It’s the day commercials were allowed on American television.
Money drives the television machine. It’s responsible for just about everything you see on the home screen (even educational television needs grants to put programming on the air). And, today, you don’t get streams in your home for nothing. Legally, anyway.
July 1, 1941 was when it all began.
There were still only a handful of stations on the air. Even then, the FCC had approved DuMont’s picture standards, which meant TV sets had trouble picking up signals from NBC and, especially, CBS. That was in New York. Los Angeles and Chicago had stations broadcasting, with Philadelphia and Schenectady in stages of development. Even DuMont wasn’t ready to air regular programming.
Chatter abounded about commercial television when it debuted. We posted about it here. There are lots of newspaper stories to pick from, so we’ve tried to restrict ourselves.
The schedules below for New York television in July 1941 come from the Herald Tribune and the Times. There was no programming on Sunday. DuMont was only running unspecified tests.
If you're wondering, the little girl named Ann Francis seen on the storybook show later grew up to be Anne Francis.
Tuesday, July 1, 1941
WNBT (NBC), New York, Channel 1 (55.75mc, video 51.25mc)
1:30—Test pattern.
2:30—Baseball: Phillies vs. Dodgers at Ebbets Field.
6:45 to 7:00—News with Lowell Thomas.
8:00—Test pattern.
9:00—U.S.O. Program: Thomas E. Dewey, Mrs. Winthrop Aldrich, others; Uncle Jim’s Question Bee; Musical Revue: “Bottlenecks of 1941”; “Truth or Consequences” with Ralph Edwards.
WCBW (CBS), New York, Channel 2 (65.75mc, video 61.25mc)
2:00—Test pattern.
2:30—Dancing lessons.
3:15 to 3:30—Children’s story.
7:30—Test pattern.
8:00—News.
8:15—Joan Edwards, songs.
8:30—Metropolitan Museum of Art: Speaker, Francis Henry Tyalor.
9:00 to 9:30—Bob Edge interviews Paul Schreiber, Yankee pitcher; Mrs. Gwendolyn Bloomingdale.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
As of last Tuesday (July 1), it was legal to have advertising sponsorship of television programs in America. Because it was legal NBC solicited its radio advertisers to try the new medium and three sponsors accepted. Thus NBC had some commercials to start off commercial television. This was Tuesday. On Wednesday and thereafter NBC television schedules were about where they have been since 1939 — filling in time. Mixed into the premiere night of commercial television was a Soldier Show (reviewed below) and ceremonies in celebration of the successful culmination of the recent $11,000,000 fund drive for the United Service Organizations which will hereafter operate canteens, etc., at or near our Army camps. The ceremonies televised the faces of such personages as Thomas E. Dewey, Walter Hoving, Admiral Andrews, Col. Lord, Mrs. Winthrop Aldrich and Mrs. Ogden L. Mills. There was nothing to say about the ceremonies except that the two ladies had a startled where-am-I look when they got the cue to talk and the scripts of all the speakers were written in that, dull, logrolling monotone characteristic of organization officers congratulating each other.
More detailed comment on commercial television's first night follows:
UNCLE JIM'S QUESTION BEE
With Bill Slater, Edith Spencer, Dan Seymour
Audience Participation
SPRY (Levers)
Once-Only, July 1, 1941
WNBT (NBC), New York
(Ruthrauff & Ryan)
Uncle Jim's (Bill Slater) Question Bee, one of the innumerable audience participation programs on the radio and neither worse nor better, entertainment-wise, than its contemporaries, was fortified by another sponsored personality of the same sponsor, Aunt Jenny (Edith Spencer), for this one-time experiment by Ruthrauff & Ryan in television production. Uncle Jim's was able to call itself the first advertising-sponsored television quiz program in history. It was first by about one hour, Ralph Edwards' Truth and Consequences' being a later offering of the premiere evening.
Probably typical of television's booking difficulties, the guests who had been announced, Lionel Stander and Gloria Stuart, did not show up. Instead Allen Prescott, an experienced radio program emcee, and an artist's model chosen apparently at the last minute for her photogenic features rather than any probable ability to help along a quiz, were substituted. There was also an 'outsider' couple.
The effect of television upon an audience participation show may be said to be twofold: (1) the contestants acquire a visual 'personality,' offsetting the fact they seldom seem to have any microphone personality unless they're plants; and (2) the child-like nature of quizzes is made doubly evident. It might be fair to deduce that television would enhance the appeal of this sort of thing to those already interested and drive away everybody else. But television does have an 'eavesdropping' quality like a party-line telephone and homo sapiens usually dote upon listening in on other people's conversations. So there you have a confused picture, a politician's yes-but-on-the-other-hand-no kind of report. Which is probably the story of television as of its 'commercial' beginning, July 1; 1941.
It was pretty artificial and self-conscious striving when the whole group gathered around Aunt Jenny's table where a Spry-made chocolate layer cake was cut. Uncle Jim, announcer Dan Seymour, the artist's model, Allen Prescott and the visiting couple all awkwardly nibbled at the cake as Aunt Jenny, without a hint of self-consciousness, kept taking bows for her prowess as a cook.
Aunt Jenny (Edith Spencer) is okay for television. This is not surprising as she was undoubtedly picked in the first place because she shows up in magazine layouts as the perfect prototype of the kitchen-proud American homekeeper. As a case of typecasting the advertising world has in Aunt Jenny out-Hollywooded Hollywood. Not only does this actress look (wearing specs), dress (bungalow aprons, etc.) and appear (affable, energetic, workman-like) like the incarnate copywriter's concept of all American toilers-over-hot-stoves, but she is able to read lines 100% in character. She's a clinical study in beautiful-food-selling hokum.
But Aunt Jenny, the next time she cuts a chocolate layer cake over television, will have to remember not to lick the cake-knife with her mouth and then offer to cut her guests another, slice with the same knife.
The program was panned on and off commercially by a closeup of Dan Seymour, a mite silly-feeling, holding a can of the shortening grease made by Levers. Seymour televises attractively as does Uncle Jim.
LOWELL THOMASNewscast
15 Mins.
SUNOCO
Once only, July 1
WNBT (NBC), New York
(Roche, Williams, Cunningham)
The regular Sunoco newscast at 6:45 P.M. was doubled for television. In other words, while he was giving his digest of the news tickers, Thomas was also under the fire of the iconoscope. Television presented a picture of him broadcasting.
Added for television fore and aft were closeups of cans of Sunoco oil. There is nothing very glamorous about these cans or about men reading either news digests or commercials from scripts. But the value of news to television as to radio—and other media— cannot be questioned. It is a standard commodity of human interest.
Thomas has appeared before the tele cameras before and was at home. He 'photographs' okay, mustache and eyebrows and abundant hair framing a clear picture for black and white.
'TRUTH OR CONSEQUENCES'
With Ralph Edwards
IVORY SOAP
Once Only, July 1, 1941
WNBT (NBC), New York (Compton)
This was a second question-asking program in an evening of dullish, slow-paced, unedited, time-ignoring telecasts. By the time the Ralph Edwards session began along about 10:30 p.m. the viewers must have been pretty blah from it all. (It was a beastly hot night to make it worse and 525-line television doesn't get ideal results on 441-line sets.)
There were the same kind of camera closeups of Ivory Soap as of Sunoco and Spry containers earlier. There was a staged bit of hoke about what beautiful hands one gal has and vice versa on another gal. And the reason?
It was pretty hard to believe that the contestants were not paid stooges. This radio program is a broadcast version of the old parlor game of forfeits. The horseplay unquestionably is responsible for the program's high radio popularity rating.
Television was able to offer all who were mechanically equipped to see the strange spectacle of an adult citizen told to perform a hula-hula dance. The production staff wrapped him in a grass skirt and he carried through with that willingness to play the fool which sometimes passes as being a good sport It makes a very unpretty picture — If anybody cares — of American citizenship in 1941. But there were more and more incredible consequences to come. There was, for example, another fat gent who was told he was a child. He was to prepare to bawl while seated on the lap of a middle-aged woman, ostensibly a complete stranger to him. The instructions were the cue for the prop boys to rush a length of cloth between the fat gent's legs and tie him up in a diaper. All good clean radio fun, but it helped to begin television under commercial sponsorship on a pretty low level.
May destiny preserve this nation from the terrible example of smart-alekism which, with the aid of television if ever organized nationally, this kind of drunk-while-sober behavior represents! Land. (Variety, July 9)
'JACK AND THE BEANSTALK'
With Lydia Ferera, Ann Francis, John Rupe
Story with Cartoons
Afternoon, 3:25 WCBW (CBS) New York
Here is an imaginative experiment. Using the two television cameras on mobile dollies, the story of 'Jack and the Beanstalk' was begun as a serial. Lydia Perera is the story-teller; Ann Francis the blonde daughter who kneels down by mommy's chair. John Rupe is the animator who draws to suit the narrative as the story unfolds. It was a pleasant, nostalgic reminder in simple — beautifully simple — terms and it provided a first rate sample of fluid, unfettered approach to the production problems of television.
It was amusing and significant how often the cartooning of Rupe, as executed before the viewer's eyes, drew warm chuckles. The iconoscopes trained on and off mother, mother and daughter, child, the expanding panel of cartoons. Especially amusing was Rupe's suggestion of what his home and mother looked like to Jack in the beanstalk once he had climbed up to the land of make-believe.
Phillip Booth both writes and directs this series, and an intelligent job he does in both. Land. (Variety, July 9)
NBC's latest decision is to make available 15 hours or more per week for commercial television, starting July 1. It states that it has several accounts lined up for television broadcasting.
RCA-NBC television got started yesterday (Tuesday) in New York under the new dispensation from the Federal Communications Commission which permits advertising sponsorship. It's pretty vague who of the 2,000-odd owners or television receivers can tune in the programs at this date because of the needed conversion from 441 line images to 525 lines.
However, NBC has three first-time sponsors with which to start. General Mills sponsored the Brooklyn Dodgers baseball newscasting in the name of Sun Oil, At 9:15 the Uncle Jim's Question Bee was presented for Spry with Gloria Stuart and Lionel Stander as special personalities along with 'Aunt Jenny,' which same sponsor. Lever Brothers, has on CBS.
NEW YORK, July 5.—NBC commercial television bowed in Tuesday [1] with Bulova Time Signals, Lowell Thomas airing the news for Sun Oil Company, Uncle Jim’s Question Bee for Lever Bros., and Ralph Edwards’ Truth or Consequences for Procter & Gamble. With the exception of Thomas, who aired at 6:45 p.m., and the first Bulova Times Signal at 2:30 p.m., the remaining commercials were telecast between 9 and 11 p.m., together with a few sustaining features which included talks on the United Service Organization Campaign and a soldier-boy revue, Bottlenecks of 1941, thrown together by the draftees at Fort Monmouth, N. J.
Emerging from this television melange was one completely sock tele show. Truth or Consequences. Truth or Consequences has already proven itself good stage fare, having successfully played theaters, therefore its success on tele might have been expected. Its action was in the nut groove, having much of the element of spontaneity, and Edwards paced the show as if he had been doing television for years, showing no hesitancy or doubt as to the propriety or execution of show’s screwball antics. Commercials on this session were rather good, best of them occurring at the beginning of the program and showing two women—one of them with “dishpan hands” and the other with comparatively lovely appendages owing to the use of Ivory Soap.
Uncle Jim’s Question Bee, airing for Spry, did not come thru so successfully: rather it limped along, hitting a spontaneous level only occasionally. Players occasionally assumed a wooden quality that threatens to be the bane of many would-be tele performers and programs. Commercial plugs were experimentally interesting, but on occasion foolish and boring. Announcer Don Seymour, for instance, would sometimes appear holding a can of Spry. This type of plug lacks all ingenuity, and the expression on Seymour’s face seemed to indicate this fact. A better commercial had Aunt Jenny displaying the texture of Spry and giving out with an appropriate spiel. A more elaborate but boring commercial showed the cast eating a cake baked with Spry. This was much too long and showed the players gorging themselves while maintaining fixed, grinning facial expressions.
The USO program, which opened the evening telecast, was an average piece of business presenting a number of speakers. Thomas E. Dewey led the session and proved very telegenic.
Bottlenecks of 1941, the soldier boys’ musical comedy, had a few bright moments, undoubtedly gave the soldiers and their families some thrills, but displayed the to-be-expected amateurish faults. (Paul Ackerman, Billboard, July 12)
'BOTTLENECKS OF 1941'
Soldier Show
WNBT (NBC), New York
This may have been funny to the soldiers, and it may have had some punch and zip in an auditorium. But before the NBC television cameras it was unbearably dull. Every item was dragged out nearly everything was in slow tempo. The humor was too local, too special for more than an occasional half-smile's-worth via sky-pictures.
Fort Monmouth Signal Corps Replacement Training Centre wrote, directed and performed the various skits, songs, etc. Although billed as 'excerpts' the suspicion was inevitably aroused that nobody at NBC exercised any of the ruthless cutting that might have made this a passable filler on the novelty value. One-third its rambling running length would have been more suitable. But then, of course, everybody couldn't have been seen or heard or gotten any of those pointless 'credits' which army morale or free show courtesy seems to demand. (Variety, July 23)
NBC, fully licensed to carry advertising-sponsored television programs, went on the air last Tuesday, July 1, in New York with three sample commercial programs (see reviews this issue), but CBS, not yet fully commercially licensed and lacking an audience because Channel 2 is not provided for on existing receivers, has merely stepped up its program experimentation. After viewing the NBC commercials and the CBS experimentals these showmanship observations seem justified:
1. The commercials will be a headache, especially under the non-fluid tape-measured, narrow space production methods of NBC.
2. The experimental at Columbia seem to have a basically more promising approach to programming in terms of showmanship.
The difference, invidious or not, between NBC and CBS television production seems to be that NBC is formal and CBS is informal, highly so. NBC skypictures give the impression that the engineer runs the works. CBS already suggests that CBS runs the engineers. This is the difference between treating telelvision [sic] as a science only and treating it as an art exploiting a science.
The informality at CBS, which occupies huge auditorium-like quarters in Grand Central Terminal, is exemplified in numerous small ways, but especially in the general attitude, which represents conscious company policy. For example, one iconoscope has taken a picture of its mate rolling into position for the next shot, a close-up. Vaudevillians who put on their acts are allowed to ad lib and there is a take-it-easy quality in everything. The results are psychologically beneficial. True, CBS has not yet televized anything requiring actors to memorize lines, or stick to a set dramatic plot. Here, perhaps, is where the comparison is unfair to NBC, which has faced these hardships with time, money, staff and other limitations.
CBS' Contribution
CBS greatest production contribution to television after this informality technique (or escape-from-technique?) is the bank of hanging flourescent lights which form a shell above the floor. These, plus mercury vapors developed by General Electric, provide a big and ample throw of light over a large area in which the dollies can freely move and the actors are not roasted as under ordinary lighting. (NBC has also made considerable progress in improved lighting.)
The control panel at CBS makes a provocative spectacle of the modus operandi of television. There are several images of what the iconoscopes are giving to the transmitter (Chrysler tower three blocks away) and the directing crew wear head phones. Left to right looking outward down at the lighted floor there is (1) a girl secretary keeping the log for the FCC, (2) audio engineer with headphones (Dick Fay) who communicates with the microphone boon-operator, etc., (3) assistant director Carl Beyer, (4) Director Worthington Minor, (5) switch Bernie Brink, who controls the traffic of the mobile cameras operated by Messrs, Bretz and Benedick, and (6) the shader, Albert Harcher, who checks the light.
Exec HeadsIn and about the production floor are the executive heads of CBS television, Adrian Murphy, Peter Goldmark, Leonard Hole, Gilbert Seldes. And as a final touch of informality there is Dick Coogan who is roving master of ceremonies. He may pop into the picture at any time to comment, kibitz with the performers, make suggestions, So far as most of the items that CBS puts out are concerned, the rehearsal and the performance are merged, co-existing, improvised and synchronized.
These comments should not be taken to imply that CBS has a new revolutionary technique, but simply to report that it has something and its fresh perspective, purposely freed of other company tradition, may be an excellent, invigorating influence on all television. This seems true — the basic approach is showmanly, not engineering. (Robert J. Landry, Variety, July 9)
FCC Applications, July 1
NEW. NBC, Washington-CP commercial television station Channel No. 2 FM (formerly W3XNB).
NEW, Philco Radio & Television Corp., Philadelphia-CP new commercial television station to operate on Channel No. 3 FM emission (formerly W3XE).
Wednesday, July 2, 1941
WNBT (NBC), New York, Channel 1
1:30—Test pattern.
2:30—Eastern Clay Court Tennis Championships at Jackson Heights.
8:00—Test pattern.
9:00—Film: “Death from a Distance” (1935) with Russell Hopton, Lola Lane.
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30—News
2:45—Table Talks. Helen Sioussat interviews Mrs. Fay Gillis Wells, Quincy Howe and Clark Eichelberger.
3:15—Children’s story.
7:30—Test pattern.
8:00—News.
8:15—Joan Edwards, songs.
8:30—Quiz.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
Thursday, July 3, 1941
WNBT (NBC), New York, Channel 1
1:30—Test pattern.
2:30—Eastern Clay Court Tennis Championships, Jackson Heights.
8:00—Test pattern.
9:00—Variety Show with Julien Bryan’s Pictures of Russia.
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30—News.
2:45—Metropolitan Museum of Art.
3:15—Children’s story.
7:30—Test pattern.
8:00—News
8:15—Bob Edge, Sports.
8:30—Country dance and Swedish Folk Dance Society.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
FCC Applications: July 3
NEW, General Electric Co., New Scotland, N. Y.-CP new commercial television station formerly W2XB Channel No. 3 and special emission FM.
Friday, July 4, 1941
WNBT (NBC), New York, Channel 1
1:30—Test pattern.
2:30—Eastern Clay Court Tennis Championships, Jackson Heights.
8:00—Test pattern.
9:00—Film short subjects; spelling bee.
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30—News.
2:45—Metropolitan Museum of Art.
3:15—Children’s story.
7:30—Test pattern.
8:00—News.
8:15—Clifford Reed, Office of Emergency Management.
8:30—Test Pattern.
9:00—Sports with Bob Edge.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
Saturday, July 5, 1941
WNBT (NBC), New York, Channel 1
1:30—Test pattern.
2:30—Eastern Clay Court Tennis Championships, Jackson Heights.
WCBW (CBS), New York, Channel 2
2:30 to 4:30—Test pattern.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
Monday, July 7, 1941WNBT (NBC), New York, Channel 1
9:00 to 11:30—Amateur Boxing from Jamaica Arena.
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30—News.
2:45—Dancing lesson with Arthur Murray instructors.
3:15—Children’s story: “Jack and the Beanstalk.”
7:30—Test pattern.
8:00—News.
8:15—Joan Edwards, songs.
8:30—Variety: “Men at Work.” Goodrich and Nelson, acrobats; Libby and Betty, bicyclists; Lena Clark; Estelle and LeRoy, dancers; Fredda Gibson, songs.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
Tuesday, July 8, 1941
WNBT (NBC), New York, Channel 1
1:30—Test pattern.”
2:30—Film: “Condemned to Live.”
9:00—Film: “Glider Meet at Elmira,” The Revuers, Variety Show.
10:00—News.
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30—News.
2:45—Unscheduled (station aired "Boys in the Back Room").
3:15—Children’s story.
7:30—Test pattern.
8:00—News.
8:15—Joan Edwards, songs.
8:30—Metropolitan Museum of Art.
9:00—Bob Edge Interviews.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
INSIGHT into television problems was supplied by CBS last Tuesday [7] on a special half-hour visual program, The Boys in the Back-room, on WCBW, CBS television station in New York. From its new television studios in the Grand Central Bldg. CBS presented appearances by Gilbert Seldes, CBS director of television programs, along with members of the production and engineering staffs, all with a word on their special functions and problems. The Back room telecast may be repeated soon, according to CBS. (Broadcasting, July 14)
Chicago, July 8.
Various' stage names appearing at the two downtown Balaban & Katz theatres which present live talent (Chicago and State-Lake) have made appearances on the B. & K. television station, W9XBK. Among these were Pat O'Brien, Willie Shore, Gil Lamb and Blackstone the Magician.
Station set-up is in final stages of completion and when finished will carry full 15-hour-a-week schedule of television programs. A staff of eight people headed by William C. Eddy, is at the station and have been responsible for the actual building of much of the equipment.
A 200 ft. steel tower has been erected on the roof of the State-Lake Bldg., and a portable broadcasting automotive unit has been built. Two large studios and one small 'personality' studio are ready. (Variety, July 9)
Schenectady, N. Y., July 8. When work on General Electric's new television studio, claimed to be the largest of its kind in the United States, is completed within a few weeks, GE plans to enter the commercial telecasting field with the FCC minimum of 15 hours per week. Last December, the company discontinued the broadcasting of local television programs over W2XB, Schenectady, after 18 months of experimentation.
Equipment to include two cameras on movable dollies, one stationary camera, a microphone extension boom allowing complete control of position and angle of the mike from off-set, etc. A 128-foot steel tower, on which are mounted relay antennas to carry the programs to the transmitting station in the Helderbergs, is near a rear corner of the structure. To protect the antennas from the elements, they are enclosed by a wooden box which can be electrically heated. (Variety, July 9)
Wednesday, July 9, 1941
WNBT (NBC), New York, Channel 1
1:30—Test pattern.
2:30—Film: “Chronicles of America—Christopher Columbus.”
8:00—Test pattern.
9:00—Variety Show: “Stars of Tomorrow”; Film: “Bermuda” with Carveth Wells, commentator.
10:00—News.
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30—News Report.
2:45—Helen Sioussat interviews Elinore M. Herrick, Elden La Mar, Spencer Miller, Harold Bergen.
3:15—Children’s story.
7:30—Test pattern.
8:00—News.
8:15—Joan Edwards, songs.
8:30 to 9:30—Quiz program.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
Thursday, July 10, 1941
WNBT (NBC), New York, Channel 1
1:30—Test pattern.
2:30—Water Circus at Astoria Pool.
8:00—Test pattern.
9:00—Film: “Easy Money.”
10:00—News.
WCBW (CBS), New York, Channel 22:00—Test pattern.
2:30—News.
2:45—Metropolitan Museum.
3:15 to 3:30—Children’s story.
7:30—Test pattern.
8:00—News.
8:15—Bob Edge, sports.
8:30 to 9:30—English Folk Dance and Country Dance Societies; Adrian Hull, caller.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
Friday, July 11, 1941
WNBT (NBC), New York, Channel 1
2:30—Baseball: Reds vs. Dodgers at Ebbets Field.
9:00—One-act play: “Minuet” with Ned Wever and Helen Claire; and film, “We Are all Artists.”
10:00—News with Ray Forrest
WCBW (CBS), New York, Channel 2
2:00—Test Pattern.
2:30—News.
3:15 to 3:30—Children’s Story.
7:30—Test Pattern.
8:00—News.
8:15—Test Pattern.
9:00—Sports with Bob Edge.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
Saturday, July 12, 1941
WNBT (NBC), New York, Channel 1
1:30—Test pattern.
2:30—Metropolitan A.A.U. Basketball, Manhattan Beach.
WCBW (CBS), New York, Channel 2
2:00 to 4:30—Test pattern.
W2XWV (DuMont) Channel 4
12 to 6 p.m.—Tests and selected films.
Monday, July 14, 1941
WNBT (NBC), New York, Channel 1
8:00—Test Pattern.
9:00—Amateur Boxing from Jamaica Arena.
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30—News.
2:45—Dancing lesson.
3:15—Children’s story.
7:30—Test pattern.
8:00—News.
8:15—Joan Edwards, songs.
8:30—Variety: “Men at Work.”
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
Ruth Hopkins, Frank Liebler, Phyllis Gray, Billy Lipton
30 Mins.
Afternoon, 2:45
WCBW (CBS) New York
Not yet commercially licensed, Columbia's WCBW nevertheless went to a full 15-hour weekly television schedule as of July 1. It is using the opportunity to continue program experimentation shooting with highly mobile iconoscopes. The production interest of these dancing lessons, in which quite literally two Arthur Murray instructors will teach two beginners, lies in the wide spaces, the lack of camera lines, the informality of the whole proceedings. Dick Coogan, as a sort of roving emcee, will walk across the floor every now and then and make some comment on the lessons. All easy-going, unhurried, unstiff. Similarly, a cameraman with a hand film set does his shooting in full view of the tele.
The informality loosens up and makes interesting a routine filler that could so easily be as rigid as a German train dispatcher. Land. (Variety, July 23)
BROADCASTING of original television programs over W2XB, General Electric station at Schenectady, is to be resumed with greatly increased transmitting power upon completion of the new studio building and changes in the transmitter to incorporate the new standards with a few weeks, according to Robert S. Peare, GE manager of broadcasting.
Power at the transmitting station in the Helderberg mountains, 12 miles south of Schenectady, will be increased from 3,000 to 20,000 watts for sound and eventually from 10,000 to 40,000 watts for scene transmission. Locally originated programs, discontinued last December after 18 months of experimentation, will be both live and film.
Since December GE telecasting has been confined to the relaying of NBC programs originating in New York by means of the relay and transmitting stations in the Helderbergs. These rebroadcasts were discontinued temporarily as of June 30 to permit changing the transmitting equipment to conform to the new picture and sound standards established by the FCC.
W2XB had been telecasting under an experimental license in Channel 3 and expects to apply for a commercial license in this channel. With completion of the changes, GE is planning to enter the commercial telecasting field with a minimum schedule of 15 hours weekly. GE receiving sets in the Albany, Troy and Schenectady area served by W2XB and in metropolitan areas served by other television stations will be adapted to the new standards. (Broadcasting, July 14)
SEEKING listener opinion on programs, WNBT, NBC's television station in New York, mailed a folder postcard with attached business reply card listing the station's entire schedule for the week. On the reverse of the reply card is a ballot listing each program with the request to classify as either excellent, good, fair or poor. (Broadcasting, July 14)
Tuesday, July 15, 1941
WNBT (NBC), New York, Channel 1
1:30—Test Pattern.
2:30—Swimming at Manhattan Beach.
9:00—Variety with Jack Smith, Patti Pickens and Jean Cavall, Bob Simons, others.
10:00—News with Ray Forrest.
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30—News
2:45—“Boys in the Back Room.”
3:15 to 3:30—Children’s story.
7:30—Test pattern.
8:00—News.
8:15—Joan Edwards, songs.
8:30—Metropolitan Museum of Art.
9:00—Bob Edge, sports.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films
Wednesday, July 16, 1941
WNBT (NBC), New York, Channel 1
1:30—Test pattern.
2:30—Film: “Jamestown.”
3:10—Film: “Aquarium in a Wine Glass.”
3:20—Film: “An Apple a Day.”
8:00—Test Pattern.
9:00—Stars of Tomorrow.
9:30—“Words on the Wing.”
10:00—News.
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30—News Report.
2:45—Helen Sioussat interviews: Major George F. Eliot, Amos Pinchot, Elizabeth Blackwell, Robert K. Strauss.
3:15—Children’s story.
7:30—Test pattern.
8:00—News.
8:15—Joan Edwards, songs.
8:30 to 9:30—Quiz program.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
INSTITUTIONAL telecast to act for television as the Farm & Home Hour does for longwave broadcasting will start July 17 on NBC's television station WNBT, under the Lame of Radio City Matinee. Hostess on the first program will be Vyvyenne Donner, fashion expert, and guests will include the Triolets, girl's trio, and the Four Dudes, male chorus.
Subsequent programs will be devoted to such feminine interests as beauty, fashions, child welfare, and decorating. The hour telecasts, Thursdays at 2:30 p.m., will be written and produced by Ernest Coiling, who handles television publicity for NBC. (Broadcasting, July 14)
That talented singer, Henrietta Lovelace, appeared on the first of a series of television broadcasts at Radio City Wednesday [16]. She also was one of the entertainers, along with Aida Ward and Lucille Hegeman, who was on the program. (New York Amsterdam Star-News, July 19)
COMMERCIAL television facilities were granted July 16 by the FCC to General Electric Co., Schenectady, to replace its W2XB, experimental video station of GE silent since June 30. GE at present is remodeling its present experimental transmitter in the Helderberg Hills, New Scotland, N. Y., and proposes to be ready for its commercial debut by Sept. 1. Incidental experimentation with color television is contemplated by GE.
Grant authorized use of television channel No. 3 (66,000-72,000 kc.) and will serve 3,320 square miles in the Albany-Schenectady-Troy area with some 572,000 residents. (Broadcasting, July 21)
FCC Application: July 16
NEW. Allen B. DuMont Labs., New York-CP new commercial television station on Channel No. 6.
NEW YORK (AP)—Television is back in stride again. How far it goes depends on many National defense requirements on the radio industry will be a factor.
But in coming back it has a new status—commercial instead of experimental. It has been given a full “green light" by revised Federal Communication Commission regulations.
New York, as the present center of activity, with Los Angeles about next in line, has taken the reintroduction without much ballyhoo. Programs were resumed on a regular schedule alter nearly a year lapse taken up in settling differences over operating standards.
The NBC station, now WNBT and on the air as W2XBS since April, 1939, with public programs, was first to get a commercial license. The CBS transmitter, WCBW, under construction and experimentation for two years, started its schedule under authorization calling for a 30-day period of tests.
The Don Lee station at Los Angeles, W6XAO, which has been telecasting since 1931, experimentally and otherwise, maintains its schedule while changing over the transmitter to the new standards. At Schenectady, N.Y., the General Electric W2XB is temporarily closed down to increase power, move into new studios and make other alterations.
Image Detail Increased
Otherwise throughout the country there are nearly 20 additional stations in various stages of preparation looking to commercial licenses.
The new standards include an increase of image detail from 441 to 525 lines and the use of frequency modulation on the sound channel. These changes affect the receivers, which, while many will operate fairly well with some adjustment of need to be altered internally to get the full effect of the improved standards.
Among these are shifts in the tuning unit. For instance, CBS is on a new channel which most of the sets will not bring in until the alterations, now under way here without cost to set owners, are completed. New York has about 3,000 receivers and Los Angeles more than 500.
Despite lack of ballyhoo, there is plenty of hustle in the NBC and CBS studios. Programs run from movies, drama, dancing lessons, through vaudeville acts and in some instances the televising of regular broadcasts like that of Lowell Thomas. NBC has a number of remote pickups, mainly sports, while Don Lee also puts on numerous remotes.
The CBS outside pickup apparatus still is in preparation.
Defense Must Be Considered
Return of television comes when the radio industry is stressing every effort toward the upbuilding of defense communications. At the same time it faces curtailment of important metals for civilian use.
This situation no doubt is to have an effect on the marketing of receivers as well as transmitters and the supplying of necessary replacement parts. However, one company, RCA, has reported it expects to have a number of sets available, while another, DuMont, said it planned to become active again.
Meanwhile, both NBC and CBS, as they go ahead with public programs, are continuing research into color television, considerably advanced in the laboratory within the last year. (C.E. Butterfield column, July 16)
Thursday, July 17, 1941
WNBT (NBC), New York, Channel 1
1:30—Test pattern.
2:30—Radio City Matinee with Vyvyenne Donner, Percy Cowan, Ralph and Budd, Triolettes, others.
8:00—Test pattern.
9:00—Film: “Tumbleweeds” with William S. Hart.
10:00—News.
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30—News.
2:45—Metropolitan Museum of Art.
3:15 to 3:30—Children’s story.
7:30—Test pattern.
8:00—News.
8:15—Bob Edge, sports.
8:30—Country Dance, Adrian Hall, caller.
9:30—Color Television: Country Dance.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
COLOR EXPERIMENT
With Country Dance Society
20 Mins.
Thursday, 9:30 p.m.
WCBW (CBS) New York
Mark the date: July 17, 1941. It probably is a television 'first.' At the conclusion of its regular black-and-white transmissions Thursday night there was a 20-minute over-the-air telecast by Columbia's mechanical disc-type color television.
It was the first viewing by outsiders not in a laboratory by coaxial cable relay. This incident was seen in the board room of CBS at 485 Madison avenue, and came from the Chrysler tower.
As just what it was called — an experiment — the offering was provocative and arresting. Color definition was quite clear and the camera revealed detail surprisingly well. It was helpful to have seen the same Country Dance Society and Ukranian costume dancers in black and white just ahead of the demonstration.
Many problems remain, of course. Whole clusters of problems, in fact, have not even been considered. But as of July 17, 1941, it is something remarkable to see and report this CBS color television developed by Peter Goldmark. Land. (Variety, July 23)
A fall millinery and fur fashion show was a feature of the first “Radio City Matinee” television program, sponsored by the National Broadcasting Co. from 2:30 to 3:30 yesterday afternoon. The event, visualized as a program of particular interest to housewives, is under the supervision of Vyvyan Donner, fashion editor of Fox Movienews [right]. The furs in the showing were provided by members of the Associated Fur Coat and Trimming Manufacturers, Inc. (Women’s Wear Daily, July 18)
Friday, July 18, 1941
WNBT (NBC), New York, Channel 1
1:30—Test pattern.
2:50—Baseball: Cardinals vs. Dodgers at Ebbets Field.
9:00—Film: “Carlsbad Caverns.”
9:10—Film: “Technique of Lucite Carving.”
9:20—Film: “Estonia.”
9:30—Harvey Harding, songs.
9:45—To be announced.
10:00—News analysis with Sam Cuff.
WCBW (CBS), New York, Channel 2
2:00—Test Pattern.
2:30—News.
2:45—Test Pattern (Times) or Film (Herald Tribune)
3:15 to 3:30—Children’s Story.
7:30—Test Pattern.
8:00—News.
8:15—Test Pattern.
9:00—Sports with Bob Edge.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
FCC Application, July 18
NEW, Don Lee Broadcasting System, Hollywood--CP new commercial television station (formerly W6XAO) on Channel No. 1.
Saturday, July 19, 1941
WNBT (NBC), New York, Channel 1
2:00—Test pattern.
3:00 to 5:00—Metropolitan A.A.U. Basketball, Manhattan Beach.
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30-4:30—Film.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
Monday, July 21, 1941
WNBT (NBC), New York, Channel 1
8:00—Test Pattern.
9:00 to 11—Amateur Boxing from Jamaica Arena.
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30—News.
2:45—Dancing lesson.
3:15—Children’s story.
7:30—Test pattern.
8:00—News.
8:15—Joan Edwards, songs.
8:30 to 9:30—Variety with Ray and Arthur, acrobats; Julian and Marjorie, dancers; Betty Jane Smith, tap dancer; Jack McCoy, comedian; Tamara, songs (Times) OR Drama: “`Men at Work” (Herald-Tribune)
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
COMMEMORATING the tenth anniversary of the inauguration of its first daily television broadcasting service, CBS on July 21 included a brief anniversary ceremony in its regular Monday evening Men at Work telecast on WCBW, New York.
Gilbert Seldes, director of CBS television programs, described the initial telecast of July 21, 1931, when James J. Walker, then Mayor of New York, Ted Husing, George Gershwin, Kate Smith and other artists crowded into a small, dark room to do their stuff on a floor space only two feet square before a battery of photoelectric cells surrounding the small opening through which their faces were televised.
E. K. Cohan, CBS director of engineering, and William Schudt, head of the transcription division of Columbia Recording Corp., CBS subsidiary, were introduced by Mr. Seldes as engineer and program director of the first CBS television program.
Contrasting television then and now, Mr. Seldes pointed out that actors no longer need weird makeup, that television studios today are large, light and air-conditioned and that the images on the receiver are now well defined, but added that this progress there are still many problems to be solved in the broadcasting of sight-and-sound programs. (Broadcasting, Aug. 4)
WITH CBS transmitting its first full-scale television program in full color last Thursday evening [17] and DuMont as well as CBS expecting to be ready for commercial operation about Aug. 1, the television picture in New York broadens day by day. The only operator to start commercial video on the July 1 opening date, NBC continues its regular 15-hour weekly visual program schedule, which includes several sponsored programs, on WNBT.
Using special apparatus developed in its own laboratories by Dr. Peter Goldmark, CBS chief television engineer, CBS wheeled in color cameras and televised a repeat performance at 9:30 p.m. of its Country Dance program, transmitted in black-and-white from 8:30-9:30 p.m. The full production was televised in color, although only a few of the special color receivers were available for spectators.
DuMont Testing
DuMont's new transmitter and studios, located at 515 Madison Ave., New York, are going through final stages of field testing, accordingto Mortimer Loewi, head of the DuMont television operations, and a commercial license is expected around Aug. 1. Although DuMont expects to begin commercial operations as early as possible, no definite word on commercial arrangements, such as sponsors and rates, has been announced by Mr. Loewi. The new "electronic view-finder" will be used on television cameras at the new studios, Mr. Loewi stated, commenting that the novel apparatus should lower the cost of visual pickup equipment. The new view-finder consists of a 5-inch cathode tube in a shadow-box attached to the side of the camera.
By looking through the eye aperture the operator sees the televised scene on the screen of the tube, just as it is picked up by receivers. In addition to automatic compensating features and the advantage to the operator of seeing the actual transmitted result, the relatively economical apparatus replaces expensive sets of glass lenses, Mr. Loewi explained. (Broadcasting, July 21)
Tuesday, July 22, 1941
WNBT (NBC), New York, Channel 1
1:30—Test Pattern.
2:30—Film: “Mother’s Sacrifice.”
2:40—Film: “Spilling the Beans.”
2:45—Film: “Truthful Tolliver.”
8:00—Test Pattern.
9:00—Zeke Manners’ Hillbillies (Herald Tribune)
9:30—Boxing (Herald Tribune) OR
9:00 to 11—Boxing from Ebbets Field. Main bout, Red Burman vs. Melio Bettina (Times).
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30—News
2:45—“Boys in the Back Room.”
3:15 to 3:30—Children’s story.
7:30—Test pattern.
8:00—News.
8:15—Joan Edwards, songs.
8:30—Metropolitan Museum of Art.
9:00—Sports with Bob Edge, interviews Philip Wylie, writer.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films
Television enthusiasts will have the pleasure to view trick and accuracy fly and bait casting over the WABC [WCBW] Television next Tuesday night [22] when your columnist will have as guests of Bob Edge, Miss Doris Fischer of Mountain View, and Little Dorothy Vogel, sensational caster, daughter of Archie Vogel, local police officer. The show is slated for 9:30 p. m.
This I believe will be the first time such a program has been used in television. Bob Edge, noted sportsman and commentator, now in charge of all sports programs for WABC Television, is arranging all necessities for the broadcast. (Doc Gootenberg column, Paterson Evening News, July 18)
The July 22 fight also will be sponsored for regular broadcast on NBC-Blue by the company, which in addition will sponsor a series of 10 other bouts on NBC-Blue, from Shibe Park and the Philadelphia Auditorium under promotion of Herman Taylor, Philadelphia fight impresario.
Jack Fraser has been assigned to handle the commentary for the televised version of the Burman-Bettina fight, with Sam Taub and Bill Stern, NBC fight announcing team, presiding over the Blue broadcast. NBC holds exclusive broadcast and television rights to all bouts at Ebbets Field, home of the Brooklyn Dodgers, as well as exclusive broadcast rights for Taylor's Philadelphia fights. (Broadcasting, July 21)
Wednesday, July 23, 1941
WNBT (NBC), New York, Channel 1
1:30—Test pattern.
2:30—Film: “The Pilgrims.”
3:20—Film: “Monks of Mystery.”
3:25—Film: “Riviera Industries.”
8:00—Test Pattern.
9:00—Good Neighbors. 9:45—Travelogue with Julien Bryan.
10:00—News.
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30—News Report.
2:45—Helen Sioussat interviews Philip LaFollette, Linton Wells, Edward M. Steveson, Mrs. Harry Shackleford.
3:15 to 3:30—Children’s story.
7:30—Test pattern.
8:00—News.
8:15—Joan Edwards, songs.
8:30 to 9:30—Quiz program.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
Thursday, July 24, 1941
WNBT (NBC), New York, Channel 1
1:30—Test pattern.
2:30—Variety with Christopher Morley, Chandra, Richard Kent, others.
8:00—Test Pattern.
9:00—Film: “It couldn’t Have Happened” with Reginald Denny.
WCBW (CBS), New York, Channel 2
2:00—Test Pattern.
2:30—News.
2:45—Metropolitan Museum of Art.
3:15 to 3:30—Children’s Story.
7:30—Test Pattern.
8:00—News.
8:15—Sports with Bob Edge.
8:30—Country Dance and Finnish Folk Dance Societies, Adrian Hull, caller.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
Friday, July 25, 1941
WNBT (NBC), New York, Channel 1
1:30—Test pattern.
2:30 to 3:30—Wings Over America, from LaGuardia Field.
8:00—Test pattern.
9:00—Ed, Jack, Betty, roller skaters.
9:10—Civil Defncse Program.
9:20—Asta Sven, dancer.
9:30—Harvey Harding, songs.
9:45—Ireene Wicker, stories.
10:15—News Analysis, Sam Cuff
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30—News Reports.
2:45—Test pattern.
3:15 to 3:30—Children’s Story.
7:30—Test pattern.
8:00—News.
8:15—Test pattern.
9:00 to 10:00—Sports with Bob Edge.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
Saturday, July 26, 1941
WNBT (NBC), New York, Channel 1
2:00—Test pattern.
3:00 to 5:00—Metropolitan A.A.U. Basketball, Manhattan Beach.
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30-4:30—Film.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
Monday, July 28, 1941
WNBT (NBC), New York, Channel 1
8:00—Test Pattern.
9:00 to 11—Amateur Boxing from Jamaica Arena.
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30—News.
2:45—Dancing lesson.
3:15 to 3:30—Children’s story.
7:30—Test pattern.
8:00—News.
8:15—Joan Edwards, songs.
8:30 to 9:30—“Men at Work”: Variety with Sue Reed, Jack Homer, puppeteer; Hal Sherman, comic; Toy and Wing, dancers; Hildegarde Halliday, mimic.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
BOTANY WORSTED MILLS, Passaic, N. J., will soon become the third advertiser on WNBT, NBC television station in New York, sponsoring a daily televised weather forecast followed by a visual presentation of one of the sponsor's products. Series, for which the starting date has not yet been determined, will be placed through Alfred J. Silberstein Inc., New York. (Broadcasting, July 28)
Tuesday, July 29, 1941
WNBT (NBC), New York, Channel 1
1:30—Test Pattern.
2:30—Soap Box Derby, Riversdale.
8:00—Test Pattern.
9:00—Summer Time Revue.
10:00—News with Ray Forrest.
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30—News.
2:45—“Boys in the Back Room.”
3:15 to 3:30—Children’s story.
7:30—Test pattern.
8:00—News.
8:15—Joan Edwards, songs.
8:30—Metropolitan Museum of Art.
9:00—Bob Edge interviews Caswell Adams, writer.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films
Wednesday, July 30, 1941
WNBT (NBC), New York, Channel 1
1:30—Test pattern.
2:30—Film: “The Puritans.”
3:30—Film: “Seen in Syria.”
8:00—Test Pattern.
9:00—“Stars of Tomorrow.”
9:30—Spelling Bee
10:00—Betty Randall, songs.
10:10—News with Ray Forrest.
WCBW (CBS), New York, Channel 2
2:00—Test pattern.
2:30—News Report.
2:45—Helen Sioussat interviews.
3:15 to 3:30—Children’s story.
7:30—Test pattern.
8:00—News.
8:15—Joan Edwards, songs.
8:30 to 9:30—Visual quiz program.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
FCC Applications: July 30
NEW, Zenith Radio Corp., Chicago-CP new commercial television station (formerly W9XZV) on Channel No. 1.
NEW. The Journal Co., Milwaukee-CP new commercial television station (formerly W9XMJ) on Channel No. 3.
Thursday, July 31, 1941WNBT (NBC), New York, Channel 1
1:30—Test pattern.
2:30—Variety Show.
8:00—Test Pattern.
9:00—Julien Bryan, photographer-lecturer [photo to right].
9:40—Film: “The Ninth State” (1938).
WCBW (CBS), New York, Channel 2
2:00—Test Pattern.
2:30—News.
2:45—Metropolitan Museum of Art.
3:15 to 3:30—Children’s Story.
7:30—Test Pattern.
8:00—News.
8:15—Sports with Bob Edge.
8:30—Country Dance and Polish Folk Dance Societies, Adrian Hull, caller.
W2XWV (DuMont), New York, Channel 4
12 to 6 p.m.—Tests and selected films.
