Evening star., 1934-09-23

outlets, are affiliated with the big netV
the standing room only situation Il
radio can be readily discerned.
The networks exist only by reason
Of linking a multiplicity of stations.
all but about two dozen of them
owned and operated independently of
the networks. When a network 'ac-
count" is signed the stations are eX-
pected to clear time" for that ac-
count. Thus the network affiliated
stations, after taking into account
their local features. are seeing their
schedules crowded to capacity along
with the networks.
Greater Variety.
To the radio audience this flourish
ing state Of the broadcasting business
means a much wider variety of en-
tertainment to choose from But it
also means more commercial blurbs
than ever. This commercialiSm footS
the entire bill for radio entertain
ment in this country; whether toler-
ating it is too much compensation to
ask of the listener for the entertain
ment offered, depends upon ones
point of view-One'S basic attitude,
in fact, toward the American system
of private competitive broadcasting.
To the listener, especially the day.
time listener and the shut-in, it
means still more With night time
close to being exhausted the radio
folk are turning their attention and
efforts more and more toward the
more numerous daylight hours. Since
1t has been assumed that fewer peo-
pie tune in during the daytime, the
sponsors as rule have been reluctant
to utilize day periods, although there
are some notable exceptions. Today
the impreSarioS are bending their
zeal toward improving daytime pro-
grams not only with the idea of at
tracing and holding audiences, but
also to attract more daytime sponsors.
Thus Columbia has decided to pre-
sent the ever-popular Kate Smith and
her troupe in a weekly one-hour sus-
tanning program during the daytime
Thus the networks are virtually load
ing their day schedules with reports
of great sporting events, such as base
ball yacht races. golf matches. polo,
turf and even the Pendleton Rodeo
Soon foot ball and the world series
will dominate the afternoon Sched-
ules. N. B. c. has even started to
carry series of symphonic concerts
relayed via short waves from Moscow
early Sunday mornings.
Features Coming Back.
Features of proved popularity are
coming back in full force on evening
schedules, if they have not stayed on
through the Summer. Roxy and
his new gang started their Saturday
night schedules on C. B. S. two weeks
ago. Jack Benny terminates his con-
tract with one sponsor on N. B. C.
and almost Immediately, October IA,
starts again under new sponsorship
Ben Bernie and Ed Wynn return Oc-
tober 2 for their old sponsors on N.
B. c. and October Burns and Allen
resume their old c. B. S. Wednesday
night period with new type of show.
Eddie Cantor has eight weeks to
so for his old N. B. c. sponsor and
will resume october his Sunday
night hour, but shortly after Christ
mas he is to shift to c. B. S. for a new
sponsor. Mary Pickford comes to
network radio as a regular feature
for the first time october 8, heading
a dramatic show each Wednesday
night over N. B. c. In fact, the
schedules of the networks and sta
tionS are being honeycombed with
new dramatic shows, many of them
serials, anguring well for a squirt in
interest in that still maturing field of
radio art.
Not all of the big network features
will be gagmen and variety artists,
however, by any means. Sponsors are
rapidly taking to the higher forms of
programs, and October IA will bring
a new series of half hour concerts
over n B. C. by the Kansas City
Symphony Orchestra, while October
6 Sigmund Romberg on N. B. c. be-
gins new full hour musical program
on Saturday nights. which will also
feature William Lyon Phelps. the
noted literary critic. Over c. B. S.
George Gershwin, the composer. on
September 80 starts half-hour pro-
gram featuring his own songs and
himself as piano soloist Sunday eve
ningS.
These are only a few highlights
Of what the new Fall and Winter
schedules are bringing forth on the