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1945 Theatre Catalog, 4th Edition, Page 572 (544)

1945 Theatre Catalog, 4th Edition
1945 Theatre Catalog
1945 Theatre Catalog, 4th Edition, Page 572
Page 572

1945 Theatre Catalog, 4th Edition, Page 572

Television: A Coming. Amusement Industry

iVideo Art Will Have a Niche All Its Own And Operate Successfully in Its Sphere

Television is a magic word. It inspires engineers to probe deeper into the mysteries of the scientific world in hopes of achieving new and even greater electronic miracles. It conjures up in the public mind dreams of endless wonders. Its incomprehensible possibilities open startling new vistas of opportunity.

Its imminence on the American scene heartens those who have fought for its existence; causes others to shrink with fear at the thought of its impact on existing services. Television is magic, indeed.

Yet from a realistic standpoint, television is but another remarkable achievement in an era of scientific wonders. No one can halt its introduction any more than time itself.

I do not believe even hard-boiled skeptics Will deny that television broadcasting on a national scale is imminent. Research in electronics, spurred by the hurried demands of wartime, has been amazing. Now that the war is over, much of


President, Television Broadcasters Association, Inc.

the work accomplished will become an open book and incorporated into peacetime instrumentsenotably television.

It is safe to assume that within two years television shall have established itself regionally, perhaps nationally, as a potential giant in the amusement field. Extreme pessimists who see in television a threat to the existing structure of the amusement world are as far off the track as those zealous and well-intentioned optimists who look upon video as a utopia, to the exclusion of all other arts.

Television will arrive on the American scene as a new business, ready to take its place alongside radio broadcasting, motion pictures and the legitimate stage. It will operate in a realm of its own providing a unique form of entertainment

THE PICK-UP END OF A COMING INDUSTRY is revealed in this close-up shot of a National Broadcasting Company television camera and the network's commentators, taken during a boxing bout at the Madison Square Garden, New York. The regular WNBT program is but one of the features which the public may expect to have delivered into its homes in the future by way of the television. (National Broadcasting Company photograph.)

to millions of people and creating new wealth for the nation. Just who will be its prime operators remains to be seen, since no one will deny that its very method of operation is similar, to an extent, to existing services.

However, the same held true when the motion picture made its bow a half-century ago and when radio was born after World War I. Television borrows its techniques from many sources, yet by its very novel means of reaching a mass audience, it has individual merits which mark it for greatness.

The rapidity with which television will arrive may be gleaned from existing facts. The nine stations now operating in New York City, Schenectady, Philadelphia, Chicago and Los Angeles, are expected to be augmented by many more before 1950. By September 1, 1945, well over 120 applications for new stations in two-thirds of the 48 states had been filed with the Federal Communications Commission, with indications that this number will be trebled now that the war is over.

Opening of each new station in a currently unserviced area will mean the opening of new markets for receiving sets. Employment in television will soar with each expansionethe need for technicians, actors and actresses, musicians, designers, make-up men, electricians, cameramen, etc., will skyrocket to astronomical figures before the present decade ends.

Advertisers will find in television a medium of unmatched prowess. The demand for consumer goods created by the visual message reaching millions on their television receivers will have a salutary effect upon manufacturers of many products, with a gratifying spurt in employment, as a result.

The ill-wind that hit vaudeville when talkies arrived is likely to have the opposite effect in television, where the demand for vaudeville-type talent will be immense.

The era of television is upon us. Those who might, through error of judgment, find it propitious to pour cold water upon it for fear of its impact upon existing services, are likely to find a strong undertow knocking them off their pins. Those who take its arrival in stride and seek to fit it into the present order will find, to their delight, that television has a niche all its own and will Operate successfully in its sphere.

As a new entrant into the amusement field, television will contribute mightily to national well-being. The road to public acceptance has been a difficult one, studded with a maze of electronic complications. Thanks to scientific genius, the pitfalls have been overcome. The going for television from now on should be unimpededeand terrific.


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1945 Theatre Catalog, 4th Edition, Page 572