Television digest with electronic reports (Jan-Dec 1953)

V with Electronics Reports WASHINGTON 5. D C • TFIEPHONE STERLING 3-1755 Trade Bepori December 26, 1953 FIRST LOW-END PRICE CUTS PRESAGE MORE: Even lower prices of low-end black-&-white sets all through trade are certain in wake of announcements of cheaper sets by RCA and Philco. RCA introduced one 21-in. table model at $200 and reduced two 17-ln. tables to their original $180. Philco disclosed all-new line of 17 models, all 21in. , with low-end plastic table at $200, discontinuing production of 17-in. tables. Prodded by advent of color, reduced tube costs and, in varying degrees, inventory positions, prices of other manufacturers may go even lower — with strong possibility widespread price cuts will be offered at Chicago marts next month. RCA* s 6 new sets : 'Master 21 r , ebony 21-in. table model $200; Modernette , 21-in. open-face limed oak console $250; Barnes , 21-in. open-face maroon console $260; Farrell, 21-in. open-face blonde or natural walnut $300; Barrett , 24-in. openface mahogany $395, blonde $415; Sewell , 24-in. full-door mahogany $460, blonde $480. Craig and Brent, 17-in. table models in ebony and maroon, respectively, were reduced to their original price of $180 after having been raised to $190 two months ago. Philco 's price slashes are due to be announced on NBC-TV Philco Playhouse Sun., Dec. 27. At this writing, it's known only that there will be new line of 17 models, all 21-in. , the low-end plastic table priced at $200, wood console at $280. No more 17-in. tables will be made. Last low-end 21-in. table was $250, console $300 ; last low-end 17-in. table was $180. Though Philco says its Atlantic City convention Jan. 4-8 will be devoted only to white goods, custom is to display TVradio lines there, too — and distributor orders aren't likely to be refused. Admiral distributors meet in Chicago Dec. 30 — and spokesman said company may introduce some cheaper sets at that time, though he insisted prices won't be finally determined until just before meeting. Admiral already has a 17-in. table selling at $160 and a 21-in. table at $200. Motorola, like Admiral, isn't saying anything officially about prices — yet — but probably will have some news by time of Chicago marts. And the news should be less about new models than about prices. At distributors meeting Dec. 18 in Chicago, Motorola introduced only one model — a 21-in. metal cabinet table at $230, to replace same-price set with plastic cabinet. As the Big 4 go, so usually goes rest of the industry, who also will be represented in big way at the marts or will hold distributor meetings in January. * * * * Rash of activity broke out following FCC color decision. Metropolitan newspapers for most part played story of color to the hilt — stressing compatibility and also giving proper prominence to color's immediate limitations for consumer. Set makers geared to rush such sets as were available to distributors in cities equipped by AT&T (see p. 1) in time to let dealers watch colorcast of Tournament of Roses, Jan. 1. RCA dispatched 2 color sets each to distributors on loan basis in 21 cities, sent out 50 servicemen to install them. Admiral, Raytheon & Hallicraf ters were among those who also announced shipments to distributors. Doubtless there were others — just as more will be added in coming weeks. Distributors and dealers will get another look at color sets at the marts and at company conventions. Virtually every manufacturer who has produced a pilot :olor set will demonstrate it within month. Some manufacturers moved quickly into the servicing front, too. RCA set up aeries of 4-day color servicing clinics for its set-making licensees, distributors & service technicians. Clinics for licensees start in N.Y. Jan. 11, Chicago Jan. 25, Los Angeles Feb. 8 — each consisting of 28 hours of instruction by RCA Service Co. on color theory, color signals, basic circuitry, components and adjustment,. RCA Service Co. also announced 3 other servicing actions: (1) Published new 9