Variety radio directory (1940)

NBC SPONSORED LATIN AMERICAN SERVICE On March 25, 1940, NBC issued rate card No. 1 (reproduced on page 476) to cover commercially sponsored programs directed to Latin America via shortwave. Such broadcasts are simultaneously broadcast by WRCA, 25,000 watts on 9670 and 21630 kilocycles, and by WNBI, 25,000 watts on 6100 and 17780 kilocycles. Commercially sponsored shortwave international broadcasts were made possible by the Federal Communications Commission as of May 23, 1939, when the following regulations were issued : SEC. 42.03 SERVICE; COMMERCIAL OR SPONSORED PROGRAMS. (b) International broadcast service may include commercial or sponsored programs, provided that, 1. Commercial program continuities give no more than the name of the sponsor of the program and the name and general character of the commodity, utility or service, or attraction advertised. 2. In case of advertising a commodity, the commodity is regularly sold or is being promoted for sale on the open market in the foreign country or countries to which the program is directed in accordance with subsection (c) of this section. 3. In case of advertising an American utility or service to prospective tourists or visitors to the United States, the advertisement continuity is particularly directed to such persons in the foreign country or countries where they reside and to which the program is directed, in accordance with subsection (c) of this section. 4. In case of advertising an international attraction (such as a World Fair, resort, spa, etc.) to prospective tourists or visitors to the United States, the oral continuity concerning such attraction is consistent with the purpose and intent of this section. 5. In case of any other type of advertising, such advertising is directed to the foreign country or countries and to which the program is directed in accordance with subsection (c) of this section is consistent with the purpose and intent of this section. c) The areas or zones established by international broadcast stations are the foreign countries of the world, and directive antennas shall be employed to direct the signals to specific countries. The antenna shall be so designed and operated that the signal (field intensity) toward the specific foreign country or countries served shall be at least 3.16 times the average effective signal from the station (power gain of 10). (d) An international broadcast station may transmit the program of a standard broadcast station or network system, provided the conditions in subsection (b) of this section in regard to any commercial continuities are observed and when station identifications are made, only the call letter designation of the international station is given on its assigned frequency, and provided further that in the case of chain broadcasting, the program is not carried simultaneously by another international station (except another station owned by the same licensee operated on a frequency in a different group to obtain continuity of signal service), the signals from which are directed to the same foreign country or countries. (e) Station identification, program announcements, and oral continuity shall be made with international significance (language particularly) which is designed for the foreign country or countries for which the service is primarily intended. (For Rate Card, see next page.) 475