Sponsor (Sept-Dec 1958)

n Commercial commentary continued . Bing. who appeared at rehearsal wearing a tim Tyrolean hat, took one look at the script, and announced he couldn't play it because he'd "just get laughs." But somehow we staggered up to air time. And then suddenly the miracle happened. A broadcast to remember From the opening bars of Adeste Fideles, we knew we had a program to be proud of. Bing was singing with all that strength, sincerity and ease that have made him one of the best loved artists of our time. His Silent Night was the truest, purest rendition of the old German carol that I have ever heard. And when, with the Merry Macs, he went rollicking through Jingle Bells, he had the whole audience jumping in his musical sleigh. Orson's script turned out to be a beautiful dramatization of Oscar Wilde's lovely story. The Happy Prince. Orson did the narration, and Bing played the central character with incredible tenderness (and no laughs). Later a commercial record of the "Happy Prince" was made from this part of the Philco broadcast. H you have never heard it, you should. It is one of the truly great radio classics. Nor was this all. Bing had just come back from France where he had visited the camps, and on our program he repeated some of the skits and songs he had done for the troops. He also made a very moving little speech to the mothers and fathers of the boys over there. He said, "I've seen them, and they're all right, and don't worry. The last thing any of them would want is to have their folks worrying about them at Christmas time." And then Orson who, in his moments of greatness, is unequalled by any reader in the world, began the Christmas story from St. Luke. "Now it came to pass in those days there went out a decree from Caesar Augustus that all the world should be enrolled. And all ivent to enroll themselves, everyone to his own city. . . ." When he had finished he turned to the audience, and said quietly. "And now, our program would not be complete without this. Bing is going to sing White Christmas." There were L500 people in the theatre, and I've never heard anything quite like their reaction to this announcement. There was a gasp, a sigh, a kind of half sob. and then complete silence as Bing finished "May your days be merry and bright. And may all your Christmases be white." All in all it was a broadcast to remember. A broadcast which. I am sure, brought comfort and happiness to a great many people. That is why I have been thinking about it this Christmas time. Our business, the crazy, mixed-up business of advertising and broadcasting is all too often hectic and harried and pressure-ridden and superficial and cheaply commercial. But most of us who have ever struggled to put on radio and tv programs know that there do come too, however rarely, moments of real truth and surpassing beauty. Moments when, in Matthew Arnold's phrase, "A man becomes aware of his life's flow." When he can see beyond himself, and his own pathetically small part in the world, to something deeper and finer. "And then he thinks he knows The hills where his life rose And the sea where it goes." To all of my friends in radio and tv and advertising who have found such moments in their work, I send my affectionate best wishes for a very Merry Christmas. ^ "Stocks furniture on tape" Mr. Robert Breckner V. P. Programming KTTV, Los Angeles "We Videotaped* the world's largest home furnishing store, Barker Bros., floor by floor — in one session of less than 5 hours, we recorded a huge collection of furniture, complete with motion. This technique, which has enabled KTTV to capture the immensity of this store and its stock, is helping Barker Bros, and its agency. Mays & Company, get more out of its TV than ever before." CORPORATION 850 CHARTER STREET, REDWOOD CiTY, CALIFORNIA 20 DECEMBER 1958