Radio in U.S.A.

Radio Record, Volume III, Issue 28, 24 January 1930, Page 8

Radio in U.S.A.

Opinions of Listeners. A§ the result of vague murmurings of dissatisfaction with present day programmes -in U.S.A., efforts have been made by means ‘of comprehensive surveys to ascertain the publie viewpoint. One of the most significant: of these surveys, says an American‘ magazine just to hand, is that recently made by the Commonwealth -Club of California, since it represents an independent and unbiased attempt to learn the: preferences of a typical cross section of a community of listeners. The conclusions are based npon four thousand sets of answers to a group of twenty questions. — : Two-thirds of the replies showed that listeners think that there is something wrong with the programmes. — More than half of them stated that they are constantly annoyed by radio advertising, although 86 per cent. admit that they are grateful to the advertisers and nearly half are led to buy through this medium. Music is greatly preferred to the. spoken voice, only .one-third of the audience wanting more ‘talks, although more than two-thirds of the listeners want more educational talks and half of them want more. radio drama. Saxophone music fs wanted by only 106 out of 4000, of which 85 per cent. prefer semi-classical orchestral music. Men’s voices received a four-to-one vote as compared to women’s. One of the most surprising features in the poll is that only.19 per cent. do not enjoy gramophone music. Fishing for distance still amuses 37 per cent. and 69 per cent. think that distance reception has ‘improved during: the -past two years. Local reception has also improved in the opinion of 94 per. cent, Many critics agree that there are too many stations and that they are too close together. The preference is 71 to 29 for ‘chain _ programmes as compared.to local. -The great majority think that there should be no censorship of programmes. Propesed remedies run all the way from "killing announcers" to broadcasting legislative sessions. There seems to be especial interest in re-broadcast foreign programmes and in university extensfen programmes without. advertising is by endowment of stations or by all sorts of special taxes.

. Yet while . this . audietice . criticises what is being done, it is able to offer. no practical suggestions .for worthWhile features that have not already been tried. It seems easier to criticise than And the fact that only five per cent.. say that they are "tired of radio" indicates that the pre*sent .programmes are fulfilling @ a real need for home. entertainment...