BW - EP134—005: Christmas With Jack Benny In A Changing World—What About 1950

Breaking Walls: The Podcast on the History of American Network Radio Broadcasting

The U.S. spent the first ten months of 1949 in a recession. Competition for the advertising dollar was stiffer. There were now over two-thousand-six-hundred AM and FM radio stations in the country, and TV was becoming a serious threat. Over one-hundred Television stations were on the air. Only two Network Radio shows had ratings higher than a 20. Just two years earlier, there were fifteen. Radio’s average Top 50 ratings were their lowest since 1937 and network radio revenue dropped for the first time since 1933. Meanwhile, NBC, ABC, CBS, and the Dumont Network reported a combined TV income of $29.4 Million. But advertisers were learning that TV production costs were much greater than radio’s. The extra money had to come from somewhere. Radio budgets were the likely source. On December 18th, 1949, NBC broadcast an episode of America United with a panel discussion on estimates and predictions concerning 1950. It was moderated by David Brinkley, at the time NBC’s Washington commentator. The post-World War II world had been chaotic. Europe was rebuilding slowly as the US and Russia became the two superpowers. That same day, as the Philadelphia Eagles were beating the Los Angeles Rams in the 1949 NFL Championship Game, Nikita Khrushchev was made The Soviet Communist Party’s secretary of the Central Committee, and single-party Communist elections were held in Bulgaria. Two days later, Josef Stalin was awarded the Order of Lenin as part of celebrations for his seventieth birthday.