Electrical Transcriptions.

 

The radio station uses electrical transcriptions for advertising and also for many sustaining programs. In order to use these recordings, the station must be equipped with electrical pickups and turntables. An electrical pickup is the device used to convert the mechanical recording of the sound into electrical impulses which can be amplified and broadcast. Its construction is similar to that of a microphone except that the diaphragm is replaced by a needle and a metal arm which causes a small coil of wire to move in a magnetic field in accordance with the recorded vibrations. While slightly different mechanical arrangements are necessary for "horizontal" and "vertical" pickups, the principle of the instruments is the same. In the crystal type of electrical pickup the electric impulses are generated by the pressure of the metal arm on crystals of Rochelle salts.

 

Transcriptions are like phonograph records in that they are discs upon which sound is recorded. This resemblance is superficial, however, for transcriptions are far superior to records in tone, manufacture, and recording. The making of discs has gone through a rapid evolution in the past few years from scratchy records, upon which the sound was reproduced by the vibration of a diaphragm directly transferred to the recording stylus-a method producing unsatisfactory broadcasting material-to the fine, noiseless recordings put out by the leading companies today. Now sensitive microphones have been substituted for the old diaphragms, and the recording stylus vibrates in response to electrical impulses picked up from the mikes. The term "electrical transcription" is used to describe any disc recording that has been made by electrical means; this includes all modern records. They are most easily divided into two classes according to the speeds at which they must revolve when played. The most common is, of course, the regular phonograph record, that turns at 78 revolutions per minute and plays from 3 to 5 minutes. The others turn at 33% revolutions per minute, and this, with their great size (16 inches in diameter), enables them to play for 15 minutes. (For complete programs, the latter type is used almost exclusively, because an entire 15 -minute program can be recorded on one sitie of a record. Two turntables are used, in order that. no time will be lost in going from one record to another.) In addition to this longer playing time, it is, for technical reasons, easier to achieve high fidelity on a larger disc. For these reasons they are now widely used for the recorded programs broadcast by radio stations. In the majority of cases a sponsored or commercial transcription is used once and then destroyed. "Horizontal cut" and "vertical cut" describe the way in which the sound is impressed upon the disc. Until recent years this was done by causing the recording needle to. vibrate horizontally in accordance with the sound to be recorded, thus giving a groove of constant depth but with a snakelike appearance when viewed with a lens. Of late it has been found better to make the impressions on the record by vibrating the recording needle up and down, in order to produce a circular groove of varying depth. This method, which is called "vertical cutting," has the advantage of higher fidelity and a greater volume range than the "horizontal -cut" records.



A ruling of the Federal Communications Commission declares: A mechanical reproduction shall be announced as such except when its use is merely incidental, as for identification or background. The exact form of announcement is not prescribed but the language shall be clear and in terms commonly used and understood. The following are examples of statements sufficient for the purpose: a. "This is a phonograph record." b. "This is a player -piano record." In all cases where electrical transcriptions made exclusively for broadcast purposes are so constructed as to record a single continuous program upon more than one mechanical reproduction, rather than a recordation of the entire program upon a single mechanical reproduction, the announcement required hereby shall be made at the commencement of each such program and in no event less than every fifteen minutes. All other announcements required hereby shall immediately precede the use of each separate mechanical reproduction. The foregoing regulation has been changed so that it is no longer necessary to break into a program every 15 minutes. The announcement now must be made at the beginning and at the end of the program.

'l'here are over 100 companies making electrical transcriptions. It is interesting to note that one company manufactures Greek programs, while another specializes in Jewish transcriptions. Quite a number record newspaper features that are adaptable to broadcasting. At least three companies record sounds to be used in radio plays. Transcriptions are extensively used for advertising programs. The Associated Music Publishers, Langlois and Wentworth (N.A.B. Library), National Broadcasting Company, Standard Radio, Davis & Schwegler, C. P. MacGregor, World Broadcasting System, and others put out transcription libraries usually sold to only one station in a 50 -mile area. Large filing cases of recorded musical selections, with a comprehensive cross index, are rented to nearly every broadcasting station to be used either upon sustaining programs or for sponsored programs. Unrecorded spaces upon these transcriptions permit the local announcer to announce the selections. These transcriptions are used to build programs, and, by using the twin turntables, the local musical director can choose his program from the entire library. Transcription libraries are usually rented to a station at a monthly rental, based upon the power of the station. In addition to the file of transcriptions and cross index, the two turntables, pickups, and motors are leased by the transcription manufacturer. In some instances the transcription manufacturer will sell its services and its recordings to an advertiser. In such cases the company must pay the station for the time. If the station uses the transcriptions on a sponsored program, it must pay for this service. The library is increased by new recordings each month, from 15 to 20 new transcriptions being furnished. All worn records are exchanged for fresh discs. The most popular musical selections are added, keeping the library up-to-date. Also special events and holiday programs are arranged, and continuity supplied to members, including full- or half-hour programs for Mother's Day, Thanksgiving, Fourth of July, and other holidays or celebrations. The transcription company outlines for the station weekly programs in which the library transcriptions are used and also supplies the continuity for the programs.

Many of the larger companies have a continuity service that supplies the local station with poetry, weekly news, sports comments, and dramatic skits to be used by the local staff in conjunction with the musical transcriptions. This weekly service makes it possible to use the transcription library and make it sound like a live program. Many smaller stations depend almost entirely upon such transcription libraries for their talent. A librarian in the local station keeps a record of transcriptions used in order that they may not be repeated too frequently. The transcription company also provides pronunciation directions to assist local announcers. Transcriptions of radio -play series, such as Jimmy Allen, Chandu, and many others, are sold to different advertisers in widely separated sections of the country, the advertising continuity being inserted by the local announeer in a timed period left vacant upon the "platter." Companies maintain staffs for script writing, casting, production supervision, and the delivery of the recordings to the selected stations. In some instances a live program is presented in the Eastern zone and recorded as it goes on the air. This transcription is played at a later hour and pumped to the far -western time zones, saving the expense of retaining the artists for the later presentation. Such recordings are usually made by direct wire from the studio rather than by being picked up from the air, thus obtaining higher fidelity. Transcriptions are also made for file copies of programs and for playback purposes, and many artists have their programs recorded in order to observe their faults. Electrical transcriptions are rapidly losing the aroma of illegitimacy. The transcription business was considered originally to be the natural enemy of the networks, but now the N.B.C. has gone into the business itself, and C.B.S. presents recorded programs to advertise its recordings. Live programs that are heard today may be heard as transcriptions two years hence. The networks freed themselves of programs advertising laxatives, deodorants, and liquor so that these sponsors had to turn to the "transcription network." Of course, the live -talent programs, such as amateur shows, sport announcements, news commentators, and contemporary comedians, do not fit into the electrical -transcription program, but there are many advantages to be found by the sponsor in such programs. Spot broadcasting enables the advertiser to select the stations over which his program is to be heard, irrespective of the chain affiliations of those stations; thus his program can cover those sections of the country in which he does, or is likely to do, the greatest volume of trade. It is obviously an advantage to be able to select that station which has the highest standing in a particular community, because it lends prestige to the program. 

Once a transcription is made, copies of it can be heard over and over again. Single programs may be presented on different nights in different cities, providing multiple reception. Also, coverage in large cities can be assured by using several stations in the same cities. One of the heaviest blows against advertising by means of a chain broadcast is the coast -to -coast time factor. Crossley, Inc., made some surveys in an effort to ascertain what are the peak listening periods for various sections of the country during the day, and the results are most enlightening. The best time for commercial programs is, of course, the evening, about eight o'clock in the Eastern time zone and nine o'clock in the Central, Mountain, and Pacific zones. A chain broadcast, commencing at eight o'clock in New York, reaches the Central zone at seven, the Mountain zone at six, and the Pacific zone at five, or even at four during periods when daylight saving is in effect. Hence, in reaching an Eastern audience, a great many listeners in the other section of the country are lost. The World Broadcasting System not only provides transcription and library service to various radio stations, but has built up a network of radio stations which will use commercial transcriptions. This is not what is technically known as a "network," inasmuch as the stations are not connected by telephone lines, but the World Transcription Service arranges for the presentation of transcription programs upon these stations and provides them with commercial transcriptions. Aircasters, Inc., does much the same thing, providing also spot announcements and programs. Obviously a major factor in successful radio advertising is entertainment for the listeners. It is an adamant belief among advertisers that live talent is more effective than the recorded programs; consequently, many an advertiser inflicts upon the public mediocre entertainment, which by its evident cheapness does more harm than good. It is possible to secure the leading artists on transcriptions, for, while they may be under contract for chain programs, they make transcriptions under assumed names. Thus the smallest stations can give to their listeners the best there is in the entertainment world at much less cost than the artists would receive for personal appearances. Furthermore, a transcription broadcast is mechanically perfect; there are no mistakes, for the program is "proofread" before being released. By using the transcription, sponsors find it possible to book artists and authorities who would refuse to appear weekly before the mike. An entire series can be made in the transcription studio in a single day, thus avoiding a long-time contract for the performer. In certain small networks which use telephone lines of less than "A" quality, the tone production of transcriptions by members of those networks will have a better tone fidelity than the wired program. Electrical transcriptions are deprecatingly called "canned programs." Better terms are "delayed broadcast" or "custom-built" program. In radio advertising the voice of the announcer, his enunciation, speed of delivery, emphasis, and personality appeal are of greatest importance in sales value. Consequently, if the advertiser can use the same announcer for all his spot programs throughout the nation, he can be assured of the delivery of his sales message. By the use of transcriptions he has complete control of copy delivery. He has the privilege of hearing his copy before it goes on the air. There are many companies which put out transcriptions, consisting of many 1 -minute announcements. These are inserted into transcribed music programs or into a live program.

An advertiser using a network is limited in the presentation of his programs to the basic and supplementary outlets of that network. In some instances, advertisers desire to use a greater number of stations than are connected with any network. At one time the Chevrolet Motor Company used 395 stations at one time. This was made possible by the use of transcriptions. If live programs had been presented upon all these stations talent costs would have made the program excessive. Transcriptions are also used for foreign radio advertising since the programs can be produced in this country and shipped wherever desired. While there has been decided feeling that transcriptions were not so valuable to the advertiser as live programs, it is true that some of radio's greatest successes not only have been but are electrically transcribed programs. One - minute transcriptions are broadcast by one 50,000 -watt station for $60 a time in the evening and for $30 a time in daylight hours. Other transcriptions are broadcast at the regular local rates. An adverse psychological reaction to the electrically transcribed "canned " program causes stations to adopt methods of making them seem to be live presentations. A brief and hurried announcement at the beginning will comply with the F.C.C. requirement. After that the announcer will talk with another speaker, whom the audience will assume is the orchestra leader. Unless the listener catches the periodic announcement, the program will appear to be presented by an orchestra in the studio if good equipment and the best transcriptions are used. The requirement that stations announce transcriptions as such does not apply to the Canadian stations; consequently, programs upon which recordings and transcriptions are used in Canada appear to the listener to be live programs. A disadvantage of the sponsored transcriptions is that they are spotted at different hours throughout the country; hence national radio logs cannot definitely announce the hours of such programs. This limits any national tie-in campaign in the advertising of the sponsor. The electrical transcription is taking the place of the soloist and orchestra in broadcasting, and it is not beyond the realm of possibility that the sound motion picture will become the dramatic staff of the television station. The greatest obstacle at present to television is wire transmission over a chain. Consequently, the sending of finished dramatic productions in cans may offer the economic and engineering solution. In its infancy radio depended largely upon gramophone records for its programs. Today radio is returning to recorded music for its entertainment. The future of radio may be truly that of the machine age.