A Curious Situation

Radio Record, Volume III, Issue 44, 16 May 1930, Unnumbered Page

A Curious Situation

Radio ‘Advertising r ,* ss : . development is report- : ed in the British and Continental radio world. As'is well known, advertising, either diréct or indirect, is banned from the programmes of the British Broadcasting Corporation, while in America the sponsored programme plays a very important part in catering for the needs of: advertisers-in fact, it provides the great. bulk of the American programmes. | Owing to technical changes recently, it has now become possible for a large section of the British listening public ‘o hear Continental, stations, and on Sunday, when the British broadcasting stations provide‘ a minimum service, the practice is gtowing up for powerful advertising cérpérations to employ Continental stations for the diffusion of sponsored programmes. The first to move in the matter. was the firm of Kolster-Brandes, Limited, of Sidcup, Kent, who arranged"'for a _ series of concerts on alternative Sundays from a Dutch station. " Afinouncements were to be made in English and in Dutch. This hour of music, including. many "by reauest" items, proved popular, and

it was extended and-broadcast alternately from the Dutch station and from a French station, under the auspices of the sponsoring firm. The time was also extended to two’ hours. A radio-publicity organisation was then formed with headquarters in Paris, and the Revelation Suitcase Com"pany arranged, through this organisation, for a Sunday concert from RadioParis. Following on this, certain British firms, notably Carreras, Limited, cigarette manufacturers, and Decea Gramophones, arranged for sponsored programmes through the same station. Jt is interesting to note that British newspapers have refused to publish advyertisements giving details of these broadcasts, but what is more: curious is that, despite their antagonism to radio advertising, the British Broadcasting Corporation is permitting advertisements of these publicity concerts in the "Radio Tinies" and other B:B.C. publications. ; : oy The actual publicity of these Continental broadcasts is confined to ‘the announcement of the, name of the firm and a reference, at the conclusion -giving the address tq which listeners may send requests for: particular items. +