Weekly television digest (Jan-Dec 1960)

VOL. 16: No. 2 17 • • • • JANUARY 11, 1960 1959 TV PRODUCTION — 6,349,008: El A officially tallied 1959 TV set production at 6,349,008 units last week, as it supplied its members with output figures for the final statistical week (ended Jon. 1) of last year. Radio figures showed 15,619,809 sets produced — highest yearly output since 1947 and tied with 1946 for 2nd biggest radio production year in history. TV production for 1959 marked healthy comeback from the 4,920,428 produced in 1958, but set no record (production has exceeded 7 million imits 5 different years). Eleven-month retail sales figures (p. 22) also issued this week, indicate that year's TV sales may come out slightly more than 5.8 million, while radio sales (excluding auto) will reach 9 million or a little more. Here are the TV-radio production figures for the final 2 statistical weeks of 1959 (year's totals subject to slight changes after final El A audit): Dec. 18-25 Dec. 26-Jan. 1 1959 total 1958 total TV 103,342 76,643 6,349,008 4,920,428 Total radio 278,550 218,846 15,619,809 11,747,449 auto radio 130,156 94,868 5,554,855 3,715,362 OPTIMISM & ENTHUSIASM AT CHICAGO MARTS: When steel strike settlement was announced during opening day of Chicago markets, the last barrier to all-out optimism was removed — and TV-radio-appliance manufacturers almost imanimously used same phrase in forecasting 1960: "A banner year." Dealers, too — attending new-line showings & NARDA convention — were enthusiastic about prospects. Rarely have we attended an industry event where good feeling was so nearly universal. There was even optimism in the 2 product areas which troubled the industry most last year: the Japanese radio import situation and the disappointingly slow movement of stereo. And in many cases, more orders were being written than last year — although the winter marts are not primarily selling events. From our talks with manufacturers & dealers at the show, and from our own observation of the maintent show at the Merchandise Mart as well as the sideshows clustered in Loop hotels, here is the Spirit of 1960 in consumer electronics, as it looks to us (further information on the various topics will be found on the pages indicated) : Biggest news of all in every branch of the trade is that product upgrading will continue, with emphasis this year continuing & expanding last year's trend to quality, as opposed to price. Prices as such, on model-for-model basis, probably won't increase, but average price of TVs & stereos sold at retail will. Although increase in steel prices undoubtedly will cause rises in white goods, some manufacturers felt that steel settlement actually has staved off boosts in TV & stereo — because such higher priced steel substitutes as aluminum and wood now won't have to be used. The market signaled full-fledged industry-wide launching of the 23-in. tube. Virtually every TV manufacturer now has it in its line. Principal exceptions: Magnavox & Emerson, both expected to add 23-in. sets this spring. Admiral's 23-in. set at $199.95 list (dealer price $132) had everybody talking — and there's no doubt other manufacturers will add a model at this price by next summer. The coming of the 19-in. square-cornered tube this spring & summer brought twinkles to the eyes of just about every set maker. Everybody sees it as the big new development of 1960, and there's feeling that it may be a more significant development than the 23-in., being a really "new size." No 19-in. sets were far enough along to be shown — even in mock-up form — but there's no doubt that this size is as uncontroversial as the 23-in. was controversial last year. No 2 ways about it — it's in. (For summary of new tube size developments, see p. 19.) Fine-furniture trend was never more in evidence. Styling of most higher-priced drop-in TVs & stereo had most pronounced furniture look yet — and there were more fine-furniture or furniture-designer "name" tie-ins in TV-stereo — a la Motorla's Drexel connection and its new tie-in with Heritage, Westinghouse-Perlmutter and Capehart-Tomlinson.