BROADCASTING in AMERICA

Hokitika Guardian, 6 March 1931, Page 5

BROADCASTING in AMERICA

LOW LEV*EL REACHED. VANCOUVER, February 4. 'l'lk* “business” of radio broadcasting in United States and Canaan lias noiv touched its lowest level—a standard of high-power salesmanship, set by advertisers, who hate acquired sole control up the air. Th e monopoly is based on ihe principle that the purpose ol broadcasting is to lure the listener to buy this or that brand of commodity or service, from bonds or banana oil to free dentistry.

Ju its everyday programme, the situation in United States and Canada is now at its worst. Whatever is done by way of education will reach only a fraction of the radio public, and fill only a minute part of radio time, Advertisers pay now as much as £4OOO an hour lor a coast-to-eoast broadcast ol their wares. The prices is to be increased.

There have been protests, by the Press and leaders of public education, but it is now generally felt there is no possible recovery. The public shows no sign of protest. Ten years have made them accustomed to what the advertisers have served up to them. Canada is in a parlous state, as the air is dominated for hundreds of miles north of the border, by the hig American stations. Canada is at last be-

ginning to -how signs of revolt. At the next sitting of the Dominion Parliament. a big effort is to he made to recover the air from the tentacles ol the advertising octopus, and invest it in tlie people, on lines simitar to the Rrifidi Broadcasting Corporation. But with no sign of co-operation from the United States, the difficulties in the way are appalling. We can only hope for the best.