Sponsor (July-Dec 1952)

"There's a long, long trail " Calgary, Alia. *VEHND1V / V ft > Chilli wack. ISC Between Chilliwack BC and Calgarj Vila., only one station carries the featured programs of THE DOMINION NETWORK In the heart of the most densely populated area aeross this span. . .it's CJIB VERNON, BC 940 KC 1000 WATTS CKOV in Centre of the Okanagan 'Encompasses the Valley" CKOV 630 ko. FIRST on the dial for 19,000 radio homes! See our Reps: All-Canada Weed & Company CANADIAN TV {Continued from page 91) Terence O'Dell, resident agent in Canada of the American Federation of Radio Artists (AFL), replied: "Since it took the Government 20 years to establish trans-Canada radio coverage, it may be assumed that many of toda) s radio performers will be lucky if their grandchildren see them on television. " I. J. Allard, general manager of the Canadian Assn. of Broadcasters, went further in a telephone interview with SPONSOR from Ottawa when he said that if the government program is followed, nationwide television "is not likely to be a reality in the present generation. He charged the CBC was violating the recommendations of the Masse) Commission in refusing to license private stations now that Toronto and Montreal TV had begun. VIP George Drew, Progressive-Conservative leader who wants private stations now, declared in Commons: Canada has "the most backward approach to TV of any country with facilities comparable to those we now possess." But the Government has strong backing. MP M. J. Coldwell, CCF leader, answered Drew, stating that TV must encourage Canadian education and culture. He added: "I do not think we could do that if we relied on private stations indulging in commercial advertising. We should be careful lest we permit the prostitution oi this great educational facility by the hucksters who advertise their wares over the radio to the annoyance of a large number of their own people." Q. What do Canadian advertisers think of the TV set-up? A. "TV cannot likely be justified economically for some years to come," says the Joint Committee on Radio &. Television of the Assn. of Canadian Advertisers and the Canadian Assn. of Advertising Agencies. Composed of 33 top sponsors and agencies in Canada, the 38-member committee made a careful survey and issued a 15-page report to its members in Julv which emphasized these points: 1. TV growth will be very slow; ma) take years, in fact, before it's effective competition for radio. Reasons: sets more expensive (almost double U. S., or $350 for 16" set in Montreal, plus installation i ; only two to three hours a day of programing. 2. Extreme high cost of time and facilities, which will go still higher if U. S. experience is duplicated. 3. CBC will produce and direct all TV programs originating in its studios. Agencies and sponsors may make suggestions only. 4. There is danger that CBC's main restrictions may cause the advertiser to lose interest. 5. CBC sustaining radio programs lack mass appeal. If TV programs follow suit, Canadian viewers may Avell FOUR MILLION FRENCH CANADIANS CAN'T BE WRONG! They like Radio! They have the highest 'sets-in-use' percentage on the Continent! They are discriminating too! That's why most of them, most of the time, in Greater-Montreal-Plus listen to CKVL. . . the Station that dominates French Canada's richest market! CKVL 44.99% AUDIENCE STATION A 24.3 << AUDIENCE STATION B 1 7 3% AUDIENCE United States Representative Donald Cooke Inc., 55 I -5th Ave., NYC 114 SPONSOR