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As to THAT LATE HOUR of Television---as you see from the two
letters above, several Co-Workers write me that they see God has
given us wisdom in the plan for a late hour, up to 11 PM, while a
few say it is too late for them.
LET ME EXPLAIN; and please read this twice, so you'll under-
stand: First, we are not able to get just whatever time we want,
either on TV or radio. Most TV stations have already sold all
their time between 7 and 11 PM, every night in the week. We have
to take what they have left. Second, TV stations, especially in
larger cities, charge about three times more for these earlier
hours. It would cost around $45,000 per program, besides
production costs, to cover the nation between 7:30 and 10:30 PM.
THAT'S BEYOND OUR REACH---UTTERLY IMPOSSIBLE! Third, during those
earlier hours the very PUBLIC we want to reach with Christ's GOSPEL
is watching the big-time worldly entertainment programs---we would
not be able to get one-tenth of them to look at our program during
those hours, yet would pay the same price as the commercial
entertainment programs who get 90% of the viewers. Fourth, IF we
were able to get on at the earlier hour---IF we could afford it---
even the few we would reach at such an hour would continue sitting
before their TV screens filling their minds with another two or
three hours of "I Love Lucy," or "Bob Hope," or "Dragnet," etc.,
etc., carrying their minds off into a dreamland of make-believe,
and by bed-time they would have forgotten everything they heard on
our program!
Yes, dear Co-Workers, you can see GOD IS GUIDING HIS
SERVANTS whom He called to the conduct of His work. Now, at 11 PM
there are still about half as many people looking at TV---all the
big shows we can't compete with are off the air---we have a chance
to get half or more of all still tuned in---WE WILL GET A LARGER
AUDIENCE AT ONE-THIRD THE COST---and we get them just before they
tune out for the evening, and send them to bed THINKING ABOUT GOD'S
MESSAGE!
We can't reach ALL the people, at present, no matter what
hour we are on! Our job is to reach the largest possible number at
the LEAST COST. God is showing us how! Even in this way, we are
going to wait until we have at least TWICE as many Co-Workers as
now, before we can afford to go on enough TV stations to cover the
entire nation.
WE ARE NOT FORGETTING Co-Workers like the brother whose
letter you read above, however. Surely, he and those of you like
him can stay up until the hour we are on ONCE OR TWICE, if you want
to SEE us on the air, as well as hear us---and the rest of the
time, you can tune in on RADIO every night, just as now. You'll
still get GOD'S MESSAGE just the same!
HERE, THEN, IS OUR PROGRAM: We plan to cancel out the
SUNDAY-ONLY Network and most of the other stations broadcasting
"The World Tomorrow" on SUNDAY ONLY, and put THAT MONEY into
TELEVISION. We are planning to switch the SUNDAY ONLY program from
Radio to TV, but to CONTINUE the every night broadcasting over WLS,
WWVA, XEG, XELO, and on the Pacific Coast.