"Television: the revolution," ([1944])

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"WHO'S GOING TO PAY THE BILLS?" 59 television theatre chains—whose annual gross may conceivably run into nine figures. On occasions of national importance all of the instrumentalities of television—theatres and broadcasting plants—may be linked together through the tele chain for the presentation of addresses by the President, important world figures, and significant sessions of Congress. Such a pooling of television's audiences would, of course, be non-commercial and probably at the specific request of a government agency. * * * The probable pattern of post-war television begins to make itself apparent. The industry's basic coverage will.be visual broadcasts into the home, sponsored by local and national adver- tisers. The demand for immediacy—beyond the financial reach of practical sponsors—will be provided by theatres. Virtually all motion pic- ture houses will include some televised news on their program, replacing the obsolescent news- reel. Certain theatres will convert to the show- ing of television productions exclusively and their screens will be lighted by the nation's headliners in sports, drama, and music. The bill for the filmed and live entertainment broad-