Television digest with AM-FM reports (Jan-Dec 1951)

has legal authority to require commercial stations to set aside specific percentages of time for educational programs. But Coy still doesn't think much of handling educational TV that way — even though Sen. Johnson prefers it to reserving channels for schools. Said Coy; "The policy problems involved in possible exercise of authority to devote a specified percentage of broadcast time to educational programs are of the most formidable kind, and I have a real doubt as to the desirability of such a requirement. The first problem, and probably the most difficult, would be adequate definition of the term 'educational' program." Coy had changed his mind after reading memo from general counsel Benedict Cottone, who disagreed with original opinion by assistant Max Goldman (Vol. 7;33). VIDEOTOWN FIGURES, HANDLE WITH CARE: "Videotown" surveyors got fingers burnt last year when they "warned" industry that their mid-year findings indicated set sales would amount to only 4,000,000 for 1950. Prediction was manifestly off-base at the time — even if there had been no Korea-prompted buying rush in offing (Vol. 6:26). Actually, prediction was quite accurate — for Videotown. But it was cockeyed for country as a whole. This week, survey's sponsor, Cunningham & Walsh ad agency, issued "Videotown IV," which shows town's TVs increased 113% during 1950 over number in 1949. Thus, agency's prediction of "doubled" ownership was quite close. As we pointed out at time, danger lay in assuming that single small "mature" market (40,000 pop., 40 mi. from New York) was representative of whole U.S. No national prediction accompanies new survey, which covers situation as of June 1, 1951 — but year's sales outlook for Videotown should come closer to countrywide pattern, simply because all TV markets are one year older. Survey estimates this year's sales will reach two-thirds those of 1950. Thus if 7,500,000 were made and sold last year, that means around 5,000,000 this year — not far from most guesstimates. (Actually, inventory pileups indicate less than the 7,500,000 were sold — possibly as many as 1-2,000,000 overlapping from 1950 production into 1951 pipelines.) Replacement market of about 400,000 for 1951 could be anticipated, if it's safe to "extrapolate" Videotown findings. Of present owners, 3.8% intend to replace this year — 62% wanting bigger screen, 29% seeking better performance. * * * * Survey in unidentified Videotown is exhaustive, comprising interviews with all 5457 TV owners in town, plus 528 non-owners. Among other findings; (1) Only 65 families own 2 sets, and mere 32 are using both. (2) Color impact is negligible — 43% saying they'd leave it alone, 20% undecided; 17% planning on converter or adapter; 8% planning on converter or adapter, if they could afford one; 7% expecting to buy color set; 6% saying "it depends on cost." (3) Of total sets, 21% are 10in. . 32% are 12%-in. , 31% are 16-in., 16% are 17-in. and up. (4) Fifteen brands, unidentified, account for 94. 9% of sets ; 4 dealers sold 48% of total. Viewing-listening-movie habits; (1) During average evening, 86% of sets are turned on, compared with 88% last year; set is on 4.1 hours daily, same as last year. (2) Husbands watch 11.2 hours Mon.-Fri., wives 12.3, while children range from 6.6 hours for sons over 18 to 12.3 for youngsters 10-18. (3) Evening radio listening drops to one-eighth as much as pre-TV, but daytime listening is little affected. (4) Movie attendance is only 20% higher among non-owners than among set owners this year, compared with 100% last year, but attendance was down 40% in all groups — thus attributable to something besides TV. Televising of public hearings was endorsed on final report of Senate Crime Investigating Committee Aug. 31. Committee proposed code to govern telecasts of Congressional events which upholds public’s “right to be informed of the activities of its Govt.” as well as rights of witness to fair hearing, but says “a witness does not have any inherent right to interfere with the rights of the public in this regard.” Other suggestions: (1) Sponsors for telecasts should be approved in advance by committee holding hearing. (2) Commeixials shouldn’t be broadcast from hearing room. (3) Station breaks limited to 10 seconds. (4) Proceedings shouldn’t be interrupted for comment or commercials. (•’5) “Institutional” commercials of minute or less permitted during pauses and intermissions. (6) Local stations banned from interrupting network program to insert local or spot announcements.