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Britain is about to take the plunge into commercial television—well, al¬ most. The Government there will set up a new TV service that will accept and telecast advertising, but will not permit sponsorship of programs. Presumably, then, Government em¬ ployees will select and produce the programs and every so often there will be spot announcements from ad¬ vertisers. This will differ from the present setup in which Government employees select and produce the pro¬ grams and there are no spot an- nouricements from advertisers. Any¬ way, viewers there will finally have a choice of two channels. Earl de la Warr, British Postmaster General, whose department is in charge of mail, telephones and tele¬ graph besides radio and television, says, “There is a world of difference between accepting advertising and sponsoring. The press accepts ads, but they remain responsible for their own news columns . , , We are not going to adopt the American system of de¬ pendence upon sponsoring.” The good Earl apparently didn’t consider that the press is an informa¬ tion medium and TV is primarily an entertainment medium. Nor did he see fit to mention that the press is not Government-controlled as is his British Broadcasting Corporation. The American system he dislikes is private enterprise. Under that system the viewer, by accepting or reject¬ ing a program, eventually decides what he is to see on television. The choice is not made for him by a net¬ work, a sponsor, or a Civil servant. If a sponsor’s show does not attract an audience or sell goods, a new show, one that does please the audience and sell goods, must be found. We don’t care too much whether or how the British get advertising on television, but let them stop knock¬ ing our system, which is doing pretty doggoned well.—M. P. Contents SEPTEMBER 25, 1953 • Vol. 1, No. 26 COMPLETE PROGRAMS Week of September 25- October 1 See Index Facing Page 12 TELETYPE New York . 3 Hollywood . 12 ARTICLES How They Mofce Superman Fly.. 5 Sanfa Claus On Your TV Set ... 8 In The Cast: Durward Kirby .14 Third-Graders look At TV .20 PICTURE STORY Holiday In Hawaii .10 CLOSE-UP Bob And Ray . 15 REVIEWS TV SoundStage .22 Down You Go .23 SPORTS Sportscasters vs. Red Smith .18 WOMEN IN TV Roxanne Models The New Sweaters . .13 COLUMN Fine Tuning .23 Walter H. Annenberg, Editor and Publisher