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Frank StantonFrank Stanton
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Session:         Page of 755

Q:

Yes.

Stanton:

Well, in those days in radio they had a much longer chance than they do today in television. Today, decisions are made very fast, too fast in some cases. But this goes back to something else, which has to do with the sense of direction that management has as to whether something deserves to be kept on despite the fact that the audience doesn't like it; in the hope, A) that it'll succeed, or B) that it will fulfill a mission. I guess, I'll back off of that and say that the main thing is, the hope is that it will succeed with time. And that depends upon several things. Sometimes you make a commitment to talent that you can't walk away from, so you eat up the material, or you burn up the material on the air, to get rid of the commitment. You can't afford to throw it out. In radio you didn't have those tremendous financial constraints or pressures. But now we're into a period where the analyzer did some work in television as well. I don't know whether it's used anymore or not. It's probably used in some production quarters on the West Coast. We set up a West Coast branch of the operation. We took it in the field on some occasions to test in various parts of the country, to see whether there were marked differences about the things that people liked and didn't like. We became -- I say we -- I'm talking now the Research Department, because by this time I was long since out of the Department -- but the people who directed the Department kept that section going, and serviced the Program Department with a lot of research, and clues and cues as to where things were misunderstood.

There was a very able and unusual documentarian by the name of Norman Corwin who did programs -- not documentaries so much on the news side as documentaries having to do with the way people lived and so forth. Norman did one program I believe as a series called “As Others See it,” in which the participants talked about the way Greeks saw the United States





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