Radio: A Bit of Both

Britain's staid, state-chartered, non-commercial BBC got snubbed by a colonial cousin last week. The Union of South Africa, leaning toward the U.S. rather than the British pattern, announced that it would experiment with radio advertising. Now dividing its air time between non-commercial "A" and "B" programs—one in English, the other in Afrikaans—the dominion will build new transmitters in Johannesburg, Cape Town, Durban, Bloemfontein and Port Elizabeth for a new "C" network open to advertisers. The network hopes to combine BBC's well-tailored decorum with American money-making methods, will carefully consider the sponsor's product before signing a contract. Probable taboos: laxative ads, political...

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!