Springfield, VVRLP Greenfield ...id vvi/ii Worcester, m;Iss; w m i Dayton, Ohio) working president of Springfield Tv, Hill Putnam not only oversees the policies oj tour < III nations, but personalty works both before and behind the nuneras, makes sales calls anil performs such chores as changing /m stations' beacon lights, t strong believei in community involvement, he has written ami delivered some -iooo editorials during the past fo< years His stations have also been in the forefront of fi broadcast innovation, among the 'ir^r /<• use videotape, linal color-origination equipment, etc. The hh ngfield outlet was one of the first . fat UitU s to open in 19 the next world foi th gulai quarter!) dividends and foi th< six years Noi have we spared pensc in equip] out plant with the best available equipmem v. one ol the lust videotape equi] .'ions m the country, and we were one ol the nal uscis ol color, locall) \nd bacl in the days ol H Wide World, vvc did more network originations than am comparable station that I ^ ol the vciv lew local st.itions to have originated simultaneous pickups foi all three netWi • done u more than once We have worked foi the a to us b) oui communit) (Springfield is om cit) oi licet and the SUpporl We have received from nation.,! gional and local advertiscis I wrv major retail Cern in our area is ,i regular, yeai round patron ot oui facilities. No national advertising schedule is com plete without our station I suppose I could go on foi some time a| to "blow mv own horn " Hut I want to put a the point that a l Ml station can be successful ii evei. vou must otter what people Want tO see. you must he willing to persist against the real handicap ol "no set circulation" at the outset; and vou must he luck) enough to have good people working lor vou ♦