Source: Anon., ‘Television Starts – Where Will It End? “Era” Special’, The Era, 4 November 1936, p. 1
Text: Television for domestic purposes is like a home movie with sound. In a typical Baird receiver the images are thrown on to a mirror about the size of a woman‘s handkerchief.
They are brilliant miniatures, especially when a film is being used, and there is a slight suggestion of eye-strain at this stage. The images behave unexpectedly, as did the early films, but are surprisingly free from atmospheric interference, though the coil ignition systems of passing cars are liable to throw a few flashes on the mirror.
Lord Selsdon, who, in presence and manner, to say nothing of experience, seems cut out to be a Television star, made the important announcement at the opening ceremony last Monday, that people who bought receiving sets now could be assured that there would be no radical change in receiving sets for at least two years, and that the effective range of the Alexandra Palace station was twenty miles, with local variations that might reach much further.
The price of the Baird Television set, manufactured by Bush Radio, on which we saw the demonstration, is 85 guineas.
There is a population of 10,000,000 within the area covered by the Alexandra Palace station, equal to, say, 2,500,000 families. If only one family in a hundred purchases a set of some kind, there is obviously a considerable immediate market for the new attraction.
It will be a tremendous boon to such aspects of broadcast entertainment as “Music Hall,” travel interludes, the news bulletins, and “In Town To-night” – simple, direct things – but it is unlikely, at first to affect the course of radio drama.
Its power, as a rival attraction to other entertainments, depends largely on the amount of money spent on it, and it would appear that the B.B.C. has already pawned its shirt to provide the not very elaborate entertainment now being broadcast from the Alexandra Palace.
We are unable to see that Television increases the menace of radio as a rival to existing forms of entertainment, though it may do something to arrest the decline in the entertainment appeal of radio.
Television calls for so much fixation of attention that an hour at a time is likely to be the limit of the average man’s endurance.
On the whole, it seems to us that the entertainment professions should congratulate themselves on the birth of an entertainment from which they will be able to extract substantial fees, leaving Posterity to decide whether Television is to be a comprehensive umbrella for all forms of entertainment.
Comments: The first regular BBC television series began on 2 November 1936, broadcast from Alexandra Palace in London. Irregular experimental transmissions had taken place since 1929. The regular service alternated for its first six months between the Baird mechanical 240-line system and the EMI-Marconi electronic 450-line system, before the BBC elected to continue with the latter. The first programmes were Opening of the BBC Television Service, a British Movietone News newsreel, a variety programme headed by Adele Dixon, shown 15:00-16:00, followed by Television Comes to London, Picture Page and another Movietone newsreel, shown 21:00-22:00. The Era was a journal for the theatrical business, hence its particular take on television and radio.