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Under the supervision of Edmund Chester, CBS's silver-haired, green-eyed director of short-wave broadcasts, La Cadena sends seven hours and five minutes of Latin-tailored programs south daily. Chester wants to send news programs that present an accurate picture of the day's developments, cultural shows that present the people of the U.S. as romantics with souls, not as cogs in the national industrial machine.
Bock As Well As Forth. The new network was not laid out to be a one-way street. At present only one regular broadcast originating outside of the U.S. is carried over CBS—a weekly Calling Pan America program—but the network hopes for more. Working mouth in microphone with CBS is Nelson Rockefeller's Office for the Coordination of Inter-American Affairs, which supplies programs and suggestions. For instance, Dr. Julio Barata, Brazilian radio chief (TIME, March 30), now makes a five-minute broadcast daily from Manhattan in which he comments on U.S. news for Brazilian listeners, calls a spade a spade.
For Columbia's President William S. Paley, the dedication of La Cadena last week was the realization of a dream. It was also something of a financial nightmare. Operating at an estimated annual cost of $800,000, the network is entirely noncommercial, probably will sell no advertising until export business revives after the war. CBS profits are purely in pride & joy.