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Can You Afford A Color Set? Here Are Some Of The Prices
to expand its color TV facilities in New York, Chicago and Hollywood so that up to 80 hours a month of color can be telecast.
If there are only about 30,000 color receivers sold so far, why all this emphasis on color programming now? Because RCA and NBC feel that, if enough shows are telecast in color, the public might be induced to buy sets even at today’s prices. Besides spectaculars and the regular shows, the color schedule has included sports and children’s shows. In other words, something for every taste. If more people buy sets, that will result in mass production of color receivers, lower prices and, in turn, still more people buying sets.
Other networks and set manufacturers have not kept pace with RCA and NBC. CBS now telecasts about twoand-a-half hours of color shows each week, compared with only about an hour and a half last year. The network, however, reportedly wary about how slowly color is progressing, has no plans to increase its color schedule this season. ABC is sitting out color entirely. According to ABC president Robert E. Kintner, “It is our intention to broadcast in color only when there is sufficient national audience for color to justify the institution of a national program service.”
On the manufacturing side, CBSColumbia, the set manufacturing division of CBS, has 21-inch color sets waiting on its shelves but is not promoting them. The sets are priced at $795, recently marked down from $1095. But the company believes that the big break-through in color will not occur until 1957 or perhaps early 1958, when the prices of color sets are substantially lower than they are today. “We’re keeping our powder dry,”
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Awesome array: all of this equipment is needed for a colorcast.
said one CBS-Columbia spokesman. “We'll be ready to move rapidly, once we decide that the time is ripe.”
Some RCA dealers still have some 15-inch color sets, manufactured about 18 months ago, which they’re selling for $395. Motorola has 21-inch color sets for $695 and $795 but is currently selling more of them to bars, taverns and other public places than to the public. Capehart has a 21-inch table model at $795. Magnavox, Du Mont and Hoffman have 21-inch sets available at $900 but have made no concerted effort to advertise and promote them. Philco is coming out with a set to be priced at $795 or $895, depending on the cabinet. And Chromatic TV Laboratories Corp. is currently having some experimental receivers made for use in demonstrating its 21-inch tube to possible manufacturers. With this tube, Chromatic says, sets could be made to sell for from $350 to $400.
It’s expected that most other major manufacturers will introduce new