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A Ts
Big=Time
GUIDE
REPORT:
TV
Many Color Programs Are On The Air But Public Sees Them In Black And White
Is this the big year for color TV? If you mean the number and variety of color programs being telecast, the answer is yes. But if you’re talking about how many color receivers will be manufactured and sold this year—the true measure of big-time color TV— the answer is no. But maybe next year.
Despite a sharp boost in the number of color shows telecast each week by NBC and CBS, the public seems content for the moment to watch these in simple, old-fashioned black-and-white. There are only about 30,000 color sets in the hands of the public now, according to latest trade estimates. With the price of color receivers ranging up to about $900, it’s unlikely that there will be a mad rush to buy them. And that seems to be the
crux of the problem: the public won’t purchase color receivers until the price comes down and the price isn’t likely to come down until more people buy color receivers.
RCA, which has paced the industry in manufacturing and promoting color TV, still charges $795 for a 21-inch table model and $895 for a 21-inch console. Brig. Gen. David Sarnoff, board chairman of RCA and NBC, says that it will be impossible to reduce those prices until increased sales lead to increased manufacturing. But he claims that RCA alone is now selling and installing about 1000 color receivers each week. Asked to predict how many color sets will be sold during 1956, Sarnoff said, “It will be more