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FROM TV'S MISTAKES
to gain if it wisely assesses the mistakes of its younger broadcast brother
i MISTAKES AND THE OPPORTUNITIES THEY HOLD FOR RADIO
TVs error Radio's opportunity
Tv, once the "glamor medium", has allowed poor programing and ineffective public relations to tarnish its image. Tv no longer has the "excitement factor" it had.
Radio has less to fear from tv today than at any time since 1948. Radio's own image can be built by intelligent and aggressive total industry public relations.
Tv stations, except in rare instances and in occasional programs are not identified with the life of their communities. Most tv programs are network or film shows.
The structure of tv programing gives radio a tremendous opportunity to become an even more significant factor in local community affairs and in advertising volume.
Today all but a handful of tv shows are westerns, adventure, comedy, news, sports, movies. Tv's program horizons, instead of expanding, are becoming more limited.
Creative radio men with bright ideas can find more and more program areas in which tv is not doing, or cannot do a good job. Radio programing is not "locked tight."
Today control of most prime-time tv programing is cen The structure of radio today allows affiliates to get
tered in three networks in N.Y. Despite many fine net valuable service, but not be stifled by networks. Both
work contributions, the situation stifles tv creativity. affiliates and "indies" are creatively much more free.
The soaring costs of tv advertising have put a sharp premium on the statistical, slide rule approach. Tv's brand of "rating madness" is worse than any radio had.
Radio, with much smaller unit costs than tv, can sell time on the more solid grounds of superior programing, more loyal audiences, greater community impact.
Many thoughtful tv men are increasingly disturbed by Radio, by staging an aggressive campaign to prove that
the atmosphere of antagonism and hostility between it is "easy to do business with," can win a host of friends
agencies and advertisers, and tv stations and networks. and good customers away from the ranks of television.
U. S. RADIO/July 1961
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