1932-05-19 — Page 2

Page

HONG KONG DAILY PRESS, THURSDAY, MAY 19, 1932.

RADIO PROGRAMMES THE CASE FOR THE DEFENCE

SHOULD THEY BE USED FOR

ADVERTISING?

4 D

FEATURES

grammo Stations owned by news-TO-DAY'S WIRELESS Violin Solo-"Luro's Gardn of

Radio Advertising.

Criticism of advertising on radio papers show better-taste in their programmes is probably due to the programmes than those controlled many indiscretions of which pro by more commercial interests. gramma directors have been guilty, Where a station is a straight "com-"] The publje is accustomed to adver-mercial corporation and sells its tisements in powspapers and magn time to every fputable ad

advertiser zines and does not write complaints that wint and can pathe price

the programme must be “editad by the advertising manager of the company that buys the time,

DANGER OF UNDER-ESTIMATING AVERAGE about them. It realizes that it is

INTELLIGENCE."

duo to advertising, that it can buy its daily papers and periodicals at less than their cost of públication.

Among radio listeners, however, there has always been an active have told me that they set their opposition to advertising, which is alarm clocks. for garlain pro.

sandwiched in the programmes. grammes so that they would not. aisa thom. No station even ex-The same person who has to stop pects to plenae all its listeners all in the middle of à fiction story and

Fow criticisms are altogether un- paper renders turn to certain aee- deserved. Consequently, when Itions of the daily paper. Listeners attempt to answer objections being brought against radio programmes, Dam not denying all the statements which are made as to the average

"

PROGRAMME.

BROADCAST BY 2.BW

ON 355 METRES.

{11 to 11:30 am-Stock quotations. 11.30 am-Chinese programme. 12.30 p.m.-European programme of Victor and H.M.V. recorde..

1 p.m.-Local time and weather

report.

notice, etc.

"Mass Appeal.”- Noncommercial programmes sol-1.30 pm-Rugby Press news, muil dom become extremely popular." By Honcommercial is meant those lecking the financial backing of some advertiser. Stations do run

a few high-grade noncommercial

How grade of those programmes. It the time. In fact, is very definitely turn over fifty pages to finish it programmes, but with only half-

only that I feel radio is new and le understood, and that it is only hin to those of as who have worked the studios, planned programmes.. read the fan mail," and have had

arranges its programmes so that | *** there is suffleint variety to attract

,

different groups-and grades of listeners. Otherwise the audience would he' necoremily limited

o reviso our own standards ac We cannot compare a radio eta- cordingly, to offer defense of radiotion to a magazine. The two havə programmes in general.

because there is an advertisement where the remainder of the story might have been printed, will set

2 p.m.-Close down.

6 to 8 p.m.-European programme

of Victor and H.M.V. records.

6 to 0.14 p.m." Three Cornered Hat Suite" (De Falla)-New Light Symphony Orchestra coa- ducted by Dr. Malcolm Sar gent-B2701/B2742,

barted. support from the business office, except for one that happens to "catch on. Then an advere.14 to 0.49 p.

A Concert.

Piano Solo-" Capriccio" (Scar

up a howl when at the conclusiontiser becomes interested in it And of a musical number on the radio taken it over, usually insisting (upon changes that, from an artistic, an announcer tilefly tells of the ontirely different purposes and they

latti). standpoint,, take away its best fea Most Arst-class stations are onlines. Most maghzines are essen-may look back a few

must work long entirely different merits of a product. Moreover, onctures, but which may make it have the air eighteen hours out of

more mass appeal." A few nd twenty-four." It is no triling task nized as such. Radio is in the made against advertising on the

tially class publications and recogeall the public protests that were vertisers have been able to see the

motion-picture screen. Yet, some of this advertising remaine, and with

"to keep every minute of that time Allod with entertainment and it is very expensive Mass production has never been considered the best. agent for super-artistic result. Now

common.

years

and re-

subtle value of backing a really good programme and keeping in the background. But they are not

Carrier "

class, sinoc every home that can, and even many which cannot, afford à radio, has less excuse than broadcasting has agreed as to whether it pays. some kind of set. Imagine the disto offer, for the public pays an ad- appointment of the factory worker mission fees The public pays.

It is probable, however, that radio stations will increase their.

-

Piano Solo Serenade for the Doll (Debussy), Vladimir Horowitz.--1333... "Soug" Orpheus with His Luta!

(Sullivan). Song" The Wron" (Benedict). -Mavis Bennett (Soprano). B2702.

there are very for listeners, who and his family if they made the first nominal price for newspapers and independence and this will pave the .. (Kreisler).'at

ing to hear the best radio, pros magazines also, but it costs noth-way for better programmes. Just

programme.!.

tune in for eighteen, hours out of the twenty-four, even though people living in apartment houses may think that, all their neighbours do. But if one should desire to listen for eighteen hours of each day, I do not believe that he would want to hear classical music only, poetry drama alone, or educational Eleotures exclusively.

Six Hours Average.

Six hours a day at interrupted intervals would probably cover the average time the radio is used in ay one home. Most listeners have favourite programmes and turn to them each day as regularly

as news-

ed that a band of well meaning payment on a 'set and then discover censors had barred all of the old- timo fiddlers and blues singers from the air.

Average Intelligence. We can compare radio to news-

There is, of course, no doubt that papers. They have much in com- many stations under-estimate the mon. If criticism of radio pro: average intelligence. And in doing grammes is called for, then many of this they limit their audience to our big metropolitan dailies also the less intelligent class. But other are open to it. No doubt there stations with greater vision are radio statione, whose pro-busy trying to capture those listen- grammes are on the same level as

ers who are interested in the better the contents of the tabloids. All stations cannot be chased with

type of programme, them, however, any more than all newspapers can be condemned with the tabloid sheets;;

hre

THE FIRST REALLY ULTRA MODERN

RADIO IN HONG KONG.

TUNET LIGHT

ATWATER KENT RADIO

WHEN you dial to

a station, a column

of orange-red light rises in the 3 tube.

When

light reaches its

highest point you

WATERKENT

get the station at the very peak of purest tone. Come in and and try for yourself this newest Atwaterent aid to perfect radio reception. It's on the new console models, 96 and 98. OTHER GREAT

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Inspections Welcome

THE SINCERE CO., LTD.

SOLE DISTRIBUTORS

Sometimes

It might interest the public to know just why certain standards of radio programmes bave been form ed. On the staff of every station with any standing there are people who would like to put on mora artistic programmes. they realize their ambitions, But the results, from the fan-mail" standpoint-and that is the mea suring atick a station must use to decide the continuance of various features-bave been very disap pointing. It may be that people with <ltural tastes grow accus- tomed to listening to the radio. Or it may not secur to them to write an appreciative letter offe gard to a programme, such as the loss intellectual but more enthu siastic fans do. The fact remaine that the only circulation figures which a station can show a pos sible advertiser are based on fan mail receipts.

as certa advertising methods. have been abandoned as a result of experiente, so the unpleasant fea tures of radio programmes, will dis- appear. It is, perhaps, well to re member that radip is not yet out of its teens, in a broadcasting aense, and is only beginning to find itself.

Organ Solo" Schon Rosmarin ".

Organ Solo A Brown Bird Binging" (Haydn Wood). Reginald Foort.-B2964. Song Bird Songs at Eventido"

(Coates).

Song Little Lady of the Moon" (Coates). — Sydney Coltham ...(Tenor).-B2742.*** Violin Solo Oh Promise. Me"

(De Koven).

HAVE YOU HEARD THESE?

Here are lists of long-wave' and short-wave stations which should be picked up by anyone In Hong Kong who has a mode- rately good set suitable for re- ceiving mch signals. Sucessa in plaking up these stations so depends very largely upon fav. ourable atmospheric conditions. Readers are invited to add to this list should they succeed in picking up any station not in cluded in either of these lists:

út.

LONG-WAVE STATIONS.

Wive length (Metres) Station,

*900 Manila 277 Shanghai

Call 'Kilo- Bign cycle K.Z.I.B. 1,163 K.S.M.S. 1,083

345 Tokyo ..J.O.A.X 870 353 Hiroshima J.O.F.E880 360 Hong Kong Z.B.W, 846 357.1 Bombay V.U.B. 840 381. Sapporo J.Q.LK. ·830

388 Keijo

370 Nagoya

370.4 Caloutta

J.O.D.K. 890

3.0.0.K. 810 V.U.O. 800.8

380 Kumamoto J.O.G.K...700

390 Sendai:

395, Dairen

400 · Ouka

410 Canton, 480 Manila...

SHORT-WAVE STATIONS.

STATION

CALL BIOM

67.85 Dohintz (Garmi Radio stations often are owned

60 19 Khadrak (Beads) BA97 66.7 Natten directly by some one commercial

50.00 concern and the policy of the sta

434 Bome tion is therefore, distated by that Part concern. This is an objectionable 38.8 Ep situation and one which has not 187.00 had a good influence on radio pro 81.66

UNCLAIMED TELEGRAMS.

ICWAGE

(Holland)

78TLE POLA HSPA

SWELLY

81.90 11.

28.5 27.6%

Holland) PCA

(Kanys)

720

PLR

AT THE OREAT NORTHERN 25.08 Che

und (England) 5.6.W

22.85

TELEGRAPH O., LTD.

PARADOR ZENED

Jobicum

Shanghai

Bir Cecil Kaye Passon-

Shangat

Wallace....

Shanghai Shanghai

ger Banpurs.....

Comparland

Hong Kong, May 10, 1982.

Kno

CICLES

3.0.EK 770 JQ.A.K.

760 J.O.B.K. 780- O.M.B.789- K.Z.R.M.

Tan (Hoss Kona)

OF WORKING

4,434 Mon, Wed & Fri, 5 ym. 4,090 | 0-10 p. 3,291 Not regular:

6,000 The Thura, Bat. 8 p.m. 6,806 Banday midnight.

7143 Daily 5.80 p.m. & 11 pm. 7810Not reguler

1,730 Daily 11 p.m.

9,108 Tues, & Fri; pam

9230 Not regular

9,608 Not regular

9,530 | Dally 7.a.m.

as

9,620 |'Uri, 3 am, Bab 3 am, & 10 a

9,590 Not regular

9,077 Midnight dally

10,628 Not regalar...”

826

:11,420 | Midnight-3 a.m. daily. 11,761 7.30 pm & 1.s.m. daily, except

Saturday and Saaday 19,340 Nightly 13,950 | 4km. Wad, Tri., Shi PIG,16,102 Dally 830 pm, to (Holland) POL16204 Dally 7 pm.

to midnight. 17300Day 8 pm to midnight 17,753 Bundays 7 p. & midnight 18,604 Kada PERDOR, 19.210 Dally: 8.30am-7-p.m

18, Toop 17:4 16.8 Bangkok":

"Kootwijk (Holland) 16.74 Bandag 14 156 Nanor (Senzor)

Bittoburg

13.08.

P.C.K.

P.LE

VAIK

A

19,951 | Daily & K

21640 Not regalar

Roscu" (Haydn Wood),-Renee Chemet.1898. W

7 p.nt-Stock quotations, mail_o-

tics, etc.

6,49 to 25 p.

Variety.

PIANOS

MUSIC,

Humorous. Song-A Servant GRAMOPHONES,

Girl.-Wish Wyono.-B2632,

Organ Solo - "Cuban Love Song." Jesse Crawford 2876. Humorous Song Is It Bri

`tish ???

Humorous Song-1 Think of You."--Norman Long.-B2680,

Humorous 'It'"

"I've Song

Get

RECORDS

and all kinds of

MUSICAL

Humorous Song" My Man in INSTRUMENTS.

on the Mako."--Helen Kano-

22478.

·Organ Solo-Call me Darling."

Josse Crawford-22001

Song-My Lucky Star"

Make your selection

Song" You Wouldn't Fool Me TSANG FOOK PIANO

23.

Would You "--Harry Shalson

(Baritone)-B9219,

10: 7.42 p.m.-Gilbert and Sullivans selections played by the Band of HM. Coldstream. Guards..

Pirates af Penzance. B1303. Iolanthe."--B1368.

The Sorcerer." Trial by Jury"

7.42 to 8 pm

Negro Spiritual,

High Water- Brennan).

COMPANY,

8, Des Voeux Road, Central, (Entrance. Ice House Street): Telephone 24648.

BRUNSWICK

(McHardy and Latest

Mammy is Gone" (De Sylva, Brown and Henderson).-Paul ||and Robeson (Bass)-B3063. Hail De Crown" (arr. Robin- son).

Exhortation (Cook). Paul Robeson (Bass)→B3409.

8. p.m.-Local time and weather re-i

* port.

8.03 to 10.30 pm.-Chinese concart

front the Studio,

#

10.30 p.m.-Rugby mid-day Press

..new-

10.35 p.m.-Close down.

All records in the above European programmes are supplied by Messrs. Moutrie & Co.

Combination

her short or mad necessary with that

MELOTONE

RECORDS

THE

Obtainable

-from-

BRUNSWICK HOUSE

Arcade, Gloucester Bldg:

LISTEN

to the

Matheson Bell

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MEDIUM & SHORT WATE RECEIVER equipped with

3 No. 227

213: Multi-Has 247 Pentode

TURES TONE-CONTROL

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ument designed to meet the demand

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