Evening star., 1933-10-01
y y

YHAT Is an ideal daily
\A/ program schedule for a
w broadcasting sta tion?
Hundreds of radio i'm
presarios would like to know,
and few of them can find out
from individual listeners for the
good and simple reason that tastes
vary in almost as great propor-
ton as there are listeners. Thus
they say they have been forced
to find a common denominator,
generally presenting what the
majority of the audience is
deemed to want and like most.
Comes now John T. Adams,
president of the new corporation
that has taken over the opera
ton of Station WMCA, New York,
with a formula that he believes
answers the queStion-at least on
the basis Of his study OF home
life in the metropolitan area
over a long period"
Mr.. Adams, who has long been
identified with the concert field
but who in latter years has turned
his attention to radio, would prob
ably be the first to admit that
his programing ideas might not
be adaptable to other communi-
ties with a different character Of
life and point of view from New
York's. But his plans neverthe-
less hold great interest, partic-
ularly since they reflect policy
laid down by a board of wealthy
men, mostly fairly youthful sciona
of prominent New York families
whose chairman Is Alfred E
Smith, former Governor OF New
York.
These young men recently ac-
quired a leaSehold on WMCA at
a cost running close to S200,00G
a year, with the avowed object of
putting into effect some radically
new ideas Of their own in radio
programing and with the aim
also of developing programs
that will serve to bring so-called
big business and the public into
a more harmonious union"
First and foremost, Mr.. Adams
proposes to resist being subject
to sponsorship dictation." Next
he will ban "hot orchestras
screeching coon shouters or
moaning saxophones" from the
WMCA wave length. The jazz
era is over, he says, at least for
that station, although it is diff
fcult to reconcile this statemen:
with the next one that "the
period after II o'clock at night
will include only the finest dance
orchestras from the city's best
night clubs"
Starting this week, WMCA
signs on at 7 in the morning with
an exercise period conducted by
Benny Leonard, the former light
weight champion Then there
| follow, through the morning, such
categories of programs as mental
alis themes whatever that
means), child behaviorism, news
breakfast serenade (they appar-
emily breakfast late in New York;
light philosophy and poetry
humor and cultural salon
period" in which some outstand-
ing woman of the day will be
presented.
Next-and still before noon
comes information about health
and beauty interspersed with
music, and then a shopping
tour" Follows a period of music
for an hour-"but only good
music" Then some more news
and at l o'clock music again.
Matinee time brings a stock
company in radio plays, followed
by an organ recital and more
news, including stock market clos
ings. From this point to 6::3C
pm, the schedule embraces ap-
pealS to children "in the forma
tive stages where good music
stories of accomplishment anc
club activities are broadcast"
At 7 o'clock there is a sports
talk, and then the whole COM
plexion of the days programs
changes. Finer music becomes
the predominant note, with its
lighter forms preceding dramatic
presentations starting at 8::15. III
l9 o'clock comes a classical con-
cert with an outstanding soloist
at 10 a half hour of symphonic
music and then, until II, a good