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ended soon it may endanger the press as well.
Q. Who pays for government radio in Canada?
A. The people paid CBC $6,250,000 through a statutory grant by Parliament plus $5,841,317 for license fees I $2.50 for city dwellers, $2 for farmers I or a total of $12,291,317 for the year ended 31 March 1952. CBC made only $2,722,279 on its own. including $2,456,431 from commercial broadcasting. In addition TV has cost the Canadians $6 million to date, or $3 million per station, and a request for $7 million more has been made to Parliament.
Q. Are the people satisfied with the set-up?
A. No. Elliott-Haynes reports in its January 1952 Study of Public Attitudes that 61.2'f of 7.000 Canadians asked said they preferred private ownership of broadcasting, against 17. (>C who wanted all government ownership and 14.7% who were for part ownership by both, or the present set-up.
Q. Do Canadians listen to government programs?
A. Only 11.88% listen to CBC-produced non-commercial programs, according to an Blliott-Haynes study covering the year ended 31 October 1951. In contrast 88.12% listened to commercially produced programs. The noncommercial ocupied 72% of all CBC
program time and attracted onh 16.5% of all sets in use in Canada v\hile on the air. The CAB drew this conclusion :
"By their free choice, Canadians have demonstrated eight-to-one listening preference for programs produced on advertising revenue over the programs produced on taxpayers' subsidy. Thus $12 million taxes imposed on Canadians provided one-ninth of their radio listening."
Q. How many sponsors of American origin use Canadian radio and why aren't there more?
A. A CAB-prepared list shows 117 of the 550-some national sponsors of Canadian radio are of American origin . The complete list of both is published in Part IV of this Canadian section. Biggest American-origin sponsor: P&G. Others I but not in order of expenditures I : Coca-Cola, Lever Bros. ( only Americans consider them of American origin; actually they're English-Dutch I. Rexall Drug, ColgatePalmolive-Peet. Toni (Gillette). Kraft Foods. Lambert Pharmacal, Electric Autolite, Heinz, Campbell Soup, Westinghouse. Sterling Drug, Gillette, Ronson, General Foods. Pond's, S. C. Johnson Co., Wrigley's, General Motors ( Frigidaire I , Quaker Oats, Carnation Milk, Swift Canadian, Firestone Tire, Whitehall Pharmacal. Bristol-Myers. Lipton's (Lever), Imperial Oil (Esso), McColl-Frontenac Oil (Texaco) and Canadian Industries, Ltd. ( Du Pont). Here are three reasons why there aren t more:
CKNW leads all day says ELLIOTT-HAYNES latest catradio survey in high-spending Greater Vancouver.
letters ^ OMwath!
This figure isn't fantasy — it's fact' In one single recent month this year CKAC's "Casino de la Chanson" pulled in 1,060,000 replies, almost all containing proof of purchase. This fabulous quiz show has worked wonders since it hit the airwaves it can work wonders for your product, too. Ask us for details.
CBS Outlet In Montreal
Key Station of the
A TRANS-QUEBEC radio group
CKAC
MONTREAL
730 on the dial • 10 kilowatts
Representatives:
Adam J. Young Jr. New York, Chicago
Omer Renaud & Co. — Toronto
11 AUGUST 1952
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