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THE 'WEEK in IViVSHINGTON
AS VIEWED BY OUR WASHINGTON NEWS BUREAU
The big price breakthrough for color tv is not In sight, but government observers expect price cuts via inass production economies and lower voltage tubes.
Smaller, personal-size tv sets with four or five-inch screens — originally manufactured here to offset Japanese lightweights in the low price ranges — "may become common as transistor radios," it was predicted.
The "tinyvislon" possibility will give networks and advertisers second thoughts about the one-family set viewing concept. It may give radio broadcasters some second thoughts, too, on the possibility of a second tv invasion. Tiny transistor tv's may turn up in the kitchen, bedroom, auto and outdoor locales that radio has claimed as its own.
However, if the cheerful outlook on a stable economy, and the new waves in population, consumer buying plans and possibly more tax cuts hold up, audience and income will be large enough to support all kinds of electronic home entertainment items.
In fact, government spokesmen at the outlook conference say a third "banner year" can be expected for almost all household appliances and home electronic equipment production in 1965. Areas wide open for bigger sales push are in electric washers, vacuum cleaners, toasters, mixers and coffee makers. Only two-thirds to three-fourths of American electrified homes have these items — while all have tv, radios, refrigerators, electric irons.
Marketing analysts will be intrigued by this aspect of the American housewife in buying electric ovens : new, built-in high electric ovens have been the big thing, but coming up even faster are free-standing ranges that look like built-ins.
A propo of the season; those little men in white coats who clean the inside of milady's ovens on tv may be out of a job if upcoming lines with pull-out liners make it big in 1965. Some have super-heat devices to do the cleaning at the flip of a switch.
If Jackie Gleason expects to do retakes on his hilarious explosive extension cord scene for Reggie Van Gleason, he'd better hurry. Large-scale elimination of the "trailing cord" for all items that need to be handily portable is predicted, from portable tv sets and shavers to — no fooling — "electric" socks to keep feet warm.
The consumer protection problems that beset the small-packaging industries— together with designers and advertisers — are also being threshed out in the appliance field. Industry associations are sponsoring new standards voluntarily. If government spokesmen are right, standard-size designations for refrigerators, freezers and laundry equipment based on measures of capacity will "clear up consumer confusion," in the near future.
All of which means revised nomenclature for the advertising.
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