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By Jock Given
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Additional resources for Turning Off the Television: Broadcasting’s Uncertain Future
Sample text
The original licensee of 3DB, the Druleigh Business College, sold the station to the Herald and Weekly Times in 1929. 17 4QG also established a B-class station as part of the state government’s plans for ‘a single, state-owned utilitarian broadcasting network’. It had the best transmission facility in the country. Some Victorian country listeners got better reception from 4QG than 3LO and listeners in Alaska, Japan and Canada reported receiving a crisp signal. The main goals were ‘information and education’, although many listeners said they ‘preferred to be entertained’.
5 per cent of capital, emphasising the very special, public nature of its broadcasting enterprise. However, its first managing director, John Reith, later Sir John and later still Lord Reith, became a strong advocate of the private monopoly becoming a public corporation, which it did in 1927. 13 Revenue would come from a licence fee imposed by government on all owners of broadcast receivers. Advertising was prohibited even before the company’s conversion to a public corporation. The British didn’t hear a (legal) British radio commercial until private radio was introduced in the 1970s.
By contrast, the simplicity of music, speech and images supplied by radio and TV broadcasters, and the almost completely intuitive operation of the receiving devices, got them to nearly 100 per cent of households throughout the industrialised world. This outcome proved much more difficult for other media, such as print, which required literacy, and the telephone, which required direct payment and a physical connection to the home. Broadcasting was something special. 43 It also dramatically changed the business of broadcasting.