Evening star., 1935-08-11

III august ana carrying on through tn
offered for variety and interest. Old
and tried features will be back, of
course, but the season will be
marked by many new shows in both
the sponsored and sustaining cate
gories.
The Summer admittedly has been a
relatively dull one on the air, although
music lovers found the unusual pleni-
tude Of symphony pickups from va
rious cities a pleasant relief from the
ordinary run of dance orchestras and
popular musical acts. Stellar artists
like Jack Benny, Eddie Cantor and Ed
Wynn, have been taking well-earned
vacations-but they will all be back
soon on new schedules.
Since the major networks are usually
the bellwether Of broadcasting as an
industry, 1t is significant to note their
recent announcements that this yea1
will be q record one for the sponsorship
Of radio programs. 1t is the sponsor,
of course, who brings the biggest pop
ular appeal shows to radio for the rea-
son that he is eager to gain the widest
possible audience for his commercial
messages.
INDICATING somewhat specifically
the variety and types of programs
to be offered over the N. B. G. networks
this Fall and Winter are such newly
announced features as Helen Hayes,
Grace Moore, Lum and Abner, Popeye
the Sailor and the renewed Paul
Whiteman, Beauty Box Theater and
Walter Winchell shows. These are only
a few of the big name acts selected at
random from N B. C.s new schedules.
C. q. S. also will offer variety of
name shows, but, even more important
TO music lovers. 1t is bringing back on
the air such fine presentations as the
Ford symphonies. the Atwater Kent
hour and the Packard Orchestra with
Lawrence Tibbitt. On C. B. 8. also
Alexander Woollcott will shortly re-
turn. as will Eddie Cantor. and the
popular Fred Waring and Guy Lom-
bardo Orchestras will again be heard.
The world series and foot ball will
interrupt ordinary afternoon schedules
soon but the big networks are going
to clear time literally for them-and
also for other late Summer or early
Fall sports events.
Indicating that the quest for new
talent is bearing some fruit is the fact
that q C. B. S. sponsor, starting Sep
tember 8, is bringing out 19-year -old
Vivian Della Chiesa, lovely-voiced So
prano who won an amateur contest
over Chicago station early this year
and who is currently heard on that net
work Sunday nights. A brilliant career
not only on the radio, but in opera and
on the concert platform has been pre-
dicted by experts for this young singer.
nRAMATIzED news aplenty will be
heard on the networks this Fall,
with the March Of Time returning as q
l5-minute program five nights weekly
on c. B. S. starting August 26, and
with another sponsor currently con-
sidering a similar program on an N. B.
g. network.
The best index to the rising stature
of broadcasting is furnished by trade
statistics, which reveal not only that
more money is to be spent on radio
time and programs, but that people are
actually buying more radio sets.
During the first six months of this
year about S43.5o0,o0O was spent for
radio time, exclusive of the cost of
talent. Of which s25. 100000 was rep
resented in income to N. B. c. and
c. B: s., which normally account for
about so per cent of all radios income.
For 1884 as a whole the total figure
was S73,00o, 900, of which the networks
accounted for s42,500 900. It is con-
ndentially predicted that the figure for
the whole Of 1885 will run between
&85 100000 and $100,000,000.
In the field of radio equipment, the
report of the dominant company has