WHAT SCRIM WILL DO IN AMERICA

Radio Record, Volume XII, Issue 36, 17 February 1939, Page 5

WHAT SCRIM WILL DO IN AMERICA

Aspects Of Commercial Radio He Intends To Study

ASPECTS of broadcasting which he intends to study during his forthcoming trip to Canada and the United States were discussed with the "Record" last week by the Controller of the Notional Commercial Broadcasting Service, Mr. C. G. Scrimgeour. The problems he will study will be almost entirely technical ones, said Myr. Scrimgeour, and it will be ‘the smaller networks, which have to contend with similar problems to those encountered in New Zealand, to which he will pay especial attention.

S. the ‘‘Reeord’’ predicted, relative cost of time on the air at night and during the day time, and proportion of commereial announcement to entertainment are two aspects of broadcasting which will engage Mr. Serimgeour’s attention. Cost of radio advertising at different hours of the day has naturally been investigated much more thoroughly in the U.S. than in New Zealand and Australia, and while listening habits may vary in different countries, it should be possible to secure a considerable amount of useful information. Proportion of commercial announcement to entertainment, musical or otherwise, varies greatly in different countries, said Mr: Scrimgeour. With large American networks like Columbia the maxim seems to be the bigger the programme the less the amount of straightout advertising. Detail and complementary advertising was supplied by means of carefully planned merchandising cam~aigns and Press "tie-ups." Ih. New Zealand, partly because of the initial antagonism of a section of the Press to commercial radio, advertising necessarily contained more detail, an approximate limit of two minutes’ advertising to 15 minutes’ entertainment being imposed. In Australian radio no set restriction appeared to exist, but it had been found that the natural limit was about two minutes to 15. In Canada N commercial radio in Canada, however, there were severe restrictions on both the amount and nature of commercial announcements, and in spite of this commercial radio continued to operate satisfactorily. Obviously Canadian radio was worth investigating in this respect. The NCBS had, needless to say, already made a study of the important features of radio in Canada

and the U.S., added Mr. Scrimgeour, but little could be done toward modernising and improving the service without personal contact and investigation. Mr. Scrimgeour sails on March 6, and during his absence Mr. B. T. Sheii, national advertising manager, will be acting-con- ' troller.

New Zealand who are gathered at the Library Conference being held at Palmerston North this week. Highlights of the conference will be a broadcast, relayed from Palmerston North by 2YA this Thursday night, of a discussion on library management. "Mr. Citizen Chats With Library Men" is the title of the discussion, and library-users who are not fully conversant with what goes on in libraries should be interested, = }