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1952 Demand for Television and Radio
To be Greater Than Supply Says Baker
Phonograph Mfg'rs Ass'n
Launches New Member Drive
T N a recent survey of the Television
•*• and Radio situation in this country
Dr. W. R. G. Baker, vice-president and
general manager of the electronics di-
vision of the General Electric Co. said:
Production of radio and television
sets by the electronics industry will be
substantially reduced by government
restrictions and will obviously decline
from 1951.
There are today a total of 108 tele-
vision transmitters in operation in the
United States, and these stations have a
potential viewing audience of approxi-
mately 61 per cent of the total popula-
tion. It is doubtful whether new tele-
vision transmitters in new markets will
be on the air prior to late 1952 or 1953
because of the present freeze on issu-
ance of Federal permits for construc-
tion and operation of new transmitters.
Therefore, we estimate that the public
demand for television receivers in 1952
will be substantially the same as that
which existed in 1951.
It is true that the sales of television
receivers in 1951 in some of the large
and older television markets such as
Boston, New York, Newark, Philadel-
phia, Washington, Chicago and Los An-
geles, were substantially less than in
1950, and that the trend may extend
through 1952. We believe, however,
that consumer demand in these older
markets in '52 should hold up to the
1951 level as a result of obsolescence
of small size picture receivers, elimina-
tion of the confusion in the minds of
the buying public concerning color tele-
vision, increased sale in the fringe areas
due to the more sensitive type of re-
ceiver now available and the possibili-
ties of increased transmitter power
which may be effective for at least a
portion of 1952.
The Phonograph Manufacturers As-
sociation, 277 Broadway, New York
City, will start a concentrated campaign
to sign up new members, it was learned
from Al Suckoff, chairman of the mem-
bership committee and of Portofonic
Sales Co., the phono manufacturers.
N.P.A. Restriction
Officials of the National Production
Authority have indicated that metals
which will be made available to the
24
television industry in 1952 will allow
the manufacture of 3,500,000 to 4,000,-
000. These quantities compare with
approximately 7,500,000 produced in
1950 and 5,300,000 estimated for the
year 1951. Production of the maxi-
mum N.P.A. projection of four million
units in 1952 represents a reduction of
23 per cent from the total quantity
manufactured in 1951, and a reduction
of approximately 47 per cent from the
1950 level.
Industry production and retail sales
for the last two months of 1951 indi-
cated that only normal inventories of
all makes of television receivers were
on hand at the end of 1951 at manu-
facturing, distributor and dealer levels.
Radio Demand
The demand for home and portable
radio receivers has maintained a high
level for the past two years. A total of
9,750,000 home and portable radio un-
its were produced and sold by the radio
industry in 1950 and sales of 8,200,000
units are expected in 1951. It is esti-
mated that material restrictions will
reduce the sales volume in 1952 to ap-
proximately 6,000,000 units, a reduc-
tion of 27 per cent. There seems little
doubt that there will be a shortage of
radios throughout 1952.
Television and Radio Broadcasting
In spite of the freeze, there has been
a fairly substantial business in this
field during 1951. It is now predicted
the freeze will be lifted by April, 1952.
and there will be a rush for television
construction permits.
Since there is expected to be more
permits requested in major cities than
are available, many of the conflicts may
not be resolved during 1952. However,
construction permits may be granted to
approximately 80 operators in cities of
75.000 population and less, with about
half for VHF stations and the remaind-
er for UHF. There are extensive plans
underway to expand studio facilities.
Additonal members serving on the
committee are Al Herbst, president of
Tone Products Cor])., and I. Rothman,
sect.-treas. of Electronic Creations. Inc..
both are New York phonograph manu-
facturers. Membership in PMA is open
to all prime manufacturers of phono-
graphs, electronic equipment or devices
regardless of location, said Mr. Suckoff.
Letters will soon go forth to prospective
members. Until this is accomplished
interested manufacturers are invited to
make inquiry about the numerous op-
portunities and advantages offered
PMA members.
Charles P. Cushway Now
Vice Pres. of Crescent Industries
Charles P. Cushway, formerly execu-
tive vice-president of Webster-Chicago
Corp., has joined Crescent Industries,
Inc. of Chicago as vice-president and
chairman of the advisory board, it was
announced today.
Mr. Cushway will direct Crescent's
expanding operations in the jobber-
dealer field, both here and abroad. The
company manufactures a wide range of
electronic equipment for industrial and
commercial use, including record chang-
ers, phonographs, wire recorders, dic-
tating machines, speakers, and other
electronic units.
Prior to his association with Webster-
Chicago, Mr. Cushway was engaged in
management and sales for Belden Man-
ufacturing Co., Thordarson Electric
Manufacturing Co.. and Rauland Corp.
He also organized and operated Cush-
way Distributing Corp., a radio and ap-
pliance firm.
THE MUSIC TRADE REVIEW, FEBRUARY, 1952