TV Guide (July 2, 1955)

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Whose Hand Is At The Dial? Even The Surveys Don't Agree. Gilbert) that teen-agers spend watch¬ ing TV is lower than that of any other group in the youth field,” says Gilbert firmly. “Because of this lack of enthusiasm among teeners and be¬ cause of the terrific enthusiasm which younger children have for TV (they spend two-and-a-half hours a day watching the set), the real control is maintained by the pre-teen child where there is either group in the household.” Gilbert, who modestly asserts that he “undoubtedly” knows the youth market “better than anyone'else in the United States,” says the reason teeners aren’t interested in TV is be¬ cause they have too many other in¬ terests to take up their time. Among them: school activities, dates, sports, dancing and movies. Cunningham and Walsh’s research¬ ers haven’t attempted to establish who controls the TV set, although their figures show that in the course of a full week the housewife spends ap¬ proximately an hour more daily twirl¬ ing dials than do her children. What the C&W figures do seem to indicate is that it is television itself that ex¬ erts a terrific influence on all mem¬ bers of the family, rather than the other way around. On young children, TV has a marked disciplinary influence. “TV is good for training children,” one mother told an agency interview¬ er. “If my daughter don’t practice the piano, she don’t see Ramar of the Jungle. Boy, does she practice the piano!” On adolescents, TV has a restrain¬ ing effect: “My son would have married the wrong girl if it hadn’t been for TV,” a mother insisted. “He used to run around with this blonde down at the drug store. Then he got interested in the programs on TV. Now he stays home. He hasn’t seen that girl now in over two months!” And even Grandmother’s way of life has been affected. “The other day when my grandson came to visit me, we watched a cow¬ boy movie. After the show he hit me on the head with his gun when I wouldn’t lie down dead.” Among this welter of facts, opinions and statistics, only one thing stands out clearly. Father hasn’t been men¬ tioned once.