Evening star., 1937-07-18

most significant steps yet maze IN the
direction of ordered radio entertain
rnent.
In effect the fixed program theory
provides for the reservation of certain
periods for specific local programs.
periods would remain unchanged
week after week, with network pro-
gram directors and sponsors being
obliged to seek other inches in the
schedule. WWJ declares that it will
make a start on but one half-hour
spot. planning its course through the
week. with each evenings entertain
ment decided upon after study OF
the shows which precede and follow
1t. Should the experiment prove salts
factory, the scheme would be extended
until the entire program day became
thoroughly systemitized.
The plan is even more extensive
however Scripps believes not only
in setting aside certain hours 1or
local programs of certain types. but
also espouses the cause of balanced
programs and, where pos
sible, cycles of air presentations IN
order to obviate listener dissatisfaction
for more than one broadcast unit. In
other words, if everything works out
as conceived, symphony will not fol-
low symphony, drama will not succeed
drama. dance rhythms will not Tag
closely behind spots filled with similar
music. In striking departure from
existing practice. listeners will fnd
themselves treated to a succession OF
programs, no consecutive two OF which
are of the same type.
While radio circles have viewed the
suggestion with interest and wide
spread approval, the sentiment is that
practical application can result IN
nothing but disappointment for the
theorists, whose objectives are favored
without question. One advertising
agency executive wonders how spon-
sors can be persuaded to pay for Ger
tain types of shows which may con-
fict with their own private concep-
tlons of audience tastes. Another
cannot conceive of balance being
kept over any extended period merely
through the Offices of local station,
with the networks being prone to
change their schedules from time to
time. network official considers
one half-hour evening period a mere
drop in the bucket, the effect OF
which planning would be negligible
when weighed against the complete
program schedule. Henry A. Bellows,
former vice president of the Columbia
Broadcasting System. saw merit IN the
proposal, but indicted it for not pro-
seeding far enough. Bellows contends
that the time will come when all sta
tions serving community will be
obliged to cooperate to the end that
q full selection of offerings will be
availa BILE to the listener at all times
Bellows is looking very far into the
future when he visualizes competitive
broadcasters sitting down for purposes
OF co-ordinating their schedules, and
his declaration, therefore, has little
bearing on the WWJ plan as being
put into practice at this date. The
other criticisms, however, are possessed
of more immediate significance.
6cripps has rocky road before him
If serious improvement in schedule
balance is expected. WWJ is not
listened to by many here, but the
success or failure of the scheme should
become evident locally. If schedule
planning becomes more prevalent
6cripps will be heralded as pioneer.
If not his will be chalked up merely
Is another good try. In any event, it
Is the first definite step toward the
most desirable improvement which
could come to contemporary broad
casting.
DAY BELL, indefatigable publicist
for LoeW's Inc, and the Variety
Club, calls to make certain that every
one understands that the charity box
ing card at Griffith Stadium Tuesday
night is among the features which
will not be broadcast this week. 1t
seems that some people thought that
1t would and other people weren't
sure, but wanted to be. There will
be no broadcast" says j. Raymond,
which should put all minds at ease.
TODAY'S programs-Dick Powell
sings two songs from his latest
picture on Werner Janssens program
-WMAL at $50 Margaret Nc
Crea, blues singer, is guest artist on
the Sunday Night Party-WRC at 8
-. Guy Lombardo introduces Carmen
> Lombardos latest tune-WJSV at
4:3o Ann sothern and Don
Ameche play scene from their new
film-WRC at :. Esplanade Con-
cert Orchestra offers an all-Mozart
proeram-WOL at $50 Catholic
attitude on tense labor situation is
explained by DR.. John r. Fitzpatrick
-WJSV, 12:45 Jack Norworth,
singing partner of the famous Nora
Bayes, is Frank Crumits guest
WJSV, 8 o'clock :. 1lka Chase. stage
star; Niela Goodelle, singer: Stuart
Canin, youthful violinist, and Cross
and Dunn, song and patter team, are
guests of Harry Won Zell-WJSV
$50 John Mundy. cellist, and
Max Hollander, violinist, are guest
artists on the Fireside Recital-WRC
at {: 80 Marian Anderson, colored
eontralto; Oliver Wakefield, English
comedian, and Fairchild and Carroll,
piano team, appear on the Magic Key
program-WMAL at A broad
cast from q steamer on the Rhine
WNAAL at 2 80 . A new composition
by the Hungarian composer, Leo
weiner, will be introduced over WJSV
at 8 o'clock Claude Rains plays
the lead in q radio version of Edgar
Allan Poe's "A Cask OF Amantillado"
-WRC at 8.
IT OPEZ speaking one of the most
famous Of Introductory phrases
70 be heard on the air, has not is
sued from the loudspeakers with any
appreciable degree of frequency lately,
but now comes an announcement that
= places Radio Pioneer Vincent Lopez
in the limelight once again. He has
accepted the post Of supervisor and
guest lecturer for a new course in
~ aodArp y,op,lor rnuSir tn he incor-