TV Guide (September 4, 1954)

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it will cost you approximately $120 to install network programs in your home, plus about $3.50 a month to maintain the service. The system is customarily installed by one of the several large electronics corporations which make a practice of this sort of thing. After the installa¬ tion has been completed, the corpora¬ tion attempts to persuade local capi¬ tal to move in on an operative basis. At present there are 300 community antenna systems operating in the U.S. They service more than 150,000 homes. This represents a market of approxi¬ mately $45,000,000 in television set sales and an investment of $25,000,000 in tower and cable construction. So far, the systems have been set up in sections of 34 states and in Canada. Most residents of non-television areas greet the prospect of community antenna installations in their towns with enthusiasm bordering on mania. In one Appalachian Mountain com¬ munity, for instance, every family but two stampeded to the local TV Coaxial cable is rigged on utility poles. store to buy sets the day the antenna system was installed. One of the two taxpayers who didn’t show up was in the county hospital and the other, a retired university professor, said he just wasn’t interested. But the rest of the town made a Then wires are strung into outlets in homes. TV sets simply plug in. show of it. They bought every set on display in the TV store and they flooded its proprietor with orders for more. They staged an informal pa¬ rade. They made speeches in front of the Civil War monuments, and the mayor installed a set on the mall at City Hall. The justice of the peace passed out speeding fines while watch¬ ing Garry Moore on a screen hidden under his bench, and the boys in' the general store were silent as they watched the antics of Red Buttons. This went on for a week. Then, sud¬ denly, the town returned to normal. And looking back now, its residents can think about the great day of TV’s arrival with healthy complacency. “Television,” the mayor said, the other day “is something the people of this town can take or leave alone. Like any other field of entertainment, it has its place—but that place is purely a secondary one in the well- rounded life of this community.” “You’ll have to excuse me now,” His Honor continued. “I’ve got to get home. Groucho’s on in ten minutes.” 19