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University Microfilms, a XEROX Company, Ann Arbor, Michigan 70-19,363 SMITH, Thomas Herman, 1941- A DESCRIPTION AND ANALYSIS OF THE EARLY DIFFUSION OF COLOR TELEVISION IN THE UNITED STATES. The Ohio State University, Ph.D., 1970 Speech University Microfilms, A XEROX Company, Ann Arbor, Michigan Copyright by Thomas Herman Smith 1970 A DESCRIPTION AND /^ALYSIS OF THE EARLY DIFFUSION OF COLOR TELEVISION IN THE UNITED STATES DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Thomas Herman Smith, B.S., M.A. * * * V; * * The Ohio State University 1970 Approved by Adviser Department of Speech PLEASE NOTE: Not original copy. Some -pages have very light type. Filmed as received. University Microfilms ACKKOÎJLEDGMENT V/hen this adventure toward an advanced degree began Professor Richard M. Mall offered the wisdom and understanding to spur its completion. As my adviser and friend, thanks "Doc." — T.H.S. March, 1970 11 VITA April 11, 1941 Born - Chicago, Illinois 1952 ....... B.S., Ed,, Miami University, Oxford, Ohio 1962-1963 . Teaching Assistant, Miami University 1963 ....... M.A., Miami University, Oxford, Ohio 1963-1964 . Instructor in Speech/Program Director, V/MUB-TV (Educational Television), Miami University 1964-1965 Instructor in English, Aiken Senior High School, Cincinnati, Ohio 1964-1970 (Summers) Announcer, News Writer, WLW/lTLWT, Avco Broadcasting Corporation, Cincinnati, Ohio 1965-1967 Teaching Assistant, Department of Speech, The Ohio State University, Columbus, Ohio 1967-1969 Teaching Associate, Department of Speech, The Ohio State University, Columbus, Ohio 1969 . National Defense Education Act, Title IV, Fellowship Grant FIELDS OF STUDY Major Field; Communication Studies in Audience Analysis, Broadcast Law and Special Problems. Professor Richard M. Mall Studies in Communication and Persuasion and Statistical Method­ ology. Professor Wallace C. Fotheringhara Studies in Speech Research Techniques. Professor Franklin Knower iii TABLE OF CONTENTS Page ACKNOWLEDGMENTS ............................... ii VITA ........................................ iii LIST OF T A B L E S ............................... vi LIST OF FIGURES............................... vil INTRODUCTION ................................. 1 Chapter I. THE HISTORICAL DEVELOPMENT OF A NATIONAL COLOR TELEVISION SYSTEM ....... 8 CBS "Field Sequential" System RCA V . CBS: Color Systems in Dispute RCA Denied— But Not Discouraged CBS Colorcasting Begins The Second National Television System Committee II. THE PROBLEM OF DIFFUSION............... 29 Renewal of Manufacturer Rivalry The Economic Climate for Color Focus of the Study III. THE MANUFACTURERS.................... 39 The "Shadow-Mask" Tube— Heart of the Color System 1954: The Introductory Year for Color Seta 1955-1956 A Call for Solidarity 1957-1958 Time to Re-evaluate 1959-1960 A Turning Point 1961: The Breakthrough 1961-1965: Sales Momentum Continues iv Chapter Page IV. THE NATIONAL TELEVISION NETWORKS ........... 70 Initial Color Programming 1954-1955 Advances in Color Programming 1956-1958 CBS Retreats from Color 1959-1961 A Singular Effort 1962-1964 Just a Matter of Time 1965-1966 Ratings Force Full Color V. THE ADVERTISERS M D AGENCIES............... 97 Advertisers Await Tint The Shift from Novelty to Necessity Research Finds Provide the Catalyst VI. THE LOCAL STATIONS AND PROGR/dlMING........... 117 Local Color Color Town, U.S.A. Availability of Color Programs VII. THE CONSUMER — ADOPTER OF INNOVATION . 140 Essentials of the Adoption Process The Early Adopters VIII. CONCLUSIONS............................. 161 Critical Observations BIBLIOGRi\PHY....................................... 176 LIST OF TABLES Table Page 1. A Comparison of Seven-Year Trends in Black- and-V/hite and Color Set Production ...... 63 2. Year-by-Ycar Comparative Growth of Color Programraing ............ 90 3. Mean and Median Incomes Before Taxes Within Occupational Groups— 1954 .......... 147 4. Percentage of Color Television Ownership by Occupation— 1959 ......... 148 5. Responses Given for Not Buying Color TV in 1960 150 6. Demographic Characteristics of Color Television Set Oi/ners vs. Non-Color Owners, November, 1962 - January, 1964 ............. 153 vi LIST OF FIGURES Figure Page I. Advertisement. "A Statement by the Radio Corpor­ ation of America on Television for the Home!" 3 II. Advertisement. "RCA V7ins Fight for Compatible Color Television; FCC Decision Benefits Public and Television Industry." ........... 30 III. Advertisement. "Facts the American People Should Know About Color Television." ......... 31 IV. Partial Interior of Tri-Color, Shadow Mask Tele­ vision Tube .................. 43 V. Adopter Categorization on the Basis of Relative Time of Adoption of Innovation ........ 143 vii INTRODUCTION The very nature of radio waves has been responsible for the elaborate systems of control which are conceived and enforced in the United States by the Federal Communications Commission (FCC), As­ signment of broadcast channels to radio operators requires the elec­ tronics industry to produce receivers which detect and amplify spe­ cific frequencies while rejecting others. It is this lock-and-key relationship which requires that absolute standards be established and maintained. Radio manufacturers, mindful of this requirement, were approach­ ing the dawn of a new medium toward the end of the 1930's. Inven­ tion had led the way to the Radio Manufacturer's Association asking the FCC on September 10, 1938, to consider a set of engineering standards for television.^ That association gathered the following month and heard David Sarnoff, president of the Radio Corporation of America (RCA), declare that television was "technically fea­ sible." It was RCA's position "that the problems confronting this difficult and complicated art can be solved only from operating 2 experience, actually serving the public in their homes." A few months later the FCC appointed its Television Committee charged with investigating the readiness of television as a new 3 communications medium. In the spring of 1939 the World's Fair opened in Now York. On April 20th the RCA Exhibit Building was formally dedicated and 1 television was unveiled for public examination. Within ten days a limited number of receivers were available to consumers and the first regular telecasting began.^ Provision for this experimental broadcasting of pictures had been authorized several years before by the Federal Radio Coinmission--predecessor to the FCC^^ \7hile public reaction to this visual innovation was enthusi­ astic, industry support was slow to develop; vested interests in a booming radio business and fear of RCA's dominance of this new communication tool set the stage for an intra-industry battle which, when concluded, would have to be fought anew with the advent of color. The Radio Manufacturer's Association had endorsed RCA's tech­ nical standards for television and recommended them in testimony before the Commission during its public hearing in January of 1940. Opposition was vehement, but in vain. September 1, 1940, was set as the date for the commencement of "limited commercial" operation. Jubilant in success, RCA initiated a publicity campaign which began with full-page advertisements being placed in the Now York Times (See Figure l) and the New York Herald Tribune. These announcements offered a television and radio receiver combination at a price "that the average American family can well afford." The cost was $395. The text went on to urge the residents of the New York metropolitan area to "acquaint themselves with the interesting tele­ vision program service" which was being initiated by the National Broadcasting Company. On March 23, 1940, three-days after the advertisements ap- FIGURE THE NEW YORK W tO , WTOMPDAY. MARCH », IMO. 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