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CBC officials say the buildings have been delayed because of steel shortages, but the latest report has it that the two TV stations will be completed by the fall of 1952. This snail's pace is in accord with the Massey Commission's solemn dictum: "that Canada proceed slowly with television, since it is bound to be costly, and economies may be effected by profiting from experience elsewhere."
Meanwhile, the CBC has applied to the government for another TV loan — of $5,500,000. Ostensibly, part of this money will be devoted to the Canadian Bell Telephone Company of Canada, which has just signed a five-year contract with the CBC to provide communications for a TV network service. The network will link Toronto, Montreal and Buffalo, N. Y. Starting date of the limited network has not yet been announced, but it is known that Bell of Canada will get $225,500 a year for its services.
Q. How long will it be before TV becomes a potent national advertising medium in Canada?
A. In the words of Waldo Holden, commercial manager of CFRB, Toronto: "a good many years." He lists these reasons why:
1. The cost of TV sets in Canada is prohibitively beyond the average mass income. The average TV set in Canada, including servicing charges, costs about $500, and the Dominion imposes stiff impositions on down-payment installment buying. (An optimistic TV manufacturer in Canada predicts that once TV gets under way there, the maximum potential for receivers in Canada will be 250,000 sets annually.)
2. The CBC will not put on enough mass taste TV programs that will sell video sets. Holden feels it will hand pick long-hair, rather than entertainment kinescopes on the order of Milton Berle or Eddie Cantor.
3. TV stations, with their radius of coverage not exceeding 40 miles in Canada, will not reach the hinterland audiences, like farmers and lumbermen. And it is a fact that Canadian cities are widely isolated.
4. Finally, he feels that subsidiaries and Canadian advertisers will not be able to pay the high costs of programs which would be necessary to sustain a TV network. Also, the ratio between the program costs and the audience reached would be too great. * * *
CANADIAN RADIO'S FOREMOST
Advertiser-Service Organization
represen ting exclusively ...
The World's top producers of
SYNDICATED PROGRAMS
Featuring such stars as Lionel Barrymore, Mickey Rooney, Humphrey Bogart. Guy Lombardo, Ronald Colman, Eddie Arnold, Beatrice Kay, Lew Ayres, Adolphe Menjou, Samuel Hersenhoren.
The "All-Canada" Family of Radio Stations
British Columbia
CHWK Chilliwack CFJC Kamloops CKOV Kelowna CKPG Prince George CJAT Trail CKWX Vancouver CJVI Victoria
Alberta
CFAC Calgary CJCA Edmonton CFGP Grande
Prairie CJOC Lethbridge CHAT Medicine Ha*
Manitoba
CKRC Winnipeg
Ontario
CKOC Hamilton CFRA Ottawa CJCS Stratford CKSO Sudbury CFRB Toronto CFPL London CKLW Windsor
Quebec
CFCF Montreal
Martitimes
CFCY Charlottetown CFNB Fredericton CHNS Halifax CFBC Saint John CJCB Sydney CJLS Yarmouth
Newfoundland
CJON St. John's
Program Division • Time Division
ALL-CflNADflitflDIO FACILITIES
Vancouver • Calgary • Winnipeg Toronto • Montreal
27 AUGUST 1951
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