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FIG. 2.
MARKET AREA CONSIDERATIONS
Where the trade area of a city is more or less symmetrical, a site near the city will give the most uniform coverage.
Directional antennas are a possibility, but usually involve non-standard designs which should be avoided when possible.
Where the area is not symmetrical about the city, it will usually not be possible to cover the whole area with a non-directive antenna.
When the trade area is very large or of irregular contour, it will probably not be possible to provide coverage of the whole area.
tral city and the surrounding territory dominated by that city.
From this, the total households in the area to be served can be determined and potential receiver circulation estimated. Since television station card rates are adjusted in accordance with receiver circulation, gross income will depend on the number of receivers in the area and the competition for the advertising dollar from other television stations and advertising media.
In areas already receiving television service, some ideas of income may be gained by studies of rate cards of existing stations and their commercial schedules.
Following is an average figure of the Class “A” Time Rates per hour and minute for existing TV stations, based on receiver circulation.
Receivers
Hour
Rate
M inute Rate
12,000
$225.00
$27.50
60,000
300.00
54.00
100,000
400.00
75.00
130,000
500.00
90.00
190,000
600.00
110.00
500,000
800.00
145.00
1,775,000
1,500.00
300.00
3,000,000
3,000.00
550.00
Income
potentials of a
locality can 1
estimated
bv studies of
market survey
market trends, potential and actual number of receivers installed, program sources, and studies of existing TV station histories.
Selecting the Site (Step 2)
In this consideration, antenna and transmitter are primarily involved, since, if necessary, the studios can be separated from the transmitter plant and located at a more accessible or convenient location with coaxial cable or microwave relay circuits linking the studio to the transmitter However, combined studio-transmitter sites are most efficient and will reduce operating expense.
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