PLACE IN RETURN BOX to remove this checkout from your record. TO AVOID FINE return on or before date due. MTE DUE MTE DUE MTE DUE r 1 ‘ ’21 E ‘v I . . , \‘j 1M WWpBS-QM .v-s" .1--- I" A» 4. d C a ‘ ‘ -..: ‘r w, 'h but u" g n v o 34 ¢ 5.. FARM AND HOME TELEVISION FOR EXTENSION WORKERS BY James T. Veeder W ‘AN ABSTRACT OF A THESIS Submitted to the School of Graduate Studies of Michigan State University in partial fulfillment of the requirements for the degree 0! MASTER OF ARTS Department of Speech Year 1955 Approzd/ ' ’ {/“JM ,. - f v 'r wry-23¢ q“: .r' ‘. D I l“ :5 :.-b.'- ‘r- ."-f_ .~:'- I9” 0““ ' - ,QO 1.. “‘9: .9:- '1! u' w" .J 4 ?"' .; :‘coez'e. . ‘. O u- :5 a stei'ti's -‘~‘.- 5,... ‘I q'.:IP"~ "u" ._ ,....uuon3 I up On a: :ta ' ;:i ..I' " :“ l .‘AO‘rOO‘ .- 5.5}.-h4 K') I - "-a'.'-{- -.F4 N chive-bade a ’QU‘ J:;_“:s“ -' {-2 "d.' I' . ‘31”. .5 A‘ .‘QR'I'R " N reauueui 5:" ‘. e ‘_- u: one.e 1221.;8: ~=~~ 1E1 97151:: x: Tum: cn an: “1;; A " “Juli! tLC' n. . ‘u: .7‘;-_ c', I‘mh‘stia etezt ;. “;0‘ “"3. James T. Veeder The planning and preparation of a series of thirteen programs for the extension agent's weekly television show comprised the problem undertaken in this study. These thir- teen programs were primarily for the farm family 'viewing audience but included features of interest to the general television audience. Furthermore, the writer attempted to determine a step-by-step procedure that the extension agent could follow in planning and preparing a series of weekly programs; to select a usable format for the series; to prepare an outline script for each program; and to present the attitudes and practices of extension agents who were doing television programming. To determine a procedure for the planning and prepara- tion of a series of farm and home television programs, primary considerations of planning the series were enumerated and discussed. These included: program objectives; farm family desires in television programming; audience make-up; time of day, frequency, and length of programs; program budget; station c00peration, facilities, and personnel; and program sponsorship. Considerations of program preparation dealt with the extension agent as the television program producer, information content, sources of information, formats, par- ticipants and their training, visual aids, program scripting, transitions, rehearsals, handling give-away materials, program promotion, evaluation, and other production problems. : .15....77 'In- .1" e a: O V s 0!, .1. :-;:,I:'3 “2:5t5195 ' -..A-.:P'.:' .e o “I ‘...no ' '...O.‘ “I _ . I ' e .. not '0': ": :.e;.5~‘u‘0 '9 . l .- :gx;i:ati:§ .- Wu«, 0Q g'u R‘.F—‘n :~-u use ‘lv:b.~-A-OJ d 5....- I... --".:..;ra:S. in 5: xiii this 1:! trnfiesre:c:tei 43551e121 only. a .l V‘h‘n ‘eu ': ~ :~:se cf ext “\ .1 ‘ 4 H! "F .‘ 'I “ pg -..ue-.ug..~‘ 3‘ . Lino}; E'” -. . ’ I “' H t n e ‘I. :c. a“. ‘ ‘3' in- - . “3-2.5 ; rI-teresze ”.13! Lena” CI: “i. . ““‘€uz:of.nte,. “‘ . “2.1:. «I 1.4L " '9'; Ir ‘ess 'axl ||~‘ ""3-1h‘ . a I~ ‘ ‘tvezts '~c\ is James T. Veeder -3- Data used in this study were obtained by a review of research done by members of the United States Department of Agriculture, the Universities of Delaware, Illinois, and Connecticut, Iowa State College, research conducted by the United States Navy, and original research data obtained through a questionnaire mailed to 156 county extension agents in twenty-two states. The questionnaire was mailed in June 1953 to extension agents participating in television programs. One hundred and ten, or seventy per cent, of the questionnaires sent were returned, of which ninety-three were usable in the study. Sixteen of the questionnaires that were not usable were returned by extension agents who had not participated in television programs. No farm and home television programs were produced at this time by agents in thirteen states, and two other states reported television programs produced at the college level only. The response of extension workers to television as a method of disseminating farm and home information varied from whole-hearted support and enthusiasm, to complete disinterest. However, those showing enthusiasm for the medium greatly out- numbered the disinterested agents. The time required to plan and prepare television programs and the competition from com- mercial programs of entertainment appeared to be factors in deve10ping a disinterested attitude. Production procedures varied greatly between individual agents but were less variable between the groups of county agricultural agents, home demonstration agents, and 4-H club '\ s..»‘.. :0 .‘.‘Ue'd ’- u - 3 ":.. f5 'fi 2‘! Se 05‘ = 5:; ...a o. 0b. I James‘T.'Veeder agents. The thirteen farm and home television programs were planned and scripted following the considerations and procedures set forth in this study. “‘35?" '1‘ 1_*""-’T‘ :r'V'v -. 'r "1'— :hitlk'. ,A, .4 lib; 44 LLJLJ-J «rm.J.L{.‘.\ ‘ 711 'fiff'," “’ij‘v ' ("v 1““ .y“ FCR JJJJAL_L..'JlA-.J.L‘\f:.\ ‘L‘l‘r‘J‘ ,L. J the Faculty of he Graduate Johccl fichigan State University In Tartial Fulfillment of the Requirements for the Lejree taster cf Arts July 1955 . . . BIOGRAPHICAL SKETCH The author was born at harilla, New Yerk, on Key 3, 1921. He received his early school training there and at East Aurora High School. Upon graduation from high school, the author entered Cornell University, grad- uating with a Bachelor of Science degree in agriculture in June l9h2. The author was appointed County h-H Club Agent in Cattaraugus County, New York, on Narch 16, 1942, and served in that position until July 15, l95h. he attenced Lfichigan State College during the summer of 1951, and returned to complete his graduate studies in the fall of 1952. He completed his required course work in June 1953. On July 16, l95h, the author accepted the position of Extension Television Specialist at Cornell University, the position he now holds. He married the former Leslie Clinton on June 20, l9h2. They have two daughters, Marsha and Donna. 354784 ACKNOWLEDGMENTS The author expresses his sincere thanks to Dr. Robert Crawford, whose supervision, inspiration, and interest made this study an interesting and pleasant task. He is also grateful to Dr. Gordon Thomas and J. D. Davis, who so capably served as members of the author's committee. To Dr. Wilson B. Paul, special thanks for his interest, guidance, and helpful suggestions. The writer also wishes to express his gratitude to the staff of WKAR-TV for the opportunity of gaining production and technical experience, and for their counselling and supervision. The author deeply appreciates the assistance of Sr. Earl Richardson, Extension Editor at Michigan State College, for his assistance in providing names and addresses of State Extension Editors. Also, for his suggestions in construction of the questionnaire. Thanks are given to the state extension editors who provided names of county extension agents participating in television programs, and especially, to the county extension agents who completed the questionnaire. The writer expresses his gratitude to the various .l I' " ‘7’; :.'-.' '. 'AivO. - é - a e ..l .vl- I. . i v .I-‘I-". .- . . . -- -v'. - I out “' (I) up directors of extension, the New York State 4-H Club Leader, and others who made this study possible through the granting of a sabbatical leave. To the writer's wife, Leslie, heartfelt thanks for her encouragement and interest in the study. TABLE CF COR ENTS CHAPTER PAGE I. BACKGROUND FOR THE STUDY........................ 10 Agricultural education as the responsibility of the Cooperative Extension Service........................... 10 Agricultural changes.......................... 15 Changes in agricultural communications........ 15 Agricultural information by television........ 20 II. THE PROBLEM AND THE R"VIEW OF PREVIOUS RESEARCH...................................... 2h Importance of the study....................... 24 The problem................................... 27 Summary of previous research.................. 28 United States Department of Agriculture..... 48 Research in the States...................... 30 Other research.............................. 32 III. THE TELEVISION QUESTIONNAIRE.................... 34 Interpretation of the questionnaire........... 38 The use of the questionnaire in this study....................................... 48 IV. PLANNING TEE SERIES OF TELEVISION TRCGRAKS...... A9 W'hat farm fainilies xvantoeoeeoeeoeoeooeooeso... Program ObJSCtiveSeoeeoooeoeeeeeooeoeoeeeeoeoe 51 5h CHAPTER .6. PAGE The audience.................................. 55 Time of day of the program.................... 57 Program frequency............................. 58 Program length................................ 60 Station facilities............................ 62 Station cooperation........................... Ch Program budget................................ as Television farm directors and station personalities....................... 69 V. PREPARING THE SERIES OF TELEVISION PRCGRAKS..... 72 The extension agent as a producer............. 72 Content of programs........................... 74 Sources of information........................ 78 Formats....................................... 79 Participants.................................. 83 Training television participants.............. 3 Visual aids................................... 90 Outlining the program.........................103 Transitions...................................lO7 Rehearsals....................................108 Production problems...........................llO Give-away printed material....................113 Program promotion.............................llh Program evaluationOOOOOOOOOOOOOOOOOO.0.0.0.000117 t ‘0 ..." . Cy- . --’ 1' "'- . .- g u . - a . n. u . . . u . a . I'- y . I- " a a ' ..u' on ‘.. 3-". '0'. 7,4 - O'- ,. . .. .‘o '_..I" :‘ .20.. A .' ... III. I I I O I O O C I ... - ‘ ... . .a' , . ‘ ‘_.d ...-C ‘ o-'" . . . . . . . . . . . . ‘ ‘" |\‘ . .. .. ... ' “....u ~ .9- '- \ ‘ ....»mu“.. .... q w|lt\||ll|ll| Q n I u I 0 O u o C . I O O I I O u I a - O I o - o I o c o o o o x l CHAPTER VI. THIRTEEN WEEKLY’TELEVISION PROGRAYS.............12I Program topics and features...................lio Program scripts...............................129 VEI. SLMIARY AND CCNCLUSIONS.........................27o Summary.......................................27o Conclusions...................................279 BIBLIOGRAPHY}.........................................253 WHOOOOOOOOOOOO00.00.0000...O.0.00.00.00.000000002'66 I. II. III. IV. VII. VIII. LIST CF TABLES Comparison of Different Groups of Agents Appearing on Television Programs with Different Station Personnel............ Comparison of the Participants Who Appear with each Agent Group................ Comparison of the Primary Audience that Extension Workers Attempt to Reach with Television Programs......................... Comparison of the POpularity of Formats Used for Farm and Home Television Programs.. Comparison of Different Groups of Talent Used by Extension Workers on Their TGIBViSiOn ProgramSOOOOOOOOOOO0.00.00.00.00. Comparison of Use Extension Workers of Specific Visual Aids and the Percentage Make PAGE LO #4 83 85 of the Group Using the Visual Aid...........102 Comparison of Methods of Program Promotion Used by Extension Agents....................11¢ Comparison of the Jobs Done by Extension Workers in Preparing a Television Prograrr1000000000000000OOOOOOOOOOOOOOO0.00.00119 __i__.——.__J . LIST OF FIGURES FIGURE PAGE 1. 2. COpy of the Letter Sent to Each State Extension Editor.......................29 Copy of the Letter Sent to Each Extension Agent Who Had Done Television Programming....29h Television Questionnaire with Completed Response - First Page........................295 Second Page.......................296 Third Page........................297 Fourth Page.......................298 Television Programming by Extension Agents in the United States, Summer of l953.........299 Television Scorecard - Evaluation Sheet........3C0 . u I 4 ;_.._.v--.a a on; U I»! '1‘- o C V I I Q . I v v c Q C I Q t 5 C - I . ~ I c . u ,, I‘ ' ’ ...- ... 4-- . I I 0 I I u. .. . Q. n u . . I‘ ~-. ..-...a. . . - .... ,. 5.. ' ‘- ~s I 0-4 0-1- 0 I I - o 0 - . v - U 0 U - v n v 0 O I - I v , . ' J'! -'v ’ 51 I "0 '00- o«-. D . ~ 0 I u . . . I o s o . u , . . . . "' ... - I "-01- vi... .. g . . . v - . . . . . . . . I . u . I ::. '- .-- .4 O c 0 O c n a n - . ~ . . . . . . , -. ..' _ . . ' ‘V -o .,_. .. _ .- ..--‘_- a h I . I “-. "w. .‘. ‘ “"t. In- . I I ' i I I . ‘ ...".. :. nu‘ 'I n. - ,n._...: . l I o t I o a ' - O- -- h. “I. I n . . n . 'V. ~ ‘ .“‘ 5".” ..., .‘>‘ I. I ~‘~ . . "u _. CHAPTER I BACKGROUND FOR THE "TUDY Agricultural Education as the Responsibility of the COOperative Extension Service From human muscles to machine "muscles," that has been the transition of American agriculture in half a century. In the year 1800, five farmers produced enough food for six families; in 1950, it took only one farmer to produce enough food for six families.1 This phenom- enal increase in agricultural production came with the advent of scientific agriculture, mechanization, and sound production methods. Farmers, scientists, inventors, research, improved communications, and education have contributed to what has been termed, the "Agricultural Revolution." Equally as startling as the increase in farm production and the changes in farming have been the changes and improvements in the farm home and in the stand- ard of living of farm families. The education of the farm family and its acceptance of improved methods have been, at least partially, responsible for the high standard of 1 Arthur Kauch, "A Farm Price Program," ;pen Neetingg 2Q Agriculture Egligy, No. 19. East Lansing, Michigan Stage College, Department of Agricultural Economics, P- . -11- living today. The education of the rural resident and the farm family has been vested in the COOperative Exten51on Service. Officially started with the enactment of the Smith-Lever Act in 1914,,2 the Extension Service has grown to where it influenced nearly seven million families in 1952.3 Operating at the federal, state, and local level, the Extension Service was supported financially by more than 89% million dollars from governmental sources during the 1952-53 fiscal year.“ The work of the Extension Service has been under the direction of the United States Department of Agriculture, state colleges of agriculture, and local extension committees. Extension's job has been to teach, not the lesson work that is usually associated with teaching, but a two- way process that has taken the problems of the farms and homes as a guide to, or a need for research work, and then has transmitted the findings of research back to rural people in a way that has expanded the welfare and happiness 2A Congressional Act in lth that authorized the formation of the Cooperative Agricultural Extension Service and provided federal appropriations for its operation. ‘" 3C. M. Ferguson, figpggp g: Cooperative Extension 2935,;Q,Agriculture and Home Economics 1953. United States Department of Agriculture, Extension Service, Washington, D. C., p. 10. “Ibid., p. 53. n i _, ‘ o- n ...—- a q .-- -"’o .4 " q .- .. o . .. ‘, - . ... . . - ...?f n - .”‘ .. —-- ..- u .- ' r n- O .. - . .__ .o _.-v - _".. . . _.-ao-‘ . ...- :- -.. _ r-.-. ..~ ...: i” ‘-V‘ II b - __‘,- .. . ...-c 0 —_. ‘-d- l . O .-b . ~'0.-| . p. 9 ‘ "|.~-\.' '- . ' .- - o. . -""-J I. M , u. .l . b d u.._. I- .- ..- ' A.,', . ‘I . ..._ ..., -.. a ~‘~.l . ’.., v. ~ I.. n . C ‘c. ' . ' .- r “u ' .. ~ .1 4. '5‘ “ .-. ..‘V 5 -“I " ’0‘ l'. ‘ Q .v of the farm family. Extension has taught through doing, through how—to-do-it demonstrations, and through demonstra- tions that show the tried and proved practices. Extension's teaching has reached all members of the rural family - the adults, the older youth, and the children. Equally important to the teaching of better farm and home methods and practices has been extension's attempt to deveIOp local leadership, leadership that has been used to establish community enterprises for a fuller and richer farm family living. Extension is responsible to every citizen of the State, both rural and urban, to help to keep farms producing efficiently at a level beneficial to all.5 To accomplish its goals of educating rural peOple, to develop leadership, and to help maintain agricultural production beneficial to all strata of society, the Ektension Service in the United States had a staff of amre than 12,500 workers in 1952. More than three-fourths cm the extension staff were county workers - county muicultural agents, home demonstration agents, and h-H 6 chn>agents. Upon these people has rested the responsi- tulity for actually carrying out the educational work fl Sghig is 133; Extension Service, Cornell Extension mfljetin, No{_725. Ithaca, N. Y}, New York State Colleges Of Agriculture and Home Economics, 1947. 6Ferguson, 92. cit., p. 35. -13- with the farmers, the homemakers, and the rural youth. The county extension worker has been the spearhead of the whole cooperative extension program. His leadership, guidance, ability, and the methods he employed in teaching rural people, have determined the success of extension work. The responsibility of the extension worker was pointed out by C. M. Ferguson, Director of Extension, when he wrote: On the shoulders of every extension worker there rests a great responsibility - a responsibility of effectively communicating important informa- tion to those who need it in a way which encour- ages action. Ferguson further stated that the extension worker's responsibility cannot be met unless he utilizes all the new techniques in disseminating available up-to-date information.8 In an effort to communicate with large numbers of farm people and to stimulate action by the farm family, extension workers have used many methods. Among these eue meetings, farm and home visits, publications, news- Imper and magazine articles, letters, radio, and, more recently, television. The effectiveness of these 7C. M. Ferguson, "Can Television Strengthen the jgnmoach to Learning?" Extension Service Review, Vol. 2h, *“h 7.(JU1y 1953).p. 123. 81bid. -14- extension methods can be ascertained when county extension agents reported that in 1952-- two-thirds of the farm families cf the country and two and one-half million non-farm families adopted one or more improved farming and homemaking prac- tices as a result of cooperative extension work. Together the many improved practices indicate progress in an ever-changing American agriculture. 9 Ferguson, Loc. cit. r. - 'j- ‘/ Agricultural Changes Changes in agriculture have been the cause as well as the effect of changes in extension work. The decrease in the number of farms, with a corresponding increase in the size of farms, can be attributed to the adoption of new methods and techniques by farmers. Production increases have been made easily and efficiently with less man power than in former years, giving the farm family more time for community activity. With greater efficiency, amre complex problems of surpluses, prices, markets, and gneater farm business investment have appeared. These, awed to the existing problems of uncertain weather, droughts, floods, unseasonal highs and lows in tempera- mues, diseases and insects, changing likes and dislikes ofconsumers, and the farmer's inability to adjust pro- mnmion quickly to demand, points up the instability or 1adcof security in present-day agriculture. It also :UMicates that agriculture's problems have expanded to indume consumer relations, competition from synthetic amterials, and rural-urban relationships. The Cooperative Extension Service has been aware M'the changes in farming and farm problems. Extension Ifirectcm Ferguson called for the development of a research mm EKiucation program that would find ways to improve the ’ ' - o u . ‘ .- .- ."“- ,.o ,' . y ..T .>."' -- I; 4 ”. ,.- . . 4 I - .... ' - a - ... ' - -.. .-—‘ ‘ 4 .9 . ' ' _ -. D ' ' - ... ' C 9 u :, o ‘I Ax .... \- ~- ‘O‘ ' JI ‘u‘. -10- marketing of agricultural products, provide more consumer education and information and more help in the field of public affairs education.10 He points out that extension has recognized its responsibility and is utilizing its personnel to develop a complete and balanced educational program.11 This indicates that the Extension Service has become an important influence :2; the farmer as well as 32 the farmer. It further indicates that the responsi- ‘Hl-D—Lfl ...-\- bilities of extension workers are ever increasing, and ‘w n. .11“ that to meet effectively these reonons1bilit1es, such as - ..- «7- ~ - ”-..”. .... ...< the dissemination of information, the extension worker {wet continue to use the mass communications media in the -.~- Mar-l q, -‘&--.-v.--r‘” Lat.— future. (Ihe mass media of new S'QapSIS, magazines, radi_o, -—-'-Ir \- ¢"“‘ _~—.- mm.television are the source of new ideas for thirty- ”yu- “Ur'fi-- lpht out of one hundred families, according to Director ‘WM‘Hv—u ‘un- urn-- a- .Ir' -_/--u.\; ..'-.-r 'Egguson,>.ae further points out that the use of mass "cm" a" mmha by extension agents is increasing, calling particular atmumion to the increased use of radio and television -- -.. 7, 0‘. MDreinforce direct teaching and to reach people not QFDDarilyeavailable-for facesto-face contacts.;2 It appears that the extension agent is faced with mlexpanding program of information and education. His loFerguson,_C_;p_. ci ., p- 11Ibid., p. 8. *3 0‘ l (I: 12Ferguson, 9p. cit. i“. M'. was?!- In H ‘ -17- use of mass communications media to accomplish his work effectively is inevitable. In fact, the extension agent may need to investigate the effectiveness of each method of communication and evaluate its use. . ,— -.. r .. ... - ...- . -..... . ~- .A .. -o .. -... ... ‘; - ‘- ., i .._ 710.. ' - A. .‘I ' - .... .b-i ‘ n .I - ‘v... "";'--. i" .r ‘n.’ ; I. . "" U,- . .'..>- .“ - ‘ 1 - :- . ‘10,. . C . .___ .. _ . ‘ i a. ... ..L' . "I. .. ..\.. . ‘ .._.' ‘\‘ ... ‘- c ‘1 I. .' . 7‘ q 3.. ‘ ‘5' . . -_1 "I . u‘ Changes in Agricultural Communications The communications media have also undergone rapid changes. William B. Ward, Head of the Department of Extension Teaching and Information at Cornell University, points out that newspapers and magazines have improved their coverage and content through the development of faster methods of distribution, photo printing refinements, and expanded news services. He also states that farm magazines have become increasingly popular and their readability improved.13 It appears that these methods of communicating information to farm people have made, and are continuing to make, an important contribution to agriculture. The biggest boon to communicating information to the farmer has, however, been the radio. Judith C. Heller declares that, "the remoteness of farmers from the general run of news made radio more of an asset than any other development in their lives, aside from the automobile."14 She supports this statement with reference to the radio programming of commercial and college radio stations and 13William 3. Ward, Reporting Agriculture. Comstock, Ithaca, N. Y., 1952, pp. 1-4- thudith c. Waller, Radio, the Fifth Estate. The Riverside Press, Cambridge, l9h5, p. 200. v V .4 ‘- '5’. a. ‘ ...- a .- .... . . . ‘ .. . . .'-¢‘ . I II .. _. .‘ ..-.“ ‘I I' u h: .I .- a - 4 0 “‘A- . ._ . .. . . .. .' .. . . . ""'~ U. ... ,_. . - ". ..--u: .. I. H I .‘ 1 .._ .... U ‘r . ._-_ \,.I ‘ ‘. .. . ~ . I- __ -_ ~. _ .v.‘-‘ . '- "i u...‘ ‘ 1 al.‘ 0‘ ’k‘ 0.' x, . ns .. ‘ 'l A~.‘ t. .v t... ., t: ‘ W . ...L .‘V .‘ A .1“- . '.n “ ~. §‘ ’: c . Q.“ . HP‘ "~ 'Is I ‘ ‘ r ‘- I -19- the savings farmers have made as a result of radio broadcasts giving weather, market reports, and news.15 Ninety-three per cent of the American farmers have radios, according to the 1950 census, further pointing out the value of radio to the farm family. The farm radio owners are served by more than two thousand radio stations broadcasting complete market reports, weather, farm news, and special agricultural features of interest to all members of the family, Ward reports.16 In reporting sources of agricultural information, Judith Waller sights special agricultural summaries provided by the radio wire services, the Cooperative Extension Services at the agricultural colleges, and county extension workers who provide agricultural radio releases. She also mentions the radio office of the United States Department of Agriculture as a source of daily releases of agricultural information.17 The extension worker has been in an unique position, his contact with the farmer and his family, his relation with the state agricultural colleges and experiment stations, and his training in technical agriculture has made him an outstanding source of 151bid., pp. 261-265. 16Ward, 0 . ci ., p. 258. 17Wa116r, pp, cit., p. 265. -20- agriculjniral information. The extension agent's prominent place ill the local agricultural picture has given him an cmportunity to become acquainted with local agricultural prdblems, to understand the needs of rural peeple, and to appreciate their way of life. Thus, extension workers have been in an excellent position to make use of the broadcasting media. The use made of these media by extension workers has given wide speculation to the applica- tion of television in servicing the rural resident. Agricultural Information by Television Agricultural television, or television aimed primarily at the farm viewer, has been widely acclaimed by many television farm directors, extension personnel, and farm leaders. Apparently, to some, television can be used successfully as a tool for disseminating informa- tion of an agricultural nature to the farm viewer. Other farm leaders and extension workers have indicated that television can be well employed as a public relations tool. These people seem to feel that television can most effectively serve the farmer by telling his story to the consumer, to promote the sale of agricultural produce, and to accept the farming industry for what it is. The many and varied approaches to television taken by extension workers and farm leaders can be abstracted from their written articles. Extension Director Ferguson's approach to the use of television has been in terms of an audience hundreds of times larger than can be reached in person. He points out that viewer ratings show that from fifty thousand to two hundred thousand people view television programs that utilize the same methods, the method demonstration and visual aids, employed by extension agents in the performance of their duties. The opportunity to use television is knocxing insistently.18 William B. Ward predicts that television, with its multiple appeals of sound, sight, color, and motion, will change viewers' habits and become the greatest means of mass communication. He further states that television has affected radio, magazines, books, newspapers, and movies, but claims that it will not replace or destroy them.19 Ward also feels that showing farmers, through television, is more effective than telling them, and that television should save time and money in accomplishing extension's work?0 Ward's views are shared by Max Kirkland, Extension Radio Specialist at Oklahoma Agricultural and hechanical College. Kirkland states that extension Specialists l8Ferguson, 9p. cit., p. 123. 19Ward, 0 . cit., pp. 287-288. 201bid., p. 290. -22- can reach many more people in much less time, and with much less travel, through television than through other methods. He points out that extension specialists have traveled millions of miles each year in an attempt to improve farm living; now, however, with one television program, the specialist can reach a half million peOple in a week. Kirkland calls television, "the best method ever discovered to reach the millions of people." He further points out that television beams into the city home and calls attention to the fact that city viewers have a big stake in agriculture.21 The farm leader's view of television was given by W. J. Wigsten, a New York State dairyman. He gave credit to the extension agents and Specialists for their forty years of helping the farmers do a better job of farm production. He posed the problem, however, of the need for help by extension personnel in the field of rural- urban relations. Wigsten further suggested that extension agents present television programs that show city dwellers how much time and money goes into the products the farmer produces, not programs that tell farmers how to farm.22 2lM’ax Kirkland, "Television....Tailor-made for Agriculture," Better Farming methods, Vol. 25, No. 0, (June 1953) pp. hO-ZZ. 22W. J. Wigsten, "TV and the County Agent," figg§gultural Leaders Digest, Vol. 35, to. A, (April l95h) p. . .’.a : '4 -. ,cn' ° .9 .. H cu .— " ‘ 4 -.- ..u ‘ u v . .,1 ' C- r . .- .‘. ‘. ‘. ‘- ' I ‘ ‘ ...-av .. ..n- "‘ _:, ..‘-.¢ o. - . ...I u ‘- .- ‘ , .. ‘I ' - a . ... ...- . . . w-o. . a- I . c . I 4- .u—n‘ 6 ... - —‘_. _ " -' «ul - 1-. . .3 ' .~. .- ‘fi . u.— u '0 n -. “..-; _ o v . . W ‘V‘I -23- Television as the newest method of approach to the education of the masses, appears to have given extension workers a double challenge: First, the continued education of the farm family, particularly in the efficient production of agricultural products; and second, the education of the consumer toward an appreciation of the farmer and his problems. Cooperative extension workers who want to do an effective educational job have eXplored the possibilities of the newest extension method - television. The successful use of mass educational methods in the past appears to give television a prominent place in future cooperative extension planning. . _ -6 . .-. -- ...— _. ..a- ..-_s y ~. " v '6 ... .~_~ M n‘ o. .... .-.__ “-- an... 5 A V '-.\ a. _’ ‘I- ,, . ... _ ' ‘n- u .. "‘.~.‘ , . k _ fl. .- n l.‘ - '- . \ue- .. Q. ‘ . e ‘ .. ..- O . . 't. _ -. _. . u '. ’ u‘ v.- .,‘ . v .> . o . . - ' hp .‘ ‘vl - U ‘7‘ . ., '. -._ '. Ago. 0“. .. 9'1..." 14171;.1; 7‘ wild... i-..“ ..LI THE PROBLEM nkD THE hEVIEd LF lfithtUB RfisaidCi Importance of the Study The expansion of the television industry and the increased Opportunity for extension workers to use this medium posed several problems. Television, a new and different method of reaching large numbers of peOple, required different techniques, new approaches, revised technical information, and greater concern for brevity and simplification than required by other media. Extension workers who used television during the early develOpment of the television industry solved thes problems through the trial-and-error method. Extension personnel had no Opportunity for training and had limited directional information. As they used this medium of c0mmunication, certain trends appeared. Little thou ht was given to the way the information was presented, to its appeal to the viewer, or to shOtmanship in the production of programs. The show- how demonstration was adapted to television with the exclusion of nearly all other formats. The long-time view of television as a method of fostering better rural- urban relations and of providing service to consumers and producers alike had not crystallized. s The lifting of the television freezel in 1952, provided for a greater expansion of the television industry and offered more extension workers an opportunity to disseminate information through television. Extension workers new to television, therefore, needed direction in the use of the medium. Extension agents who had participated in television programs for a period of time felt a need for new ideas as well as the need for a variety of methods Of presenting their informa- tion. Ens. Mary S. Switzer, home demonstration agent in Erie County, New York, in her letter dated hay 12, 1953, pointed out the problem of develOping new ideas for tele- vision shows when she wrote: Our main problem is thinking up ideas for fifty- two, thirty minute shows a year. I wish someone, somewhere would compile a list Of program ideas used in various parts of the country. No material was available relating to the procedure to follow in planning a series of agricultural extension television programs. How to proceed, what would make good television programming, and how to put the program before the camera was not in usable form. Program 1The television freeze started on September 30, l9h8, as a result of interference among Operating stations, and the limited nationwide television service available with the small number of vhf channels. The so-called freeze was lifted by the FCC on April lb, 1952. more than 2000 channel assignments were made to 1300 communities on vhf channels 2 to 13 and 70 uhf channels. objectives, the desirable approach of extension personnel to the station, and the appearance of extension personnel on programs Of the station farm director, or on other local personality shows appeared to be ignored in favor Of the promotion of extension television programs only as another method of disseminating agricultural information. In July 1953, ”Television and You," a publication of the United States Department of Agriculture, was distributed to extension personnel. This publication represented the first printed material of a directional nature distributed generally to extension workers. Preceding this, some state extension services had provided extension personnel with handbooks produced specifically for their own workers. Among these states were New York, Connecticut, Delaware, and Iowa. All of these handbooks were similar in content. here recently the National Project in Agricultural Communications, with headquarters at East Lansing, hichigah, has produced four training films based upon the United States Department of Agriculture publication, "Television and You." The films were supplemented by an instructor's manual, "Television Is for You." The production of television training films, printed directional material, and the recent designation of agricultural information personnel as television specialists or television editors at several land-grant colleges point to the importance of providing directional -27- material for use by extension perxonnel participating in television broadcasting, or contemplating participation in television programming. Richard Cech and K. Robert Kern at Iowa State College point out that agricultural educators and others, includ- ing television stations, are anxious for any knowledge that will assist in making television a useful tool for the dissemination of information for the prOducer and the consumer.2 The Problem The problem set forth for this study was: To plan and prepare a series of thirteen programs3 for the extension agent's weekly television show. The purpose of the study was: (1) to determine a step-by-step procedure that the extension agent can follow in planning and preparing a series of weekly television programs primarily for the farm family viewers but that would also appeal to the general viewing audience; (2) to select a usable format for the series of television programs; (3) to prepare an outline script for each of the thirteen weekly programs; and (A) to present the attitudes and practices Of the extension agents who did television 2R. J. Cech, K. R. Kern, Presentipg Economic Ip- formation 39 Consumers b Televisiog, Agricultural Experiment Station, Iowa State Col ege, Ames, 1a., (1953), p. l. 3Thirteen weekly programs is a recognized standard commercial unit. ~28- programming, as determined by a questionnaire. The need for this type of material can be justified by the unanimous requests of extension agents who completed the questionnaire used in this study (their comments are enumerated in the appendix of this thesis). Extension peeple are, in general, aware of the value of television as a teaching tool but are equally aware of their need for assistance in making the Optimum use of television for the dissemination of information of an extension nature. Summary of Previous Research United States Department 9: Agriculture The United States Department of Agriculture has done the most comprehensive research to date in farm and home television. A project, "Research in the Utilization of Television in the Dissemination of Information Regarding the larketing of Agricultural Products," established in April 19A8 to determine the most effective use of television as an information tool, produced during its first four years more than four hundred television programs. These ranged in air time from two to ninety minutes}P AK. A. Speece, A. F. Skelsey, K. M. Gapen, Program Lethods, Television Report, (Section III), Radio and Tele- vision Service, Office of Information, U.S.D.A., Washington, D. 0., (February 1953). p. iii. -29- The department published three comprehensive reports covering the experimental work of the project conducted under Research and Farketing Act Project 20. 255. The reports published in mimeographed form are: q Section I, Films; Section II, Visual aids; and Section III, Program lethods. The film report (Section I) treats in twenty-tw 0 pages the use of films in television programs, including \J c1. P De use of existing films, clearances, and distribution , of United States Department of Agriculture films.) The visual-aids report (Section II) covers the planning and selection of visual aids, as well as visual display devices and types of aids. The report includes in its twenty-seven pages a helpful bibliography.b The third and final report (Section 111) includes in its thirty-six pages of program methods, a limited list of topics, and considerations such as building a program and type of format. It includes also a glossary of tele- vision terms.7 Sections of this thesis include certain adaptations of some of the material presented in these reports of the 5T. Hoone, 3. A. Speece, K. I. Gapen, Television Report, Films, Section I. Radio and Television Service, ‘ffice of Information, U.€.D.A., Jashington, (June 1951). 6:. A. Speece, A. F. Skelsi, x. w. Gapen, Television Report, Zigual Aids, Section II, Radio and Television Service, *. - Cffice of Information, U.S.D.A., flashington, June 1951. 7Speece, Skelsey, and Gapen, 9p. cit., 3e op. -30- United States Department of auriculture. K—l Research lg the States In 1951, the extension editorial office of the University of Illinois conducted a survey in twelve counties within a radius of seventy-five miles of Chicago to determine farm television-set ownership and farmers' reactions to farm and home television programs.8 Five hundred cards were sent to farmers selected at random in each of these twelve counties. Similar research was conducted in ielaware to obtain farmer and homemaker reaction to television programs. The first of these studies, "Television for Delaware homemakers," deals with preferences of program time, program frequency, and subject-matter preferences.9 A second, "Farm Audience in Delaware," is concerned with viewing, listening, and reading habits of farmers in the state of Delaware. The study includes also questions of pregram time and farmer interest in agricultural pro- grams. 10 8Extension Editorial Office, University of Illinois, College of Agriculture, Television Has an Audience 1p Rural Illinois, Urbana, (November 195—7. 9W. T. McAllister and Louise hhitcomb, Television for Delaware Homemakers, Delaware University Extension Service, Special Circular 3, hewark, (1951) 11 pp. 10G. H. Axinn, Farm Audience 1g Delaware, Circular A, Department of Rural Communications, Agricultural Experiment Station. University of Delaware, hewark, (1952), 13 pp. -31- In a study sponsored by Station HUI-TV, in association with the Ford Foundation for Adult Education and the Iowa State College of Agriculture Extension Service, a total of 1817 personal interviews were made within a fifty-mile radius of Ames, Iona, to obtain information about the viewing and listening habits of both urban and rural householders.ll ELI-TV was the only station that offered television service to persons reached by the survey. The data show that an adult who had a television receiver in his home spent an average of more than three hours each day viewing television programs. The survey showed also that the time the program was offered was the only factor that affected the size or composition of the audience for any given program.12 Of all the television sets within the fifty-mile radius of Ames, more than one-third were in Des Koines, about one-fourth were in other cities of 2500 pOpulation or greater, and about one-sixth were in rural places (towns with less than 2500 inhabitants), and about one-sixth were in farm homes.13 llrhe WOI:TE.Audience, Iowa State College of Agriculture, Ames, (19527, 125 pp. 12lbid. 13Ibid. -32- A comparison of audience size for the entertainment programs and educational programs telecast adjacently showed that the audience for the educational programs was as great as that for the entertainment programs. Contrary to pOpular belief, viewers did not turn off their sets when educational programs followed entertainment shows.14 The research reported in this study appears to be directly related to, although not duplicated by, the study presented in this thesis. Other Research Research conducted at the special devices centers of the Department of the Egyy.gives a detailed report of the work with visual devices for television. Although not concerned Specifically with farm and home broadcasting, the research was of value in the discussion of television techniques. One hundred and five training devices were tested for visibility on television, and thirty-one visual principles were listed in the report.15 Other research dealing with education by television, television-set saturation, viewing habits, and television's effect on other media has been completed. inch of this 14rbid. 15R. Jackson, Visual Principles for Training b Television, Special Devices Center, Office of Navai Rgsearch, Human Engineering Report 500 20-TV-2, Port Washington, 1‘3. Y. , 26 pp. -33- research appears to have little application to this study, and therefore has not been reported here. To supplement existing research and to gain a greater insight into the programming of agricultural extension information by television, a questionnaire was used among extension personnel participating in television. The questionnaire, its construction, use, and the results obtained, are discussed in Chapter III. CHAPTER III THE TELEVISIOR QUESTIONNAIRE The questionnaire used in this study had three main functions: first, to determine the extent of tele- vision participation by extension personnel; second, to learn the program practices and procedures of participating extension workers; third, to learn the reactions of extension workers to the success of their television programs, and the assistance wanted from the television station and Extension Service. To accomplish the functions of the questionnaire, thirty questions were carefully selected for use, with a page for comments of the person completing the questionnaire. The questions were arranged on three pages with one page reserved for comments. The questionnaire was prepared in the spring of 1953. The Opinions and advice of several persons were used in the final develOpment of the questionnaire. The extension editor and the extension television editor at Lichigan State College were helpful in advising the author in construction of the questionnaire. Upon its completion, the questionnaire was pretested with a county agricultural agent in Texas, a county agricultural agent at Detroit, chhigan, and a home demonstration agent at Buffalo, New York. ..- i... -35- Each pretest questionnaire was returned. Two of the questionnaires were completed, the third questionnaire was not completed, but several of the questions were answered in an accompanying letter. The pretesting of the questionnaire was felt necessary in determining whether county extension workers had enough television program experience and interest in television to complete a questionnaire of this scope. Loreover, the pretest attempted to determine if the questions were so stated that they were clear to the respondent, and to determine to what extent agents were interested in the type of data to be collected. Because of the limited sample group, no attempt was made to interpret the data gathered from the pretest group as an indication of what the total sample would indicate. The pretested questionnaires indicated differences in television programming procedures among the group. TWO respondents appeared on their own extension television programs while the other respondent appeared with the station farm director and other station personnel. There were differences in the hour of the telecasts, the audience for whom the program was presented, program production procedures, program formats, visual aids used, equipment available, and the like. All of the respondents indicated an interest in receiving the result of the data obtained by the study. A larger group of extension workers used in the pretest might have given more definite trends and might Imve resulted in the clarification cf some q‘sstions included in the questitnhaire. Lonever, aith the respense to the pretest, it has felt the the quezt’rnhoire yes (‘11 94 [.10 CI- able for further use and the queztionnaire mas gin ograghed for circulation. (I) The thirty q estions ‘334 in the guestisnnaire H. g f—z y '(1 H. I“! (r) i I ( C "J it: (I' (D r l- (D Cl: . extension porter to whom the quest H. H H- Ho (0 U lrogram length, program frequency, participants ( I O H "3 f H- IN-v ‘ 3‘ H C‘ h I H S )— p.) ;-_. F0 {23 . x . i‘ H (I) H (C (_ L: H. 3 (D {34 commercial spon' c—f' .93 . D LU U to prepare the program, pro ram force program audience, hudget, and progra: procedures were included in the questioning. ueaticns asks; ftr informa- } _ ,C H d- ,‘55‘ H [.0 tion about program visual aids, equi tent JVailable fer '\ ‘ r ':‘ ‘ " urcceuures, I * maxing vis‘a 5, program publicity, follow-up h n .3 . -. (.1 ,9 r q r! 1 ,r I‘ . . rr -. . o r“ ‘ V, . 1.. and questions -otut prcgram planning. a copy of the questitnnaire appears on r,ges 2C5-2?$. I! 0 ~ -. «I A ( I . . 3 \ _. I, 1‘ .. 7- ‘_ . o . o _-"‘ A A list tf extension Lorxers knO has participated ‘ ' r. ..., — r... I , . J: g mum p . _ in tSIEVlLiCH ,rc,rams Md; not available. -nererore, a .. _g.°.-,r .0 4.3, .r ,_,,__,, v.-." .~-‘7 ~.-, .~ .5 ...J. .-—' .. l,tter again; -cr the names and addresses or extensrbn markers in each state, yno had marticipateu in a television fro ram, with a copy of the questionnaire, were sent to (u (D 1v: r {—f- (0 r... F I (i H. C\ ’fi' f to f. .1 Ho fl (— H O :L (3 (‘\ (,4 1 r) " ‘3 (“Jr (1: H (. ~ :- f“? \k) h H- O '\ s’ ‘—‘ , :' CQCIA £t£:t ' -37- lists included names and addresses of one hundred fifty— shtcounty extension workers ho had been t3 levL itn (p p: ( D (J H. O "1 9 SJ (‘1: O H U‘ P" :3 LP: H. O D ('1’ C) L): ,5 O 5-; :-—J (D <_‘ _) H. ("a p: ants. Reports of sL te extension televieitn programs were received from two state extension editors aid are not includei in this summary. A letter requesting the extension torker's assists ace in co”ple tin2 this study and a co;y of the questionnaire tero nailed to each of the one hundred fifty-six county extension works 3. A copy of the cover letter appear (1') 294. The mailing of the questionnaires 0'1. 13 £15" (D has completed about July 1, 1953. CUE hunoged and ten, or seventy per cent, of the questionnaires were returned. Seventeen of these were not sufficiently c,mple e to be used. Sixteen of the incomplete questionnaires vere . ,— . r.‘ ... I . a, ' . ‘ V — received from extension worcers MMC telev [.10 f 7 H. D D 0 £1 £0 “ICCIEC. Linety- three questionnaires, or nearly sixty per cent (59.cp) of the ques tio naires sent, vmre usatle in this study. The total number of questitnnaires returned from each state, the nuroer of us:— twlt questionnaires returned, the states reporting no television fro ramming by ezfi W91 itn 3:3fit8,2md states reporting only pro re s originating ot'Umastate college, are shotn on the map on page 299. Alth1u h the questionnaire fulfilled its purpose, {I 'Ses in construction mould have improved the J'nmfld‘u—T «In . -33- response to specific questions. Questions about the time of day of the program rather than the use of a.m. and p.m. would have provided more usable data. Lore specific questioning about the length of time the program had been on the air would have been useful. Questions which depended upon the preceding answer were misinterpreted. For example, the question of a television budget was answered in the affirmative by two respondents, while sixteen respondents gave sources of budget help. An effort could have been made to enlarge the sample by sending a second letter to state extension editors requesting names of extension workers who were participat- ing in television programming. The sample might have been enlarged with a second letter to extension workers who failed to return the questionnaire. Interpretation of the Questionnaire The questionnaire summary showed many differences between individuals in the total sample, but few differences between the groups of county agricultural agents, home deaonstration agents, and 4-H club agents. Eighty-eight per cent of the group questioned, eighty- two agents of ninety-three reporting, appeared on television shows with station personnel. Thirteen per cent of the reSpondents, twelve out of ninety-three agents, appeared on their own extension programs. q dC‘Lnle ‘ [410 Pb n . - wfiv - ‘N ~ ’3 ‘- «IL-, '-, - — '3, h .I‘ - rerenCes he‘s noteu Lebanon tLe grours cf -'H ~<.~ At ,\ ‘7' ‘ ‘7 y' 3» ea, ,_ l'. 'T- “ r.z\~ n agents LLUQ asked with when they appeared. h-n ClUb agents and county agricultural agents afpeared wore frequent v m' b 5 -! .~.' s :1 7‘ ‘ 'r' ~ ‘- 9 - 3 ‘~ ‘-‘ aéonts appeared hora frequently thn other "7"10 I “f\.\"t"‘ t 1’1 ‘3"af “VI 1 _u o oo1n. o (n1 t (11 erel<.;s. Fr] "1 I .L-.1 .2) fir‘ "‘ r "‘T jf‘"* "I Ifiwwyfl“‘~l r fiv- r ~-----v ,- “p ‘ P‘!"1 7'1'_' ‘ t -_ '1: ‘~"I," "4"" 4' {'7 'TTT "'1 71—!- '1-r,“ VL— --LA;“I J—Jk-IL“. (l-fl L’ -L LuLb—JL.T \‘al‘b VJ- J .K -—I A} ~V“—--44‘. Pu) ‘l-Lu} .1“- ‘_L.a.a\-.-— b... -L ......Lp4'7—5. ‘fi‘J—‘v‘. ". . " fn _,' 75""? “‘1 1‘:;“‘1"F"1""'71 F1 ' ' ’ """) ‘I' f ",lT I_‘.C I ..{J‘.--:3 .. ....LJ a.._.._j ll ...-L .1...L J*.lLIL.. - L—ulJ'vL..,..'.ai.J r‘arm lublic s;rvioe tther Agent groups director director personnel LC. JJ 9.0. JJ if). Jo County agricultural 26 61.9 2 h.8 1h 33. agents 4-H club agents 8 2.7 O O 3 hone demonstration agents 15 AC.5 2 5.5 20 in \l O to u \n r O Extension workers anoear less regularly pith station pers onnel than do workers v.ho have their own television programs. Eighty-eight per cent of the respondents who ‘jpe. ed with station personnel appe red at an interval other than daily, meekly, or monthly, while hl.o per cent of those “rotu01nr their own television profrans appeared am an interval other than daily, weekly, or monthly. The respmfihnts indicated that this frequency was usually lesstflen daily, weekly, or monthly whether it vn s thei Gulshow or an appearance with station personnel. “xteneion workers replied on the questionnaire the H 1- “WYAQLt often used boys and girls as pro fir -40- The least often used participants were peeple outside the extension family. Farmers, homemakers, other agents, and specialists were used about equally as participants. The number of agents reporting the appearance of specific par- ticipants is given in table V. The difference in participants used by the different agent groups appears to be correlated vdth the peOple involved in each of the county extension programs. Kore county agricultural agents report farmer participants, while home demonstration agents report more homemaker participants, and a higher percentage of 4-H club agents report the use of boys and girls as television talent. Table II gives a comparison of participants used by the various agent groups. TABLE II * CCKPABISON CF THE PARTICIPANTS WHO APPEAR WITH EACH AGEJT GRCUP (Seventy-nine agents reporting). Agricultural 4-H club Home demonstra- Participants agents agents tion agents :10 . J6 o . 23 1:0 . 1:. Farmers 24 70.6 5 45.4 3 8.8 Homemakers 9 26.4 3 27.2 22 64-7 Boys and girls 18 52.6 11 100.0 15 44.1 Specialists 16 47.0 1 9.0 7 20.5 Other agents 17 50.0 6 54.5 10 29.4 Others 5 14.7 1 9.0 9 26.4 *The percentage totals more than 100 because agents checked more than one category of participants. Eighty respondents checked the question on the frequency with which participants were used on their tele- vision shows. About two-thirds of then reported that -41- participants were used occasionally. This answer was given by 65 per cent of the group, with 26.2 per cent re- porting the use of participants every time, and 8.8 per cent never using other talent. lore home demonstration agents than county agricultural agents reported the use of partici- pants every time, and fewer of them reported occasional use of participants. 4-H club agents reported the use of participants between the extremes of the other two agent groups. The "air time" of the extension television program appears to be an important consideration in farm and home television programming. Respondents to the questionnaire reported that 69.3 per cent of the programs are presented in the evening and at the noon hour -- the two times that farmers and homemakers consider best for them to View agricultural television programs. Results of the question- naire show that 12.0 per cent of the programs are presented during the morning, 18.7 per cent in the afternoon, 33 per cent in the evening, and 36.3 per cent during the noon hour. In answer to the question about the period of time the program had been telecast, a wide variation in answers and in the method of answering resulted. Some agents checked one of the groupin s, others gave the Specific length of time the program had been telecast. The eighty- six agents who answered the question indicated that 66.2 per cent of the programs had been telecast for more than -pg- a year, 29.0 per cent for less than a year, and for 4.8 per cent of the programs the length of time was unknown. Television programs in which extension workers participate are not usually sponsored. Respondents indicated that 81.0 per cent of the programs lave no com— mercial Sponsor, 16.8 per cent are commercially sponsored, and 2.2 per cent of the programs are partially sponsored. Home demonstration agents appear on commercially sponsored programs more frequently than do county agricultural agents and 4-H club agents. Twenty-nine per cent of the home de onstration respondents appear on commercially Sponsored programs, while five per cent of the county agricultural 'gents appear on Sponsored programs, and another five per 0' cent on shows that have part-time sponsorship. Two of the 4-H club agents, or 18.2 per cent, appear on sponsored programs. When questionned about the planning of programs in a series, slightly more than half of all respondents plan their programs in series. Two agents reported plan- ning part of their television programs in series, and nearly half the respondents did not attempt to plan programs in series. The extension agents were asked to compare the amount of time taken for the preparation of a television program in relation to the time required to prepare for a good extension meeting. Fifty per cent of the reSpondents .n' v ~ . ‘o'l LL, -43- reported that television preparation and preparations for a good meeting require about the same amount of time. Thirty—eight per cent thought that television takes more time, 9.7 per cent believed that it takes less time, and 2.3 per cent did not know. when questioned about the extra time taken for television, if more time was required for television, forty-four agents claimed the extra time worth- while, four felt it was not worthwhile, and four did not know. Thirty-five reSpondents to the preceding question reported television to take more time; therefore, seventeen of the reSpondents to the question must have misinterpreted the question or failed to see the connection with the preced- ing question. Of those who answered the question, 84.6 per cent felt that the extra time taken for television was worth- while. The format used for the television program was the basis of another question. The demonstration format was used most frequently and the dramatic format least often. The demonstration format was checked by 76.3 per cent of the respondents, the dramatic format by 2.1 per cent. A comparison of the use made of different formats appears in table IV. Television programs may be aimed at specific audiences or at the general audience. Nearly half of the extension workers who answered the questionnaire aimed their programs at the general viewing audience; 48.3 per -44- cent of the reSpondents indicated this audience, while others attempted to reach one or more specific groups. The audience that the respondents attempted least to reach were urban youth, 3.2 per cent, rural youth, 9.6 per cent, and the urban family, 9.6 per cent. The specific audiences most often programmed to were farmers, the farm family, rural homemakers, and urban homemakers. County agricultural agents aim their prOgrams primarily at all listeners and farmers, 4-H club agents at all listeners, and home demonstra- tion agents primarily program to rural and urban homemakers, as well as to all listeners. Table III compares the primary audience of each agent group and of all respondents. TABLE III CCKPARISCN OF THE FRIIARY AUDIEACE THAT EXTENSION WORKERS ATTEMPT TO REACH YITH TEIEVISICE PRCGRAYS (93 respondents) Agricultural Home demonstra- 4-H club Total Audience agents tion agents agents group h op % P All listeners 52.3 33.3 83-3 48.3 Farmers 50.0 7.7 8.3 26.9 Farm family 28.5 25.6 25.0 26.9 Rural homemakers 9.5 43.6 0 22.6 Rural youth 11.9 7.7 8.3 9.6 Urban youth 2.4 5.1 0 3-2 Urban family 14.3 7.7 0 9.6 Urban homemakers 7.1 43.5 0 21.5 In preparing for the television program, extension workers vary considerably in the number of jobs that they do. Nearly ninety per cent of the group select the tOpic "-.. -ps- for the program and the program content. Very few of them have a camera rehearsal in preparing for a television program. A comparison of the number of extension workers reporting preparation for the television program is shown in table VIII. It was noted that only 87.0 per cent of the respondents script their programs or outline their show, indicating that some television programs must be strictly ad 112 productions. Two of the seventy-seven respondents, 2.6 per cent, reported a special television budget. however, sixteen reSpondentS reported a budget provided by the county extension service, the state extension service, or the station. It appears that expenses for the programs may have been paid for, partially or entirely, by these sources, although no specific budget was provided specifically for television except in the two instances previously reported. The number of visual aids used by extension workers aried between individuals within the whole group of respondents and within the specific agent groups. The average number of visual aids used by each extension worker is 4.4. Actual materials are used by 52.2 per cent of the respondents, and only 26.6 per cent used film. Charts, pictures, slides, and film are used more by county agricultural agents than by home demonstration agents. . However, home demonstration agents more frequently report the use of actual materials, and 4-H club agents most often use flannelgraphs, charts, and actual materials. -40- The comparison of the use made by each agent group is shown in table VI. Nearly all, 96.4 per cent, of the extension workers provide visual aids for their television programs. Television stations are reported as sources of visuals by 17.0 per cent of the respondents, and the state colleges are given as a source of visual aids by 27.2 per cent of those who answered the questionnaire. Only 3.A per cent of the respondents reported having visual aids prepared commercially. Apparently some extension workers have more than one source of visual aids. The limited use of motion picture film as a visual aid may be partially eXplained by the small number of extension workers who have access to the use of a movie camera. Only 16.2 per cent of the group had access to a movie camera; 80.0 per cent had 35 m.. cameras owned by the Extension Service,for taking slide pictures. Equipment for making other visual aids was not determined by this questionnaire. If such data had been accumulated, some conclusions could have been drawn as to why specific visuals were used. Few reSpondents (only 9.3 per cent) reported the use of an evaluation sheet to obtain listener Opinion of the programs. Printed publications or mimeographed materials are prepared each time by 22.0 per cent of the reapondents, and occasionally by 5h.9 per cent; 23.1 per cent never -h7- prepare special give-away material for the television audience. However, sixty-five of seventy respondents, or 92.8 per cent, sent material to listeners upon request. Requests for the material varied from ten requests to more than three thousand for specific publications offered on the programs. Extension workers apparently use several methods of publicizing their television programs. Only 11.1 per cent of the ninety respondents did not publicize their program. The most pOpular methods of program promotion are television and the press. Newsletters published periodically, circular letters, radio, and other methods were used, in that order. The comparative use of each method is given in table VII. Before starting television programming, a plan might be formulated by extension workers including the objectives of the program. Fifty respondents reported a plan, or 6A.l per cent of those answering the question; 35.9 per cent reported no plan preceding the start of the television program. Few respondents gave any specific objectives for the program. Those who did, claimed their objectives to be: to teach, to bring extension work to the public, and to reach those who cannot go to meetings. it is not known whether few extension workers formulate a plan with their objectives for television programming, or whether they failed to answer the question for some other reason. -pg- Extension workers often have an advisory group called an executive committee, council, or extension committee, who determine the policies and programs of the Extension Service. Only one out of seventy-seven respondents report action taken by their advisory committees in setting up a policy on the amount of time the ajent can use in preparing television shows. This one individual was a county agricultural agent and he did not give the policy agreed upon. The data do not appear to justify the drawing of more conclusions. However, if the questionnaire could have been sent to the same group of extension workers a year or two later, some trends might have been noted. The Use of the Questionnaire in This Study The television questionnaire fulfilled the purposes for which it was prepared. Its functions of learning the program practices and procedures of extension agents who have participated in television will be utilized in the chapters that follow. It will be used as a guide and as supporting evidence in the many considerations of planning and preparing the series of television programs. The attitudes of extension personnel toward the use of the television medium as a method of disseminating extension information are listed in the appendix of this thesis. These comments and attitudes were given by extension personnel who completed the questionnaire. CHAPTER IV PLAKHIHG THE SERIES CF.TELEVISICK PROGRAFS Although extension leaders and educators extoll the advantages of using television, and proclaim a new era in mass education, the decision to use the television medium rests with the county extension worker. He must approach television with a determined curiosity to investigate its potentialities and its weaknesses. Only then can the extension worker evaluate the use of television in disseminating extension information. The extension agent who wants to investigate television's potential or who contemplates the use of television will find that planning a series of programs requires careful, thorough, and thouflhtful consideration of what the viewer wants from television programming. Kore- over, it requires the establishment of program objectives or goals, as well as some knowledge of the viewer or the viewing audience --- such as likes, dislikes, needs, inter- ests---, under which the series can be presented and later evaluated. The agent must give considerable thought, ex- ploration, and glanning to time and length of proposed programs, to program frequency, to participants, to station facilities, to station personnel and their cooperation, to program budget, and to sponsorship. -50- The extension agent must weigh these primary considera- tions in the light of the over-all county extension program. He must determine how television can best be used to supple- ment and accomplish the various phases of the county extension program in view of the time required to televise adequately. Only the extension agent can determine the value of this medium in terms of his own work, the audience he reaches, and the contribution it makes to the county extension program. His first responsibility is to the rural families of his county. Therefore, he needs to know what this group wants to see and hear, to set up objectives to meet desires, and to determine whether television can do the job. The television committee1 of the Connecticut Exten- sion Service points out that television requires careful planning and organization, and further contends that_to present a good television show requires a great deal of time. They suggest that planning, preparing the script, and rehearsal take from seven to eight hours, with an additional forty-five minutes for studio rehearsal for each fifteen minutes of air time.2 Tonkin and Skelsey, co-authors 1The Connecticut Extension Television Committee includes eight men and women who prepared "TV Tips for Extensioners." 2Extension Television Committee, TV Tips for Ex- tensioners, Extension Service, College of _Agriculture, Univer81ty of Connecticut, Storrs, October 1952, p. 20. -51- of "Television for You," agree that the first few pro- grams prepared by an agent naturally take much more time than do subsequent programs as a routine is established.3 What Farm Families Sent Farm families want much the same television fare as other viewers do, according to Ward. He points out that good, clean, entertainment - comedy, 1“ farm families want Sports, and news. Secondly, they want demonstrations of how to improve farm and home practices.‘t Station WKYQTV, Oklahoma City, reported that a survey among farmers in its viewing area showed that 85 per cent of the farmers felt a farm program would be of value to them. Koreover, these farmers ranked farm shows as their favorite television fare, tOpping some other types of pro- grams, such as comedy shows, variety programs, western music, and dramatic shdws. Sixty-five per cent of the television-viewing farmers in the WHY-TV area rated market information as the type of information they most wanted, with informal current agricultural events and general farm information following in close order.5 According to the 3;. D. Tonkin and A. F. Skelsey, Television For YOu, Ho. 55, United States Department of Agriculture, hashington, D. C., 1953, PP- 2-3- Award, 92. Cite, p. 288 5"How to Get the host Cut of Farm Radio and TV," Sponsor, December 29, 1952. “man-S7. fl -52- Iowa State College report, farmers want factual, helpful, agricultural information, specifically: Rew ideas about farming, farm business, and pro- duction efficiency. Good, practical demonstrations to help them learn to apply the information on their own farms. The particulars and results of field and agricul- tural events in their own or other localities. To hear prominent persons Prograzus presented by so:neone who understands their way of living and their problem Programs presented by someone who appeals to them visually as well as audially. To see what other farmers are doing. Entertainment with their programs. A greater at aphasis on marketing activities and reports. tore educational information on marketing processes and distribution of farm products. Follow-up visual material that relates to demonstra- tions or other material presented in TV programs.0 Extension has not only been interested in helping the farmer but equally interested in assisting the home- maker with her home problems. Actually, extension has e: phasized, and still emphasizes, in all its programs assistance to the whole family. w. T. ichllister and Louise hitco; b found in a survey of 610 hom emakers that only six 6 Connecticut Extension Committee, 92, cit., pp. B-A per cent of the homemakers interviewed preferred food and homemaking programs to all television programs. however, 42 per cent of those interviewed indicated an interest in this type of program. The homemakers interviewed were divided into two groups: those vith children under 18 years of age and those with children over 18. Both groups pre- ferred television programs about home furnishings, but child care and children's clothing rated higher among the home- makers with younger children than among those with older children. Food and nutrition, home management, gardening and landscaping, and clothing construction rated well with both groups.7 This limited research seems to indicate that the extension television prograa must include features of interest to the Various members of the farm family and must be integrated and presented so as to be not only of interest but of use to the whole rural family. Loreover, farmers appear to be interested in receiv- ing information that will be of immediate help in making decisions. Information including, reports of market prices and conditions, and programs that will help farmers to help themselves. The homemaker is equally interested in informa- tion that will help her accomplish her job within the family home. 7hcallister and Whitcomb, QR. cit., 11 PP' -514,— Program Objectives Extension television program objectives are based upon the desires and needs of the viewing audience, the integration Lf these needs into the over-all extension program, and the desire of extension personnel to fulfill tie educational obligatiozs of the Extension Service. The Extension Service in Illinois points out that the Specific need for television programs, and therefore objectives of extension television programs, are to: (l) ppeal to the city viewer in terms of his interests --- food, clothing, prices, and family living; (2) appeal to the farmer viewer in terms of his interests, with particu- lar emphasis on encouraging the farmer to produce a better product for his city customer; (3) to point out to both groups the need for continuing research to increase efficiency of food production and utilization and to improve family living.8 another objective of extension television program- ming is to help the farmer realize his place in a democracy. The realization of the dependence of the urban dweller upon his ability to produce the nation's food supply, and the urban consumer as a ready market for his production. lbreover, the extension television program must assume the objective of pointing out the interdependence of rural and 8Extension dditorial Cffice, 92° Ci ., Po 8 i in. l ; w" "—--'ra'a urban people and that farmers are consumers of manufactured products. Extension television programs are based on fact and are presented primarily for the education of the viewing audience. The objects of good teaching must become the objectives of good extension television programming. The objectives of a series of extension television programs then appear to be based upon educational functions of instruction, motivation, and the develOpment of attitudes, skills, and habits, according to Stanley Andrews, executive director of the Kational Project in Agricultural Communications.9 The objectives of extension television programs appear to be broader than informing and educating the farm family of new practices and develOpments in farm and home living. The objectives must deal also with improved rural- urban understanding and mutual interdependence within the democratic society. horeover, program objectives must be based upon recognized educational functions of changed human behavior. The Audience The potential audience for any single television program is dependent upon the number of sets in the area, or set saturation, the number of television channels 0 . , ’Telev1sion is for You, Instructor's hanual, National Project in_Kgricultural Communications, East Lansing, Michigan, p. 3. -50- competing for the audience, and the hour of the day the program is aired. Tonkin and Skelsey point out that the television audience will be made up largely of urban peOple because there are more city peOple than farm peOple. They warn, however, against underestimating the rural audience. Forty-six per cent of the rural peOple have television re- ceivers in their homes, and 18 per cent more plan to buy sets within a year.10 Illinois reported that in 1951 many farmers within an area up to seventy-five miles from Chicago owned tele- vision sets. Their random survey showed that 70 per cent of the farmers within a twenty-five mile radius of Chicago had television sets. In the area twenty-five to fifty miles from Chicago, 64 per cent of the farmers had television sets, whereas A7 per cent had television sets in the area fifty to seventy-five miles from Chicago. The Illinois survey further showed that many of the farmers without a set planned to buy one within a year.11 The television audience for any given program.will be a mixed audience of rural, urban, and suburban people of all ages. Speece, Skelsey, and Gapen point out that the audience may know little about extension work and the Extension loTonkin and Skelsey, pp. cit., p. a llExtension Editorial Office, 92. cit., p. 3 -57- Service's functions designed to assist them. ForeOVer, they point out the distractions and competition for atten- tion in the home, and that the audience is not particularly- eager to learn. Speece, Skelsey, and Gapen state that the most important factor in determining the type of audience is the time of day the program is aired.l2 Time of Day of the Program The dependence upon both sight and sound to convey the television message places a premium upon the considera- tion of when the program is aired. Programs designed to appeal to_particular groups, such as farmers, must be pre- sented when the farmer can take time to View the program. General farm television shows have the largest number of rural viewers during the noon hour, the farm breakfast hour, and the evening hours between seven and nine o'clock, accord- ing to Speece, Skelsey, and Gapen. They also point out that homemaker programs have the largest audiences during the afternoon. They claim, however, that a well-presented farm or homemaker television program will have an appreciable audience at any hour.13 Kore than one-half (53 per cent) of the farmers surveyed in the WKYeTV, Oklahoma City area, preferred view- ing farm television shows at noon, regardless of the day 12Speece, Skelsey, and Gapen, 9p. cit., p. A 13Speece, Skelsey, and Gapen, g2. ci ., pp. 4-5 of the week, while one out of four farmers preferred bunday to other days.1h Axinn at Delaware reported dunday as the most favorable day for farm television viewing, and noon to two in the afternoon as the best time during the day. He also pointed out that farmers in Delaware were equally favorable to a 12:h5 p.m. week-day program.15 Delaware homemakers preferred evening viewing hours, with afternoon viewing from one to three o'clock as second choice, according to hcAllister and Jhitcomb.16 Apparently, evening hours, Sunday afternoon, and the farm noon hour are the best times for farm family television programs. Network committments of local stations for evening hours appear, however, to limit local extension television programming at that time. The frequency of the pr0grams may determine to some extent the time of day available for extension television programs. Program Frequency Extension television programs have been presented daily, semi-weekly, weekly, and at other intervals. Daily, semi-weekly, and weekly programs have been largely in charge of the extension workers. Programs presented at longer lL’Sponsor,_(_2_p_. cit., p.5y 15Axinn, QR. cit., p. 8 16Lichllister and Whitcomb,lgp. ci ., p. h intervals, or less frequently, have been largely those of a station personality or farm director, on whose program extension workers appear as guests. Kinety-one extension agents who responded to the television questionnaire reported their appearance on television programs with station personnel. Twelve reported weekly appearances, ten appeared at monthly intervals, and sixty appeared at other intervals. These other intervals ranged from one appearance each two weeks to one appearance during the year. Thirteen extension agents reported participation in extension television programs. Six of the agents appeared once each week; two, at monthly intervals; and five, at other intervals. The program participation of these agents ranged from twice weekly to once each three months. No agents reported daily appearances on television programs although extension programs are presented daily. The "Party Line" program at Syracuse, new York, a regularly scheduled extension television program, is tele- cast daily honday through Friday, but each extension agent appears on the program about once each month. Extension agents in five counties in the Syracuse area COOperate in this program. A similar type of cooperation is given in the area surrounding San Francisco, California, where six counties participate in a weekly extension television pro— gram. These COOperative program arrangements seem to offer greater variety of participants, an Opportunity for extension "I_._-u_ -—.._ " "-‘——___ W We.“ -_ . .53. agents to take adequate time in preparation and rehearsal, and for participation of agents in the area of primary coverage. Program frequency and the length of the extension television .program may be interdependent. To build a large, stable viewing audience, to main- tain continuity, and to become proficient in the use of the television medium, extension workers should produce programs frequently. The frequency of television programming by any one agent or group of agents, appears to be dependent upon the over-all county extension program and the partici- pation of extension workers in adjoining counties. Through careful preplanning, programming of appeal- ing subject matter requiring limited Cash outlay, the use of State Extension Service and station assistance, and standardization and multiple use of visual aids, are essential with a limited budget for extension television programming. Furthermore, it appears that there is no correlation be- tween television program effectiveness and program production costs. Program Length Television time periods are usually divided into quarter-hour and half-hour programs. Actual air time may vary from thirteen minutes to fourteen minutes and thirty seconds for the quarter-hour program, depending upon time allowed for commercial announcements and for the station break. The half-hour program may have actual time on the 'V air from twenty-seven minutes to twenty—nine minutes and thirty seconds. Guest appearances may vary from less than five minutes to more than ten minutes. i The length of the extension television program depends upon the time made available by the station. Ket- work committments, local commercially sponsored programs, public service features, and the policy of the Extension Service relating to sponsorship of their program, has a bearing on the length of program time available to extension personnel. The time required for the programming of the format originally presented to the station by the Extension Service may determine the length of future programs. Popularity of the program in terms of number of viewers, program quality, and Extension Service - television station relations may also determine future broadcast time. Ninety-three extension agents in answer to the tele- vision questionnaire reported appearances on programs of less than fifteen minutes, of fifteen minutes, and of thirty minutes. One home demonstration agent reported an extension television program of forty-five minutes. Thirty- three agents reported the length of their television program as less than fifteen minutes, twenty-seven gave the length of the program as fifteen minutes, and thirty-two, as thirty minutes. The Optimum length of the extension television pro- gram is difficult to ascertain. Each agent or group of -52- agents contemplating television programming must evaluate the time periods in terms of program objectives, program content, program preparation, time available to the agent in terms of his other work, and the availability of station air tiffieo Station Facilities The facilities of the television station partially determine the format of the program series. The size and number of studios, the studio location, the number and size of sets, the number of cameras, and the facilities for showing film, slides, and Opaque materials have a direct bearing upon the use of production techniques and program variety. Each television station attempts to use its physical facilities as economically and efficiently as possible. Therefore, the facilities of each station vary widely. Television stations usually have from one to three studios of various sizes, and from one to several permanent sets. Studio size and set size dictate the number of different show areas that can be used in a single program and the size of the equipment that can be used. This may also deter- mine the number of cameras that can be used because of the need for camera movement. Studio location determines the tips of programs that can be televised, and especially the prOperties that can be used to oresent the program visually. The Erie -53- County, Eew York, Extension Service, for example, is limited in the use of larger animals, larfer plant material, and shrubbery, because the WEEN-TV studios are on the eighteenth floor of Hotel Statler in the center of the city of Vuffalo. The difficulty of getting this material to the studio and local fire ordinances limit the use of some desirable prOperties. On the other hand, station IVES-TV, at Syracuse, haw York, has its studios on the ground floor, and they are large enough to accommodate properties of nearly unlimited size. For low-budget educational progrars, Speece, Skelsey, and Gapen recommend a set of plain drapes or flats and a table, because such a set is flexible. The use of a kitchen set may be helpful but of little value for anything but food-preparation pro rams. These writers further 0 'V caution about the necessity of rov1 ing all the properties ’0' to make the special set appear normal.17 Extension personnel are concerned with the technical equipment of the station, which includes cameras, facilities for showing film, slides, and Opaque materials. Extension television program participants at WKTV, Utica, new York, have the use of only one television camera. Two cameras are used at the other stations in few York State where ex- tension oersonnel appear on television programs. At many stations, extension personnel can supplement their live 17 Speece, Skelsey, and Gapen, Cb. cit., p. 5 ... ' J“ n. -04- pro;razs with film and slides. Some variation in slide pro- jection equip ent is evident. At fiisT-TV, Rochester, New York, 3i x ha-inoh slides are used, while 2 x 2-inoh slides Can be used at the other television stations in Lew York State. Sixteen-millimeter film projection equipment is available at nearly all television stations, a few stations can use 35 mm. motion picture films. The fact that a television station has adequate technical equipment does not insure the extension television participant that this equipment will be available for presenting his program. The producer must know what pro- jection equipment and studio equipment (number of cameras, sets, props, and the like) may be used in producing the program. Later disappointment and misunderstanding can be avoided if the station facilities are known before program- 0 min; basins and if an attempt is made to determine the O L availability of technical equipment and physical facilities, well in advance of air time. This may also determine to a large extent the COOperation of the station personnel. Station COOperation The cooperation of station personnel is an important consideration. Furthermore, to produce a high-quality pro;ran, the coOperation of the director, studio crew, nd the program participants is essential during the -65- televising. The director of the pro;ram is responsible for the coordination of the techniCal crew and for the program when it goes on the air. The director, if c00perative, offers suggestions to the agricultural producer, assists with the planning of the program, and acquaints the producer with the sets, prOperties, and equipment available for program use. The director may assist further by advising the producer in the selection of program visual aids, in taking some reaponsibility for the production of the visual aids, and in the prepara- tion of the program script. he may also offer constructive criticism of the program after production. The director and the station may take the reaponsibility for the program schedule and may also act as a clearing house for requests for give-away material offered on the program. Other members of the station staff can cooperate as well. The promotion department can publicize the programs, or at least help the agricultural program producer to plan program promotion. The program director or program manager of the station, through his familiarity with the station's telecasting schedule, may be in a posi- tion to assist the producer in planning a series of programs and in scheduling the most desirable air time for the agricultural extension program. The station's art director can assist the producer in planning many of the program visual aids and at certain -65- times actually prepare some art work for the program. The station management in an attempt to provide programs of the highest quality may offer a television workshOp to the participants of an agricultural extension program. The workshOp gives extension personnel an opportunity to become better acquainted with the television medium and to learn the functions of the station staff and equipment. The staff at nIES-TV, Syracuse, has co;ducted two workshOps for all extension personnel appearing on their daily Extension Service television program. Future workshops have been requested by the agents and station staff. Lutual c00peration of the television station staff and the participants of the Extension Service television program appears to benefit both groups and to result in higher-quality programs and greater satisfaction by both groups. Program Budget Television programs produced by the Extension Service are often referred to as low-budget programs --- those that require little or no cash outlay by the Extension Service or the station. Few extension television programs are Sponsored commercially, as shown by the agents' answers to the television questionnaire. Fifteen of eighty-nine asents reported commercial sponsorship, two reported part- U time sponsorship, and seventy-two reported no commercial -97- sponsorship of the television program. Speece, Skelsey, and Gapen claim that the budget of the program, more than any other single factor, deter- mines what can be accomplished and the format that can be assume used. They further point out that the station ma‘ the preparation and cost of art work, the film footage, and other visual aids, thus reducing the costs to the Extension Service. They point out, also, that costs may be kept to a minimum by thorough preplanning; standardiza- tion of visual aids, especially with a standard Opening and closing; thorough rehearsal, but limited studio rehearsal; and the use of participants (talent) that requires no out- of-pocket expenditures. Various costs can be investigated during the planning stage of the program and extravagant, eXpensive ideas can be discarded.18 The budgets for various extension television pro- grams vary greatly. Frank Byrnes, agricultural editor at Ohio State University, reported that a fifteen—minute program, starting in October 1952 on three Chio television stations and continuing for thirteen weeks, cost a total of $h020.00, or an average of more than three hundred dollars for each weekly program. Known as CITYthRN EXTRA, the programs were presented at 12:30 p.m. each Sunday. 18Speece, Skelsey, and Gapen, 9p. ci ., pp. 7-8 r'. -os- Byrnes pointed out that the actual cos 3, exclusive of net- work charges and salaries, averaged one hundred twenty dollars a week for film stock, card stock, and filing expenses. Farm organizations assisted with the financing of the pro- grams, Byrnes stated.19 The expenditures for the television program in Ohio can be contrasted with the expense to the home economics department of the Oswego County Extension Service, Eew lrrk. Home demonstration agent Patricia Coolican reported at a meeting of the extension television participants in Syracuse in September 1954: ...that television program costs of the Cswego County Home Economics Extension Service for the year had been two hundred dollars. This amounted to about ten dollars for each fifteen-minute program. Dorothy Johnson, California, stated that for the thirty-minute weekly program, "Western Farm and Family," costs averaged two dollars and fifty cents for each performer each week.20 Apparently the difference in costs of the various programs may be partially explained by the expenses charged specifically to the television program and the amount assumed by the agency's annual Operating budget. Furthermore, the budget of a program series can be determined 19Frank Byrnes, "City-Farm Extra," Extension Service Review, 2h:7, July, 1953, o. 131. J. 20Dorothy Johnson, "Enthusiasm Lubricates the Program," Extension Service Review, 24:7, July 1953, p. 142. w ‘5‘. f1 -69- by the format used and by the special visual aids, includ- ing movie film, that are used. County Extension Services with limited budgets for television programs must make use of economical visuals and other low-cost production techniques for effective television programming. A Special budget for television has seldom been pro- vided for in the extension television program. Only two of seventy-seven agents who answered the question about special television budgets reported a Special television budget. Several agents, however, reported that assistance was provided by the County Extension Service, the State Extension Service, or the television station. The limited available budget may in extreme situations curtail county television participation to occasional appearances as a guest with a television farm director or station personality. Television Farm Directors and Station Personalities The appearance of extension personnel as guests on the television show of the farm director or other station personnel may be not only economical but the most satis— factory or the only way to make a television appearance. Eighty-six extension agents, through the television question- naire, reported that they had appeared on television shows with the station farm director, the public service director, or some other station personnel. Forty-eight agents reported television appearances with a station farm director, two -70- appeared with the public service director, and thirty-four with other station personnel. In the same questionnaire, thirteen agents reported appearances on extension television programs. Appearances of extension personnel as guests on television programs in charge of station personnel may offer further advantages, such as an opportunity to gain experience in the use of the television medium and in learning television techniques before appearing on an exten- sion program. They serve to put the participant at ease and to develop confidence, both assets in future television appearances. In some states the appearance of extension personnel is limited to the programs that are not commercially sponsored. Lany programs in charge of a member of the station staff, including the farm director, are commercially sponsored, and therefore the extension agent cannot appear. New York State has had such a policy for several yea s, but recently has shown a tendency toward liberalization of this policy. Stations vary in the amount of responsibility they take in the planning, preparation, and presentation of the program. Variation in station facilities, in station coOperation, audience, and programming policies make it essential for extension personnel to investigate the policies fully and to plan thoroughly the series before considering individual programs. -71- Only after program objectives have been determined and the foregoing considerations, including scheduled program time and frequency, have been thoroughly investi- gated, can a program schedule be developed and individual programs in the series planned. The mechanics of planning, preparing, and presenting the programs are discussed in the next chapter. . .. u. u u. e ‘1 o "-.l ... .. _,‘ "'An. CEAITER V REPARIJG THE 83313? LF TJLEVISICH PROGRAXS With the preliminary planning completed, the extension worker can begin to plan and prepare the individ- ual prOgrams in the series. The extension agent's job as the program producer, the content of the programs, formats, sources of information, participants, and their training, rehearsals, scripting, production problems, transitions, promotion of the programs, and program evaluation are all involved in the planning and preparation of the programs in a series. Careful planning and thorough preparation of the individual programs, and the thoughtful integration of these programs can result in an appealing and well presented series of television programs. The television program requires a producer. The logical person to assume these duties is the extension agent. he Extension Agent as 2 Producer The extension agent's background and training in agriculture or home economics, his numerous contacts with farm families, and his many sources of agricultural and homemaking information partially qualify him for the job esgmcducer. However, some experience and training in television production should precede his assumption of the job of program producer. v..-- -73- g When he investigates the duties of a producer he will realize the value of a working Knowledge of tele- vision production. Among the many duties of the producer are to serve as a liason person between the station, the other agents and participants of the programs, to schedule the programs for the year, and to develop the program.1 he producer specifically originates the idea for the prOgram or takes the program idea and works out the over- all treatment. He visualizes the production, the setting, the participants, and the points to emphasize. Loreover, the producer plans and chechs the visual aids for the program, and works with the director of the program to determine the most effective presentation. The many duties of a producer require a personality that enables him to handle people under tension; he should be a perfec- titnist, but practical; a showman; and have a capacity for detail.2 The director of the program at some television sta- tions may be in a position to assume some of the producer's responsibilities, thus elievina the extension agent of certain production problems. In regard to producing the factual pro;rams (such as lEllen Pennell, pomen on TV, Burgess Publishing CDHlpany, lnilll'leapOliS , (1591*) , p.720 ‘hoyland Bettinaer, Television Technigues, Harper and Brothers, New York, (191.7). 9. 120- a ..n1‘ -4 -74- the extension television program), Bettinger points out that the philosOphy back of the proyram, the psychology used in slanting it toward the audience, and the Showmanship that goes into the production are the most 'mportant considera— tions of the producer. He further states that,...."factual :mterial should be given an emotional basis, and the appeal should be made to the universal desire of health, wealth, and happiness...."3 Specifically, Bettinger believes that the producer's problem centers around hatters of selection and clarity bf presentation. He also points out that the audience should be given only the concentrated essence of the has J pening or information, eliminating that which distracts from the interesting and the important.1‘L Content of Programs The audience, the station facilities, and the like, are limiting factors in the content of the program. How— ever, alm st any tOpic can be adapted to television with an appropriate choice of subject matter or phase of a subject. The subject matter to be included should be timely, of interest to the audience, and affect the audience in some way, accordinr to Speece, Skelsey, and Gaoen. 3Bettinger, Loc. cit. hibid., p. 150 . ‘ Tney further indi cate that it should be clalle n in touch directly on a yroblem, and if possible furnish the solution to the problem.5 Tcrecver, these trit rs join out sin licity is the Rev to selectirn and treatment of subject matter. hey believe that it is sore desirable to develon one i *crt‘nt ids; than to develop a proerim P r‘f‘ (D d L L <: 0‘ (D ('1‘ O O (D b r p“. ( E H < (D H) C‘ i (I) L J O a. P. , 5 H r1. P ("f C+ .1 Cl 5 0’) Iro rams LhiCh have a sizahle vieminj audience nust consider carefully t‘:e gue sticn cf taste. .hat is accejta‘le to rur; l audiences may be offensive to urban vie ers. However, the above writers say tlat any kin Ex (7 F—b subject matter mav be presented in good taste by u m P.» :1 I ”l acceptable art york, era injs, cr ,ni~>ticn° 7 A story conference between the producer and cinwct-utttcr s;we islists, furnishes the producer :ith a tgude for tie sub ect- stts r content cf the protrag, Visualisation of the pro rsm, end the arrfinéement of the J 'WC 117 0' tline. Breece, :kelsey and 7: on wriht cut thit w J. - ,. W, _, w .' ‘ uoeece, cicels 7 all a. e' C . cit., p. L. CTv l1; , ,. 9 .r‘wu‘ ...o— -70- the specialist's point of view may not necessarily be the most attractive to the television audience. The producer must then orient the specialist to the demands of the television program content.8 Tonkin and Skelsey claim that each television pro- gram starts with an idea. The source of the idea may be the extension worker's plan of work, what he is recommend- ing, demonstrating, and talking about at meetings; farm visits; and problems, happenings, and accomplishments reported to him. They further recommend that the program idea be tested by four considerations: (1) Is the subject of direct interest to the viewing audience? (2) Can the subject's importance to the audience be clearly shown? (3) Is it timely in terms of current develOpments, research findings, local problems, or seasons of the year? (Q) Does it further extension work? Specifically, Tonkin and Skelsey recommend the choice of a subject according to the need of the audience, not for the ease of production, and that the treatment be in keeping with the family home situation.9 After the subject-matter boundaries have been set and the tOpic selected, the points that the television program are to make should be listed. These are the things that are calculated to produce the desired reactions from 81bid., p. 8 9Tonkin and Skelsey, 9p._cit., pp. 5-6. -77- the audience, the most important facts to be transmitted to the audience, or the conditions or phenomena peculiar to the subject. Concurrent with the listing of the points will be the visualization of the subject. Visualization is the picturing of the program in the mind of the producer, and may or may not develOp quickly or in a logical order. Tonkin and Skelsey recommend that the next step in develOping the program be the division of the program into its important steps. They point out that these steps usually coincide with something that is to be shown or some- thing that is to be done in the presentation of the program.10 Speece, Skelsey, and Gapen state that there is controversy among those who produce television programs as to which part of the script should be written first, visual or aural. They state further that a television script is seldom prepared with all the visual planning first or all the aural planning first. Subject matter used in the script will be accepted or rejected according to the test of its visual appropriateness, they say.11 The results of the United States Department of Agriculture's television project pointed toward getting the story outline first. This includes important steps of the program and factual information that is essential 101b1d., p. 6 llSpeece, Skelsey, and Gapen, gp. cit., p. 11. “ 'b 2 «q'n , . nu ..nuu‘c - , t- ' ’Q A ' l ‘ ... , . ..V“ . . ‘ u. ‘ "I an- n l u 'I .. .‘ u | -I . l .‘ - ‘. , n" . "A. ‘J . p i .‘> 'n. . “V .‘1 .v“ u ‘. . -.: . i o ‘ , .l , -'Q Q. _,-s.a~' -75- ,1 to the program. After the story has been planned, the visuals are fitted to the story and the words added for continuity. When the procedure was reversed, the visual planning taking precedence, a highly visualized program resulted. The television project's experiments showed that the contribution made by each visual was not always a positive one when the visual planning preceded the aural planning.12 The preceding method of planning the television program appears to be logical if the producer has all the necessary information or knows the important steps or procedure. It may be necessary for the producer to obtain this information before the program planning can proceed. Sources of Information Extension workers have many available sources of information. These include printed materials such as: extension bulletins, research reports, service letters, and publications from the state agricultural colleges and experiment stations, and from the United States Department of Agriculture. Subject-matter specialists, authorities in their fields, and local authorities are also available to the extension program producer as sources of subject- matter information, and offer the producer an Opportunity 12Ib1d. to check his information in terms of the latest research and development. Constant contacts :ith farmers and home- kers and the supervision of field trial: provide extension .I (Q a..‘ -O torhers with accurate and up-to-date iriormation usable on television. In-service raining in the subject-matter ds also has kept extension aorhers aware of chanies in '* b H. (I) H agriculture and home economics and provided them nith infor- nation to meet these changes. After the important ste s of the pro;ram have been checked for accuracy and the necessary information gatiered to prepare the script, the show format should be decided upon. Formats Preceding the scripting of the television program, a forget, or a method of doing the show, is selected. Speece, Skelsey, and Gapen discuss severe formats, including: variety, dramatic, documentary, illustrated news, interviews, and special events. They claim that the variety format is t p e most pOpular for agricultural television programs. It includes several segments or a mixture of several kinds of information woven into a sin;le prograg in an effort to arouse the interest of.a wide group of viewers. Each sequence centers around a single tOLiC With the variety coming through the variation of subjects. Speece, Skelsey, and Gapen warn that the effectiveness of such a program ‘1 .C '9 ends on Carefully planned transitions from one segnsnt n“ ’V ‘ hr v” ,p.‘ .w‘ . '0 t. . ‘v\. i“ .. w" . - Cu . 4. . l‘ a., n A u g ‘1 ‘5 -50.. to the other and on the continuity that ties the whole pro- gram into one production.13 The dramatic type of format has limited use in the field of agricultural television, according to the above writers. They point out that it has a great impact on the audience, that it is well adapted to television, but that the time and budget required for dramatic productions are limiting factors. They state that dramatic programs call for high-calibre talent, hours of rehearsal, and that the use of this format may be limited to agricultural college productions where some students of the drama may be avail- able as talent. Skits or a limited dramatic setting may be used as a background for demonstrations and the like.1h The documentary program depends upon factual content but may be either factual or fictional in its method of presentation. It develOps an idea through the presentation of actual facts and events, and may embrace a broad subject. Speece, Skelsey, and Gapen say that it has as much appeal as any other type of program, but warn that the time and effort required to prepare the documentary limits its use to programs of special occasions.15 Commenting on the illustrated news format, these -51- writers state that this format is exemplified by the news program. It is used frequently for market news reports, spot agricultural news, and to report processes and pro- cedures. They warn that this format may be the most diffi- cult to visualize because advance planning is sometimes impossible, and the information is seldom suitable for demonstration or action treatment. Visualization of the illustrated news program, they say, must be done with live objects, still pictures, flannelgraphs, and film clips that are on hand or easily available.lb The interview, the backbone of farm and home radio programs, should be used much less frequently in television, and only when it can be effectively visualized or if it is only a small part of the program. Speece, Skelsey, and Gapen warn of the importance of selecting talent for the interview, since this person's actions and reactions may be the only visual treatment of the program. They feel that carefully planned visuals to illustrate points, emphasize facts, and make transitions will add visual punch to the interview.17 Special events are not usually classified as a format type. Usually following the news type format, the out-of—studio presentation of the event is done either léIbid., p. 2h 17Ibid., p. 25 "=~ «t-v -82- by a direct telecast from the scene of the event or by film sequences that are narrated in the studio in news fashion. Speece, Skelsey, and Gapen point out that the event must have audience appeal, and may include interviews with officials and prominent peOple, as well as a report of the happenings at the event. The script for the special- event telecast must of necessity be rather loose because the progress of the event may not develon as intended.18 The method-demonstration is another format used for the presentation of farm and home information. Tonkin and Skelsey refer to the method-demonstration as close-up television, short, to the point, and stripped of all distraction. The importance of refining the demonstration to stress only the key or problem part is necessary for its successful use as a television format.19 Extension workers most commonly use the demonstra- tion format, according to the television questionnaire, while dramatic and forum-type formats are the least commonly used. hinety-three agents checked the formats used on the tele- vision programs on which they appeared. The various formats used by extension workers are compared in table IV. lalbid., pp. 27-28 19Tonkin and Skelsey, 92: cit., p. A -‘K¢ TE) BLE I V CCPPARISCN CF THE POPULARITY CF FORTaTS T”313D FCR FAR? AND Hera TELEVISION PRLGRALS (93 agents) ho. of agents Percentage of Formats reporting use of agents using each each format Demonstration 71 76-3 Interview 35 38.7 Illustrated talk 28 30.1 Film 15 16).]. Ftrum h 4.3 Dramatic 2 2.1 Combination of others #7 50.5 It appears that extension workers are using formats or methods that are most common to extension work and with uhich they are generally familiar. horeover, it indicates that extension workers are cautious about using methods, such as dramatic presentations, with which they have had little experience and which generally require a higher de- gree of production ability. The material to be presented, its adaptability to a particular format, and the ability of the producer to use the particular format as a vehicle for presenting the infornation in an effective way, as well as the participants available for the program, are important considerations in selecting a program format, and the eventual scripting of the program. Participants Program participants, often referred to as "talent," are selected carefully. Speece, Skelsey, and Gapen claim ““d-Q"“ ‘4‘ a.‘ -54- that there is no way of predetermining which individual will give the best performance. They suggest that talent for educational television be selected on the basis of subject-matter knowledge, experience in demonstrating, personality, sense of timing, and knowledge of the audience. They believe that authority is a basic need of television talent and the portrayal is difficult without technical know-how.20 Isrsonality includes such factors as enthusiasm, animation, poise, presence of mind, wit, and sincerity, and not necessarily physical attractiveness, according to Speece, Skelsey, and Gapen. They indicate a preference for the person with a strong personality. The talent's ability to memorize the broad outline of the program and the transitions is essential to the effective production of the program. The performers must execute the same action, in the same manner, and in the same sequence as they did in the rehearsal, these writers contend. Another consideration in the selection of talent is availability for rehearsals. Talent that cannot or will not meet the schedule of rehearsals should be replaced. Regardless of the apparent importance of a participant, each participant should be selected carefully. The producer must lean heavily on his knowledge of the program content, the talent's qualifications, and his experience. Speece, Skelsey, and ZOSpeece, Skelsey, and Gapen, 92- 923'» P° 9 m*_..‘ ~89- Gapen recommend the formation of a "talent pool" from which the producer can select qualified talent with some degree of confidence.21 The talent used by extension workers, and the fre- quency with which it is used, was given by eighty extension workers in the television questionnaire. Seven, or 6.8 per cent, reported no use of other participants on their television programs; fifty-two, or 05 per cent, of those reporting used other participants occasionally; and twenty- one, or 26.2 per cent, used participants every time. They reported that boys and girls are used most often as tele- vision talent, and participants other than farmers, home- makers, Specialists, and other extension agents, are least commonly used. The comparison of talent used by extension workers on television programs is shown in table V. TABLE V * CONPARISCU CF DIFfifiREdT GRCUFS CF TALEHT FEED BY EXTLNSION WCRKERS ON THEIR TELEVISICU PRCGRATS (80 agents reporting) ho. of agents Percentage of Talent classification reporting use total reporting Boys and girls #4 55.7 homemakers 34 h3.0 Other agents 33 hl.7 Farmers 32 h0.5 Specialists 24 30.3 Others 15 19.0 *Totals are higher than the number of agents reporting as some agents reported the use of several classes of talent. 21Ibid., p. 10 Training Television Participants After selecting the talent to be used in the pro— duction of the television program, the producer must prepare the person for his appearance before the camera. he must familiarize him with the techniques used in television, answer his questions about what to wear, if special makeup is needed, one signs, and the like. It may be advisable to have the prospective participant visit the studio, meet the director and the technical crew, observe this team in action, and ask queStions. This appears to be particularly important when someone is appearing for the first time. Tonkin and Skelsey report two questions that are often asked by talent new to television: "Ahat shall I wear?" and "Do I need special makeup?" They stress the importance of clothing appropriate for the job the talent is doing, and warn against the use of black or white 5 lo nes, since white reflects light and flares, while 0 C1" Cf ~lack and dark colors create "halos." Pale blue or grey is preferable to white for men's shirts. Grey flannels or soft tweeds are preferable to blaCk or blue serge suits for men. Grey and khaki-colored work clothes are also satisfactory for television. Skelsey and Tonkin recommend simply designed dresses in pastels tr good medium colors. Conservative designs and patterns in women's dresses and blouses and in men's neckties are preferable. Discretion should be used in the selection of jewelry; too much is in poor taste and it also reflects light.22 <2Tonkin and Skelsey, g3. cit., u. 9 -57- In addition to answering the questions of partici- pants, some simple but important techniques are explained, shown, and discussed. For instance, the television per— former's relation to the viewer must be an informal, personal relationship. Horeover, the performer never talks down to an audience and never appears hurried or worried. fictions must be deliberate, and only rapid enough so that the viewer can keep up with the movement. Hands should be Kept motionless when they are not being used to demonstrate or handle prOperties and visuals. Although the participant's eyes may wander occasionally, as in any conversation, participants must look at the camera as much as possible. The micrOphone picking up the sound portion of the telecast is usually suSpended above and in front of the participant. It is important that he keep his head up and Speak naturally and distinctly. If he must turn from the micrOphone to perform some Operation, the operator of the boom micrOphone must be cued to this movement unless talent refrains from speaking.23 The Connecticut extension television committee warns about the limited space that may be available for the presentation of the television program. The limited size of the television stage and the even more limited area of the camera shot require all the action to be planned and executed within a small area, they say. They further point 23Extension television committee, 9p. cit., p. o ..— .,A, ““.‘. -ES- out that when two or more persons are appearing before the camera at the same time, it is essential that they be close together, and that no more than two or three persons should be on stage at one time.2h The television camera may distort objects or it may lend emphasis to undesirable blemishes. The television performer will soon learn this characteristic of the camera. For example, the hands may appear extra large if the per- former gestures toward the camera. Therefore, the performer must keep his hands near his body, and should gesture only when necessary and then across, rather than toward, the camera. Hands can also get in the way when something is being demonstrated to the viewer. The experienced per- former shows the object to the camera and is careful not to obstruct its view.25 Equally important to giving the camera an unobstructed View of an object is to hold the object in one position long enough for the cameraman to get the picture, and steady enough for him to keep the object within the camera lens area. The object may be braced if necessary. Unlike the displaying of objects to a large group at a meeting, objects can be shown to the television camera at table-top level.2’o The limited amount of space available for the -go- presentation of the television program, and the limited amount of time given to the program, make it essential that everything be carefully organized and so arranged that it can be used easily and discarded after its use. The exten- sion television committee warns against cluttering the area with excess props and visuals, and recommends the use of trays and the like for ease in handling these objects. Clutter and extraneous objects not only cause difficulties in presenting the program, but are distracting to the view- ing audience.27 Tonkin and Skelsey concur in the importance of in- structing the participants of the program in the prOper techniques to use before the camera. However, they recommend that these things be done at the first rehearsal, including: the camera to look at, the matter of pace, handling visuals, talking with another person, and the like.26 Although television techniques are necessary to the presentation of a good program, it appears that instruction in these techniques should precede the first rehearsal of a pro ram, unless unlimited time is available for rehearsal. With the schedule followed by extension agents, the amount of time participants can devote to the program, and the facilities of the station, point to a limited time for rehear- sal, especially before the camera. Therefore, talent should 27Ibid., p. 15 28Tonkin and Skelsey, pp. cit., pp. 12-13 .d‘ 4-.." -90- be familiar with the plan of the proaram and the operation of the television crew as early as possible. This will allow for greater concentration by the talent on the presentation of the message, and less on the technical phases of television programming. If a number of participants are to be used at frequent intervals, it will pay the program producer to schedule a television workshOp in cooperation with the station personnel. Through a workshOp, participants can become acquainted with the techniques, space limitations, timing, cues, and the visual needs of the television medium. Although the producer may be primarily responsible for the entire production of the program, the ability of the individual participant and his taking responsibility for certain segments of the program will be helpful. The final selection of visual aids, however, rests with the program producer. Visual Aids With the tOpic selected, the points to be made determined, the important steps noted, the format selected, a story outline completed, and the participants selected, the job of visualizing, or selecting the visual aids, is undertaken. Visual aids include all properties, live materials, equipment, graphics, film, slides, and the like. Speece, Skelsey, and Gapen state that usually what is seen is more important than what is heard. They also feel that too many fin”. “a" r.‘ -91- producers rely on a radio script weakly supported with visuals. Thecfluioe of visual aids depends upon the budget, availability, good taste, the mood of the program, and the pace of the program, according to Speece, Skelsey, and Gapen.29 They warn against the use of visual aids that do not attract attention, create interest, make a contribution to the telling of the story, or clarify the audience's understanding. They recommend the use of simple visual aids for economy and clarity.30 The same authors add the following: visual aids should add motion to otherwise static material, add variety to the method of presentation, and cut production costs. To accomplish their purpose successfully, visual aids should be simple, clearly and quickly understood, easy to liaht, display, and manipulate, inexpensive to reproduce and dis- tribute, and transportable to and from the studio. Variety is as important in using visual aids on television as it is to any phase of television programming.31 Speece, Skelsey, and Gapen have listed several dis- play devices and several types of visual aids. The easel, an elementary display device, must be adjustable to different heights and widths, and be sturdy, and well-balanced. The 29Speece, Skelsey, and Gapen, Co. cit., p. ll-l2 301bid., p. 12 313. A. Speece, A. F. Skelsey, and K. h. Gapen, Visual Aids, a report on U.S.D.A.'s television research project, Radio and Television Service, Office of Information, United States Department of Agriculture, Washington, D.C., June 1951, pp. 2-h. .1W" 0-0 easel can be used alone on a set and Can be given Special li hting treatment if necessary. With a display map of the United States, a Specific state or locality can be used several times. Talent can use a drawing pencil, pointer, or othe means of pointing out events, activities, reports, and the like. The map may be an outline drawing, contour, or a three-dimensional model.32 Flannel or other cloth material stretched over a fairly heavy board to form a smooth surface is the simple construction of a flannelgraph. Cut-outs of pictures, drawings, lettering, and the like, backed with flannel, sandpaper, or velour are used to adhere to the flannel. The flannelgraph can be made in any size desired, but should be in the aspect ratio of four units wide to three units high. The appeal of the flannelgraph is in its suggestion of motion as things are placed on its surface for discussion.33 The magnetic board is similar to the flannelgraph, and works on the same general principle. The major dif- ference is that the board is made of metal and magnets are used on the objects to be placed on the board, or vice versa. The magnetic board allows for the use of heavier illustrations, and for a more dramatic presentation, since 32Ibid., p. 4 33Ibid., .Mmi“ an" objects can be pitched from a greater distance owing to the magnetic pull.3h A device consisting of two rollers, one at the tap and one at the bottom of a frame with an endless belt made of canvas, sign cloth, oilcloth, or other flexible material, turned by hand or by a motor, is known as an endless roll-up. This device is used specifically for dis- playing titles and credits, but also can be effectively used for several special effects.35 The Opaque projector, more frequently called a baloptican or balon, is a popular display device in many television stations. It can project title cards, graphs, charts, maps, pictures, and art work, directly into the camera pick-up tube. A common size of opaque projection materials is 3% x A inches.36 The overhead projector is similar to the opaque projector. The major difference is that the overhead projector transmits light through a transparency. The usual size of the transparency is 7 x 7 inches, but it can be adapted for use of 3% x 4-inch slides, 35 millimeter filmstrip, or 2 x 2-inch slides. The use of this machine and the other devices listed here will depend upon their availability at the station.37 341bid., p. 5 35Speece, Skelsey, and Gapen, II, gp. cit., p. a 36lbid., pp. 6-7 A.) "" Special title and credit devices are often used in television, not only for this purpose but for displaying other static material. Among these devices is the title drum, a wooden drum to which titles and credits can be attached, and which is turned by a crank or a motor. The animated book or album allows for the turning of pages off camera by means of pull cords or wires. The drop card also is used for titles and credits and for displaying pic- tures, small charts, and the like. The cards are punched, placed on guide wires, and drOpped one at a time into the camera focus.38 In addition to the many visual devices, Speece, Skelsey, and Gapen point out several types of visual aids that can be used in television program production. These include live objects and the actual material rather than a reproduction of it. Both animate and inanimate objects are included in this category. Usually a live object has more attention-catching and interest-holding quality than reproductions, and lends itself easily to demonstration and handling. The use of live objects gives intimacy and immediacy to the program and does not require the audience to make the transfer of information, as when a representa- tion is used. Some live objects cannot be used because of their size and weight, unsatisfactory color reproduction, or perishability. The cost of live objects may also be 38Ibid., p. 8 _Ww 0"” prohibitive to the performer.39 Film footage or film clips are often used to bridge time and Space, and to record events that may be difficult or impossible to duplicate in the studio. Such devices also help to change pace, to condense a short bit of infor- mation, or to give an illusion of motion, as in rear pro- jection. Other uses of film footage are to set the scene, orient the audience, and to establish the program's mood. All film footage must be either 1o or 35 mm. Motion picture film must be projected at 2A frames per second. This is regular sound motion picture film Speed. Film footage can be stored for later use, and when filed becomes an invalu- able source of program material. The biggest objection to film use on television is that it loses considerable quality when reproduced on television. Therefore, it is advisable to start with high-quality rims.“O Writing or drawing on camera is referred to as "live graphics." The blackboard and chalk, grease pencil and plastic, art pencil and neWSprint, and chalk and heavy art board are all "live graphics." The writing or drawing should be plain and simple, with ample margins and a minimum number of words. The advantage of live graphics is their convenience, availability, low cost, motion, and immediacy.hl 391bid., pp. 9-10 40ibid., pp. 10-11 hlIbid., p. 11 _,,,.. 4-we- -96- ”-..-1‘0“" The ferrier-graph, named for its originator, Joseph Ferrier, uses a string or cardboard tab to pull or move, and thus animate, a cut-out. One or more tabs can be used, and when pulled off camera the movement is effective on camera. The ferrier—graph is made in the ratio of four to three, as are all reproductions for television use. The advantages of this visual are its ease of construction, the many variations that can be adapted to its use, and the effect of motion. To have the maximum effect, the timing and handling before the camera are especially important. The action should be smooth and on cue.L+2 Transparencies are made from transparent sheets or film, and may be used with overhead projectors or as an overlay on a simple line drawins. Notes, drawings, and figures can be drawn on the plastic sheets during the pro- gram to add motion. Overlays or build-ups can be used, but care must be exercised in handling these because they reflect light and cause flashes into the camera tube.A3 Models and exhibits have a use in television where the live object is too large or nonportable, and where the live counterpart is not available. XOdels should be light, compact, and easy to transport. They should also be made to scale, be durable, and lifelike. Children's toys make ineXpensive and effective models. Break-a-way models to hzibid., pp. 11-13 43Ibid., on. 13-14 AA. -97- show the inside workings of the object are useful, but often eXpensive. Eodels have another use where the live object is perishable and where prOper Specimens are difficult to find.Mt Photographs, referred to as still pictures, are often used by extension personnel. Semi-matte pictures at least 8 x 10 inches, mounted on a rigid backing ll x lb inches, are preferred. All still pictures must meet all the requirements for good composition, contrast, and telling a story that their use for other purposes requires. Conven- ience, availability, and low cost are advantages aiven for the use of still pictures. They can be used on an easel, hung on the wall, or handled by the talent. The most effective way of using pictures is by having the talent or emcee handle the pictures as they are used. It simplifies the cueing system and the coordination preparations. It is also possible for the talent to point out specific things shown in the photograph when he is handling it.h5 Charts, maps, and graphs are available in large supplies but must be adapted to television. Existing maps, charts, and graphs have too many comparisons inade- quate margins, too small lettering, and too much detail. They must be simplified for television with large bold letters, a minimum number of words, and the material must h41bid., pp. 14-15 45Ibid., pp. 15-17 m ADO-a.“ be well centered. Charts can be made more interesting by visualization. Pictures, figures, cartoons, and the like may be substituted for lines and bars. Actual motion can be added to charts by usi-3 pull tabs or by covering the chart with strips of paper and removing the strips "on camera" as the material is discussed. These are sometimes referred to as "pull-charts" and "strip-tease" charts. Charts, maps, and graphs, must be rigid, durable, dull- finished, and easy to manipulate. The minimum size should be not less than 9 x 12 inches, and lettering no smaller than AZ-point. Live materials are strongly recommended over charts, maps, and graphs.46 Posters are another visual aid that can be used. Although having limited use, posters are quick and inex- pensive to make. The minimum size suggested is eleven by fourteen inches. They must have similar characteristics of make-up as charts, maps, and grep s. Posters and placards are used for background material, transitions, and for pre- senting steps in a tepic.47 Opaque projection materials have a limited use in farm and home television. Only occasionally will a picture, drawing, or chart, in a book or pamphlet be useful in the program. Its disadvantages are: lack of uniformity of size, 451pid., pp. 17-18 h7Ibid., po. 18-19 L ...-m." inadequate margins, small lettering, and unsatisfactory color definition.48 Two by two inch slides in either black and white or color may be used in television. Color slides may or may not reproduce as desired and therefore should be tested before they are used in the program. Slides must be in the aspect ratio of four units wide to three units high. Vertical slides cannot be used on television. Slides can be used as isolated visual aids or as a complete sequence within the program. Close-ups or medium close-ups of the subject are preferable to long shots, and as with other visual aids, slides must have ample margins, be centered, and reproduce with a fair degree of contrast. Slides are usually handled by the station techniCal crew, and their use is in the hands of the director.A9 A few stations cannot use 2 x 2-inch slides but can use slides 3% x 4 inches in size. Stations at Rochester, new York, use only slides of the larger size. densitized glass plates are used in making black and white slides 3% x h inches and 2 x 2 inches. Title and credit cards are often used to Open and close the television show. The card if used several times can be made interesting with careful planning. The cards L8Ibid ., p. 20 49Ib1d., pp. 20—21 ,. ...-any" ~100- should be no smaller than 9 x 12 inches and in the aspect ratio. Lettering must be bold and plain. Slides, film, and other visual aids may be used for titles and credits as well 0 as special cards.5 Special effects can be produced by the television system. These include; superimpositions, fades, dissolves, shading, and rear projection. Superimpositions are accomplished by giving a double exposure effect. Fades and dissolves are achieved at the control panel by the director of the program. The shading engineer can give the shading effects while rear projection can he used in some stations to give variety and flexibility in backgrounds economically.51 Although special effects may be interesting, and sometimes appear magical, caution should be used in using these special effects on a program that depends upon authenticity and realism. Speece, Skelsey, and Gapen have deveIOped s me guides for visual aids, based upon their eXperience with the television research project, as follows: Simplicity is essential. Simple ideas, simple construction, and simple operation all contribute to maximum effectiveness. fiction or the sug estion of motion increases ... 1.4 interest and attention. Realistic pictures are better than abstract. Four or five shades of grey are usually maximum. -101- Color reproLuces better as shades of grey than do shades of grey in the original. levement and use of visual aids should be deliberate and purposeful. Avoid all cluttered demonstrations by removing all objects that are not being used. Visual aids shpuld be neat, clear, and faithful to scale. Such visuals as charts, maps, and still pictures should be mounted with stiff backing. Allow ample nargins for all framed material. Tatte surfaces are more satisfactory than glossy. where printing is necessary, use bold, heavy lines and a mini um of words. Don't overuse any visual aid. Eecause of visual interest, the audio pace is slower for television than for radio. Cost and effectiveness of a visual aid are not necessarily related.52 Extension workers resort the use of a variety of visual aids and visual devices on their television programs. According to the television questionnaire, extension workers use actual or "live" materials most often. Charts, models, pictures, flannelgraph, slides, blackboard, film, and other visuals are used most frequently in that order. The nunber of visual aids used by extension workers averages were than four different types. The nu ber of events re- porting the use of different visual aids and the percentage of the grouo using a specific visual aid are shown in tableVI. 521bid., p. 26 MM! -102- TABLE VI CCIFARISCN CF USE EITEVSICK UCRIEjS FAKE CF 5330.310 VISUAL AID-3 A1:.) TITIL PERCEIIT.<‘;CE CF T1126 CIRCUIT IT: Iii-EC TIES VISUAL AID (9‘ agents reporting No. agents Per cent of the Visual aid reporting use group reporting its use Actual materials 7h 82.2 Charts 69 7o.b hodels 55 61.1 Pictures (photographs) 54 00.0 Flannelgraph to 51.1 Slides 39 #3.3 Blackboard 33 36.6 Film 2h . 2o.o Other A h.h It appears that extension agents use a variety of visual aids in the presentation of their television programs. Koreover, extension workers do not seem to select visual aids on the basis of cost or comparative effectiveness. Many extension workers have more than one source of visual aids. Through the television questionnaire 9o.h per cent of the agents furnished their own visual aids. Seventeen per cent reported the station as a source, and 3.h per cent had visual aids prepared commercially. In answer to questions about the availability of camera equipment for taking motion picture film and 35 mm. slides, 16.2 per cent of the eighty respondents reported having the use of a 16 mm. movie camera, while 50 per cent reported the availability of a 35 mm. camera suitable for taking slide pictures. -103- The availability of equipment for making certain visuals appears to be a determining factor in their use by extension workers on television. The specific visual aid or aids to be used on a program depends upon its availability, the contribution to the program, and its ease of use, as seen by the partici- pant and the producer of the program. hith the wide variety of visual aids and visual devices available to the tele- vision producer, it seems unecessary to have to present a show that is not well visualized. However, a well visualized show may not make the show appealing; some caution is necessary in selecting and using visuals to their greatest advantage. Cutlining the Program (Scripting) With an understanding of the visual aids and visual devices that are used in television, and with the prelimi- nary planning of the program completed, the extension worker can outline or write the script for the program. The amount of scripting or completeness of the script will depend upon the format selected. The demonstration format need have only the opening and the closing written, with visual and aural notations outlined for the rest of the program. The skit or semi-dramatic format requires a full script to be memorized by the participants. Variety for- mats present a variation of needs in scrijting, since the variety format may use a demonstration, a skit, and news features, with definite transitions made from one feature -104- 5‘1”“ or segment to the next. The transitions should be included in the script. The amount of experience the extension worker has had appearing on television may also determine how com- pletely the program is outlined or scripted. The logical steps in the program have been listed, and some thought has been siven to the visualization of these steps. The next logical step is to plan the Opening of the pregram. Tonkin and Skelsey point out the need for an interest-getter in the first sixty seconds of the progrrarcu53 The greater interest that is aroused at the beginning of the program the more the viewing audience will stay with the program. hareover, starting the program on a high note establishes a need for keeping the rest of the production on a par. Some programs have standard Openings and closings. These may be on film, a slide, or poster, and may include a musical introduction with a set announcement by the station announcer, or each program may be introduced as tend to differently. Standard Openings and closin identify the program for the viewer and to give the pro- gram continuity from one telecast to the next. Even with the standard Opening it is advisable to have an interest- getter at the beginning of the program. This may be a prep, visual aid or visual device, or it may be a situation, or stage business, that promotes the viewers' curiosity and 53Tonkin and Skelsey, Q2. cit., p. 8 interest. The Opening, of course, must have a connection with the program so that a transition can be made into the principal part of the program. The opening is the clue to the mood and the pace of the program, and therefore must give an accurate indica- tion of what is to follow. In writing or scripting the program, the page is divided by a line down through the center. On one side of this line the things to be shown, or the visual portion of the show, are written. In the other column the things to be said are written. The demonstration format may only outline the steps or things to be shown with a notation in the opposite column of points to be made orally. The dramatic format will require a rather complete script both visually and orally. It will include the dialogue and stage business to be performed by each actor. The illustrated report or illustrated news format can be com- pletely scripted and much of the script can be read, since the program will be done with the narrator "off camera." The two columns, visual - video, and oral - audio, should correspond on the page.5h When writing the script, the video column may be single-spaced while the audio column should be double spaced. Abbreviations may be used for giving the picture L desired. Abbreviations commonly used are: LS - long shot, 543peece, Skelsey, and Gapen, 92° £i£°' P' 12 -1cs- including practically all of the television set and usually used to establish a location or to orient the audience; ES - medium shot, covering the major parts of the talent and the area of the set in which they are appearing; CU - close-up, an area about equal to the head and shoulders of one performer; BC - big close-up, about the area of a person's face, used to point out close work in demonstrations, and for reaction shots in dramatic presentations.55 The video portion of the script may also include other direc— tions for getting from one shot to another or from one person to another. These terms include: dolly out - move the camera straight back for a shot of a larger area; dolly in - just the Opposite of dolly out, move the camera toward the action or person for a shot of a smaller area; pan - move the camera on the tripod head horizontally either left or right. Two other terms are often used to indicate the picture de- sired. These are; twp-ghgp - the picture to include an area only large enough to get two persons in the picture; a three-shot - the same as a two-shot but the picture So includes three persons instead of two. Scripting the demonstration format usually involves only an outline, according to Tonkin and Skelsey. They recommend using the list of steps made after the topic was selected and simply adding the action and notes of what is 55Ibid. 56Ibid., to he explained.57 Speece, Skelsey, and Gapen point out that mord-for-word scripts are seldom used for farm and home television programs. They recoamend that a complete script be used when subject matter is new to talent. These writers recommend that talent work toward a "rehearsed ad lib" performance, which means rehearsed for sequences of events and set phrasing for cueing and transition. Whether using an outline or word—for-word scripts, Speece, Skelsey, And Gapen point out that care should be exercised in the selection of words and phrases. Technical terms are best avoided, and should be thoroughly explained if used. ‘hey also recommend the reading of the script aloud, concentrat- - - . .. . (7' ing on sounds and meaning to determine necessary changes.5U Transitions The pro ram as develOped has several sequences or segments. To move from one sequence to the next a transi- tion is used. Transitions are seldom long but are important to the program in adding polish to the performance. If carefully produced, Speece, Skelsey, and Gapen claim that the transition will direct the message that follows. Transitions may be aural, visual, or both, and simplicity is preferable. Film, slides, photographs, or other visual aids may be used, or the emcee may handle the transition as 57Tonkin and Skelsey, 92' cit., p, 6 503peece, Skelsey, and Gapen, 92. Cl ., p. 13 ” -lO8- he introduces the next action. The transition may also be accomplished through the flexibility of the medium - fading to black and up from black, defocusing and refocus- ing, and dissolves.59 Rehearsals Speece, Skelsey, and Gapen point out that the rehear- sals, more than anything else, determine the quality of the program. They believe that adequate rehearsal is the only way of attaining coordination among the different performers, and that rehearsals yield dividends on the television screen.60 The first rehearsal, referred to as a walkthrough, or dry-run, gives the talent an opportunity to become acquainted with the action and sequence of events. The program weaknesses are spotted at this time, and the con- tent of the program can be reorganized or expanded. Talent appearing for the first time is given instructions in techniques to use before the camera, costumes, and the like. Cameras are not usually used during the dry-run, but the rehearsal should be held on a simulated set and con- fined to an area approximating that in which they must work before the camera. The first rehearsal should be held several days before the "air time" of the program, 59Ib1d., pp. 13-14 601b1d., p. is -109- and may be followed with a similar rehearsal in which the pr0perties are used.61 A dress rehearsal may be scheduled before "air time" and usually is held in the studio. Cameras may be used or not, depending upon the station time and facilities. This rehearsal includes the complete run-through of the program as it is to be "aired." The director determines his camera positions, camera to use, and the lens needed to get the desired picture. The producer's work then is to evaluate the program as the director takes over the program and puts the show on the air.62 Speece, Skelsey, and Gapen state that a majority of the local television programs do not receive a camera rehearsal, but that it is important for the director and technical crew to have an adequate rehearsal to develOp teamworkfi3 Tonkin and Skelsey recommend thorough rehearsing, and advise that it is a good time to point out techniques which the talent should use. Among these are: to look at the camera, not avoid it; to look at the emcee or other person in an interview type of program; prOper program pace; EMOper handling of visuals before the Camera; to be aware of 63Tonkin and Skelsey, £2. Cito, PP- 12'13 a” ~110- the camera that is "live," and cues to be given.b# The producer is in charge of the program until it is to he aired. He has been responsible for the content of the program, selecting a format, talent, visuals, training talent, scripting the program, and the rehearsals. how he must assume the job of evaluating the program, point- ing out to the participants the strong and weak points of the program, and if directional material was offered on the program, he must see that requests for the material are answered promptly. He must return the visuals and prOperties to the prOper place after the program. He may also find this a good time to discuss, with the director of the program, the next show to be produced including particular production problems that may be encountered. Although the show has been presented, the job of the program producer continues until all of the details are completed. Production Problems The producer is often confronted with problems that he must solve before the program can be "aired." Lany of these can be explained to the other extension workers and talent during the rehearsals, while training talent, and in the story conference if one is held. Among the problems the producer has are; staging, costumes, timing, cues, and 6hSpeece, Skelsey, Gapen, II, gp. cit., pp. 23-2h -111- the selection and procuring of prOperties and other visual aids. Staging of the program refers to the sets, scenery, and prOperties that go to make up the background for the show. Speece, Skelsey and Gapen point out that sets for farm and home television shows are usually small and simple, permitting a number of close-ups and the use of some back- ground detail. They believe that prOper contrast is a major concern, that sharp contrasts are effective, a plain back- ground can absorb patterned props and costumes, and that fine detail in scenery is lost. Simplicity is desirable, they say, although large areas of unbroken uniform color should be avoided.65 Costuming, although seldom a major item in a farm and home television program, does present some problems for the producer. Costumes can do much to add authenticity to the program and can give it an added touch of profes- sionalism. The Connecticut television committee points out that the television camera makes one look heavier and older. They recommend clothing that gives a slenderizing effect. Color and patterns of clothes are equally important; they recommend the use of medium shades and caution against wear- ing black or white. fomen should avoid shiny earrings and pins, and should be conservative in their use of jewelry, 65Ibid., p. 2h -ll2- according to the television committee.Cb Tonkin and Skelsey advise costumes that are suited to the program situation, including work clothes when apprOpriate.O7 Two kinds of cues are important in television program- ‘ ting, according to Speece, Skelsey, and Gapen. Time cues to are usually given performers by the floor director, and may be given at intervals convenient to the performer. dome performers may request cues at the mid-point of the program, with other time cues given each minute from ive minutes to thirty seconds remaining. These time cues for the talent are necessary, according to Speece, Skelsey, and Gapen, to complete the program in the allotted time. Time cues are also indicated on the script. These include the allotted time for each sequence, transition, the opening and closing. Yflth these cues the producer is able to adequately plan his program for the time allowed. Time cues of this type are checked thoroughly at the time of rehearsals, as well as the timing of the whole program.68 Tonkin and Skelsey illustrate fourteen different cues that may be Given to television talent. hese include; 09 standb sneedun cut stretch and the like. Cues of 9 .. _ i D ! 00The Television Committee, 93. cit., pp. 7-8 67m | ‘ 1'" . ‘nw ' 0 ronkin and skelsey, pp. cit., p. , 68m D “d eece, skelsey, and Gapen, £2. cit., pp. lh-lS 40 , w . a C/Tonkin and ak lsey, £2, Cit., pp. 15_19 -113- this kind are seldom used if the rehearsal is adequate, but presents a problem to the producer if the talent is not familiar with them, and their use is required. As pointed out previously, the producer is in charge of the program from the time the topic is selected until the program is to be "aired." he plans each segment in relation to the whole program and attempts to or (12 sent the prografi with as much Showmanship and polish as possible. Tonkin and Skelsey point out that showsanship is a pleasant, friendly manner, a smooth, unhurried performance, with entertainment values in the program.70 Television requires careful planning and execution. Tonkin and Skelsey warn of the importance of not overlooking any small detail and that all preperties, materials, and equipment, including visual aids, should be assembled,71 and also checked to insure proper functioning when used.72 Give-away Printed laterial Printed or mimeographed publications may be offered during the farm and home television program. According to the Department of Extension Teaching and Information at Cornell University, offering a publication serves several 7OIbid., p. 9 7lIbid., p. e 721bid., p. 13 -llh- purposes. It gives the viewers additional information, and it gives the station an indication of the interest of their viewers in the things presented. The department recommends the giving of leaflets, bulletins, and the like, whenever the publication fits in with the subject of the program.73 Viewer requests for publications vary greatly be ween stations and between subject-matter fields. There is usually a heavier demand for directions and recipes than for other publications. It also appears that the excellence of program production has little to do with the response for the give-away printed material. fihen publications are offered to viewers, requests must be filled quickly and adquately. This is especially true for directions given with a program on the uses of short seasonal commodities, such as strawberries or pickles. Both have a relatively short season, and to be of value in the current year, printed material must be mailed upon receipt of the request. Program Promotion Program promotion involves the use of several methods of publicizing the program with the object of building a large viewing audience for the program. Program promotion 733peakins of Television for C unty Extension grants, Pepartment of Extension Teaching and Information, Corne T . ‘ . o r-v university, Ithaca, April, 1993. p. 13 ~115- may also he slanted toward increasing a specific viewing audience, such as the farm family audience for the farm and home program. Television stations assume some responsibility for program promotion. This includes sending regular program schedules to local and area newspapers and magazines, featuring program schedules such as "TV Guide." Stations often furnish special releases about programs to radio and television editors of local daily newspapers, and occasion- ally, feature spot announcements about the program. Extension agents often supplement program promotion work of stations with news releases in local and area news- papers, by direct mail to membership lists, articles and program listings in organization newsletters, radio, and announcements at meetings. The relative importance of these various methods of program promotion is shown by the respondents to the television questionnaire as set forth in table VII. It will he noted that television and the press are the methods most frequently used to promote or publicize the farm and home television program. It should also be pointed out that 10 per cent of the agent respondents to the questionnaire indicated no promotion of their pro- ET 8.31. -llb- TAVLE VII COLPARI?ON CF :rrnoos CF racfiai; ago CTICN usjn s EXT LEICN snares Method of No. of workers Ear cent of publicizing, using the method workers Television 50 53.2 Press 50 53.2 Newsletter 37 39.3 Circular letters 34 3o.l Radio 27 28.7 Cther 12 12.7 Promotion of the farm and home television program may be more important and more necessary than with some other types of programs. Based on fact, with primary in- tent to inform and educate the audience rather than to entertain the viewer, the program finds some viewing re- sistance. This resistance to View the farm and home program may be further increased by the subject—matter boundaries within which the program evolves. It appears that the promotion of farm and home television programs is essential to continuous growth in the size of viewing audience. Furthermore, the publicity used must interpret program values to rural and urban residents alike. Although promotional activities are valuable in interesting new program viewers and in remind- ing present viewers, only the television program -- its content and method of presentation -- can keep the viewing audience. -117- Proaram Evaluation Television programs can be evaluated in several different ways and with various criteria. The producer of the program evaluates the prOgram from the time the tOpic is selected until the program has been "aired." he evaluates the various segments, the talent, the produc- tion techniques, and attempts to present the maximum impact of the audience. When the progran is "aired" he re-evaluates these things, determining the strong and weak points of the program as a guide to further programs. Only through this method can the programs continue to improve and increase audience interest. The evaluation by the producer can be a help to the talent in future programs. The program director evaluates the program in terms of the facilities he has to use, the perfection of his technical crew, a professional presentation, and in terms of the station's responsibility to its viewing audience. hembers of the station staff -- manager, program director, and the like -- evaluate the program in terms of the viewing audience and its place in the over-all station program schedule. They are acutely aware of the size of audience viewing each program, the viewing audience for com- peting programs on other channels, and the reports and ratings received from audience-research organizations to which the station subscribes. Station management is concerned with the size of audience for the program preceding a Specific show, the audience for the program following a specific show, -118- and the relation of the gain or loss in audience. An in- crease in audience, or at least the maintenance of the audience, is almost essential. The Connecticut television committee points out other ways of evaluating the program based upon its effectiveness and interest to viewers. They name cive-aways, questionnaires to owners of television sets, and contests, as methods of getting audience reaction and thus evaluation.71+ A sample program evaluation sheet is shown on page 3C0. Sixty-seven extension workers used no evaluation sheet in obtaining listener opinion, while seven did use an evaluation sheet, according to the results of the television questionnaire. Cne extension norKer depends upon a station survey for audience Opinion. It appears that few extension workers use an evaluation sheet for audience reaction to the farm and home television program. Some extension workers may depend heavily on the requests from the audience to xive them audience reaction to the program. Although the preceding method of preparing a tale- vision program is desirable, circumstances may not allow for as thorough planning, preparation, and rehearsing as indicated here. ninety-two extension norkers reported, through the television questionnaire, things they did in preparing for a television propram. hearly all, 89.1 per cent, 7hThe television committee, gp. Ci ., o. 23 -119- of the respondents decided upon the tOpic and program content, while only 13 per cent had a camera rehearsal before the pIOEram was "aired." Tie frequency with which extension workers did other things in preparation for a television program varied between these t .o, as shown in table VIII. - Tn.WL VIII COZPARISCN tF THE JOBS DCZE VY‘ExTEIEICS TEREERS IL;- JL'HJIJHLG A Ta‘lEVIBICh' $9003... (92 reported) No. of agents Ier cent of the Jobs doinE each job total doing each job Decide upon tOpic and 82 ' 89.1 progran content Determine visual aids 72 78.2 select program participants 57 62.0 Cutline the program 57 62.0 Have a dry rehearsal Ah h7.8 Conference with station's hl hh.5 director Prepare special material to fill requests of the 35 38.0 audience Prepare publicity for the 29 31.5 show Script the program completely 23 25.0 Camera rehearsal 12 13.0 Cther 5 5.4 Evaluation of programs by the extension agent pro- ducer has beneficial results in program production and in keeping the program a vital, interesting experience for the Viewer. Evaluation tends to keep the program from getting into a rut, a sameness, week after week. Furthermore, the evaluation of the farm and home talevision prog ran in terms of the viewing audience and its needs results in programs geared to the needs of the audience and that appeal to the viewer. pithout audience research and a realization of what the audience wants and needs, and audience make—up, the farm and home television program cannot possibly compete with commercial television programs for the viewer's time. Constant evaluation of program content, production techniques, audience research, program promotion, commercial program methods, and the like, is essential to the improvement of farm and home television programs, and to larger audiences for these pIC-{Jr 8.3180 I: a 1* fijfi'fit‘ CLA‘LSJ» ...—'JL< VI THIRTEEN WEEKL‘ TELEVISION IRCGRATS The final phase of the research problem is the preparation of a series of thirteen television program scripts. Each program is planned to be twenty-nine minutes and thirty seconds in length, and to contribute to the series title, "Let's Go Visiting." The programs are prepared primarily for the farm family audience, but attempt to appeal to the general viewing audience, too. Realizing the amount of time it would take to prepare and present each program, it was felt that all extension workers in the county should participate in the planning and presentation of the programs. The combined efforts of all extension workers with major interests in providing information to farmers, homemakers, and youth, tend to balance the program to meet the needs of the whole farm family. Features are included each time, designed to appeal to the audience viewing at 12:30 p.m. on Saturday. A standard Opening and closing give continuity to the series of programs. Furthermore, the standard Opening lends identity to the program series, assures the viewer that the program is presented.by the Extension Service, and gives the viewer the illusion of visiting people within the county. Each program includes weather reports agricultural xarket reports, area farm and home news, and one or more -l22- farm and home features. The weather reports include immediate weather infor- mation as well as the weather outlook for approximately one week in advance. The weather forecasts are given with the use of an outline map of the United States, and a map of the State. Appropriate artwork cut-outs of weather condi- tions -- such as sunny, partly cloudy, rain, snow -- are used with the prOper day of the week, to lend variety to the presentation. The cattle, hog, egg, and grain market reports are given each week. The reports include total receipts, the salable numbers or amounts, the tOp price paid to producers, the lowest prices paid, and the price at which the bulk of the commodity was sold. If possible, the market reports include the Chicago market and local markets, or at least an indication of the differences between these markets, and the price outlook for the week ahead. a blackboard with the list of commodities to be reported can be used, with the prices filled in as reported and shown by the close-up camera. Although requiring more time in prepara- tion, variety can be added by preparing flip cards before the program, giving the prices paid, and the like, and hav- ing these prices superimposed over a cut-out reproduction of the commodity being reported. Farm and home news events are an important part of each week's program. The news reports include information about agricultural even s, awards, new research, meetings, and, occasionally, interpretation of state and national legislation as it affects the farm and urban family. The weekly presentation of the weather, market reports, and local farm and home news, is in keeping with the requests of farm faailies for this type of information. Furthermore, these features are presented at approximately the same time in each program, weather reports at the begin- ning of the program and the market reports and farm and home news at the end of the program. The Extension Service program is planned for farmers, homemakers, and rural youth. Therefore, a television pro- gram presented by th dxtension Service personnel would logically include features for each member of the family. EEather reports, market reports, and improvaifarm_practice features may effect the whole family, but are of primary interest to the farmer. Likewise, features about food and nutrition, home furnishings, and child care are of primary interest to the homemaker. Recreation features, youth activities, and farm and home practices that can be used in their A—H club work find particular interest among farm YOUth. To provide a suitable way of presenting information to these various audience groups, the variety format is Used, It provides for the use of several different features to be easily tied toaether for the complete program. The Variety format also allows for respective extension workers to Prepare and present various features of the program, thus asSUming part of the Extension Service program load. The -1214'- multiple segments included in the variety format are tied together with a standard transition of film and a musical bridge as well as by the use of one agent who acts as the guide or master of ceremonies. Altho ah the variety format is used, demonstrations, discussion, illustrated reports, film features, interviews, and dramatic situations are used for the various segments or features of the programs. Information and program variety are gained through the use of this format. The information featured in the television series is similar to the information provided by the Ex snsion Service in its normal program. The information about farm and home practices, Special agricultural events, and the like, are common to extension work. Discussions and infor- mation about public affairs, personal needs of individuals, and problems of mutual interest to farmers and urban people are also stressed in the county Extension Service program. Although Extension Service personnel cannot take part in Cohtroversial subjects with political implications, they Can arrange for discussion of these questions and schedule authorities to present both sides of the question. Problems of real estate assessment and taxation, agricultural policy, and the like, are exasples of the ype of controversial information that must be treated with care. Timeliness of the television program and the informa- tilln presented appears to be important. The programs in thiLS series attempt to treat information that is timely during the three months of July, Auéust, and September. some of the programs are equally usable at other times of the year or may be repeated through a different format and with a revision of the material to be presented. As pointed out earlier in this study, one of the prihsry functions of the farm and home television program is to perform a public relations service to rural and urban peOple, leading to s e;:ter mutual understanding by both groups. It is not the object of these programs to present OJ the farming in us try as being above reproach, to attempt to interest people in becoming far: er , nor to justify policy programs that appear to favor farmers at the expense of urban dwellers. Rather it is the object of these pro- grams to present information usable by all members of the rural family, and to present the agricultural ind ustry as it is so that urban dwellers can get a clear picture of farm life, far; probleas, and develOp an understanding of fa ing and far;n people. horeover, it is the object of these programs to point up the need for farmers to produce a better product for the city consumer, and to point out to both groups the need for mutual understanding and appreciation. As previously noted, farm farzilie s want television PrOErams of factual, helpful, farm and home information, including: marketing activities and reports, new ideas that increase efficiency on the farr and in the hos a Practical presentation that till allow then to interpret t918 infor;n “ti on to their own use, to see what other farmers and hem makers are doing, and to receive follow-up material that relates to the information given by television. Loreover, farm families want to see and hear about farm and home events in their own localities, to have the tele- vision programs presented by someone who appeals to them visually, and who understands their way of living and their problems. The writer has attempted to fulfill the prograt re- quests of the farm farily in the thirteen-week series, "Let's Go Visiting." The schedule of topics and features for thirteen weekly television programs, starting the first week in Jul and known as "Let's Go Visitina" is: ’ x.— Frogram Topics and gestures First heek 356 a. t he r Old Timer Food Demonstration Xusical Kunber - h-H club members Ekrm amiikme News harket Report Second Heek Heather Tractor Care Cool dunner Drinks Foultry Barbecues Earket Reports Farm and li‘ome hens Third heck Heather Real Estate Assessments and Taxes Larket Reports Farm and Home News Fourth Week Heather h-H Club Camp Freezing Fruits and Veretables Tractor Safety - Iational Farm Safety J Earket Reports Farm and Home News (D (D PT Fifth Week weather County Fair - exhibits contests h-H Club Fashion Show Farm and Home news Larket Reports Sixth Week heather Paints and fainting Exterior) Cld Timer Clothing - Back To School Clothes harket Reports Farm; and Home l-i'ews Seventh meek Weather Pole Barn Construction Sweet Corn Tips 4-H Club ZusiCal Iunbers iarket Reports Farm and Home News Eighth Week heather Life Insurance For Farwers Yarket Reports Farm and home hews ninth Week Life EA t h er Adequate Farm and Home Hiring and Fusing Adding Hours to Cut Flowers Back to School Lunches harket Reports Farm and Home hews Tenth Week Weather Starting the Home Lawn darvesting and iarketing Apples an Apple A Day.... harket Reports Farm and Home News Eleventh Meek 'fieather Grow Your Cwn Fish Home Safety In Another Morld Barket Reports Farm and Home Iew Twelfth Week Weather Prices Paid by Consumers versus Prices Received by farmers Fat Stock Show and bale harket Reports Farm and home News Thirteenth Week Weather Farmer - Hunter Relations Farm Fire Irevention Spot and Stain Removal iarket Reports Farm and Home hews The thirteen weekly scripts are included here. Individual Sequences within the programs have been fully scripted; video, audio, and action noted, in some instances. Sequences utilizing the demonstration format, panel discussion, and the resular features of weather, market reports, and farm and home news depending upon current information are outlined Only, Although the audio portion of the preprams is given, the dialogue can easily be changed to fit the person partici- Patlfla, to improve the program in rehearsal, or to take advantage of more current information. This series of programs is planned for presentation where studio facilities are adequate, where some assistance and rehearsal can be given by the station personnel, and in a county where extension personnel have an adequate amount of time for thorough planning, preparation, and rehearsal of the television program. where station facilities are ijnited, the number of features used in a specific program earl be reduced, with the features remaining enlarged to maintain the time limit of the program. The talent listed fits the features as planned in this; series. Lore talent can be used if desired. The suggxested sets and prOperties may be changed to fit the aVaifllability of sets and progerties at the television stati.on or that can be prepared, borrowed, or purchased by tile Extension Service. The thirteen progress in the series called, "Let's GO‘ViJsiting," follow: Program Scripts LET'S GO VISITIJG f l ohow IDate: First week in July 3}" ' ' ' ”a 'V A *0“ .Lime: boturoay, lcz30 p.m. TATE? ."1‘ * FE ll\,LlE‘3 We H Ql§t§:?I sxtension Agent A C ~leer Cld Timer 00]. L‘essert Home Demonstration h~d (3lub Agent -130- Fern and Home Sews 3 h-H Club girls Harket Reports FJIH Family- farmer dauphter “arket Reporter SEQUTVCES A'D PRCLERTIflS I. County Agent's Lffice - :rey drapes desk and chair easel, flannelgraph, and weather maps II. Old Timer - Cutdoor set Zailbox Woe hagazine Two kegs IIII. Family - Dining room set - window set Dining table and four chairs Dishes and Silver Television set IIV} Kitchen Demonstration - Tovable kitchen set Rollaway table 'VZ h-H Club Iusical lumber - Dark drapes Three chairs VET. Yarket Reporter - Same as I. LET'S CC VIS TIEG ; l Ting Audio fiILLTTLCCP TTEPE: Iring up fade down and under Duffler title slide ATE: Let's Go Visiting: Yes, join us as we go visiting with the county extension agents of County. First, we go to the office of the county spent, I i . solve to CU of aoent lkin5 on phone CU of Card Pan vyith agent to we a the r map CU of weather cut-outs CU 01' agent -131- your host for toi ;y’ s trip. 7T: Yes, John, that will be fine. he will plan on meetin5 at your fern on ___. I'll be over to work out the final details to3trrow Alright, I'll be see- inn ytu. Goodbye. (Locrs 1101 TC :33: TT 3 UP TO Ch 1'11 there. Come on in. You're going vis itin5 with me today? Fine, I'll be ready to leave in just a moment. Have to check a couple of notices about sorne meetings (LCLKS ovsa A cant 51111 11 11113. READS CARD) before \re leave, we better take a look at the eather forecast. (GIV1s 1:."3 .Jarrrn Fonsc1*sr - 1: 1111111 ATD 5 DAY CUTLOCK) (CC 1‘1 .33 UFCN 131 1111113 311 IF r133011 FCR IT) Cur first stop today will be at the Old Ti 1mers. have a couple of things I want to ask him about. You know, he's lived a lot longer than I have. Besides, he gives out with some pretty good advice. Laybe you have a question for Dissolve to Film Loop ssolve to Old Di Timer as agent enters 2 shot CU Cf ~ "1', («Id liner 2 Shot ~132- him, too. hell, let's get started. LUSICAL BRIDGE: AGT: hello there Cld Timer, how've you been? LLD TIZER: Ch hello, young feller. I'm not so good. Got a tetch of rheumatize. (HHITTLSS CN WOOD) Cot me pretty well bun5led up. Hot so spry as I used to be. You know, when I was your age, I worked from sun-up to sun-down without a let up, then I'd 50~ dancing half the ni5ht. Those were the good old days. Say, what new fan5led ideas you trying to peddle now? ACT: hothin5 particularly new. Just trying to keep farmers up to date and to try some things that make farming better and easier. OLD TIMER: You know, boy, I was just lookin5 over this magazine. Sure full of good advice. (COL- r1sas IT LITE CLD TILES AID GIVES SOLE CF 1* S RURJL I—‘h‘ NECK—TY) nCT: Thanks for your time. He'll —133- Agent moves out have to move along. Ee seeing yciu. Dissolve to Film LOOp LUSICAL ZRIDGE: Dissolve to family ACT: hello, Jr. and Lrs. . at dining room table - favor agent Thought I'd ston on way by and as he enters see how you're doing. How is the work coming ? FhTEER: I'm coming along pretty good. Got my haying done and all the cr0ps look pretty good. KLTZE': Won't you set down, 13. and have something to eat with us? CU of child eating CEILD: Better have some, Lr. It's real good. ACT: With a recommendation like thatlww can I refuse, and besides it sure looks good. 3 THEE: You know it's the first CU Cf dessert time I have had a chance to try it this way. I learned how to make this dessert at a meeting of our home demonstration unit. The a ent showed us how. chuse me while I go out to the kitchen to get you some ice cream pie. Dis ‘ o \-n 'V""1 --1--- - v """“V - t 8°}Ve from dining room (ooTrsR nnITd TC KITo uh) -134- r—J iCTHER: You know I really don't have any more made up, but it takes so little time to make and it's so easy, I doubt if they'll even miss me while I whip this up. Follow action (VOTED? DELODJTRATES HOW’TO KARE DECSETT) Dissolve to dining room ICTLZR ETTERS AU' HACKS FOOD as mother enters TO nGEHT) ACT: Did you have to make this up special, Yrs. ? ICTHIR: I didn't think you man would even notice that I was gone long enough for that. I thought when you got to talking farm busi- ness you lost all track of time. CU of Father FATHER: how it isn't that bad. How about you women when you get together? Besides we had a good chance to talk about some of the things I plan to do here on the farm this summer. I was asking about that farm pond I plan to build. He gave me some good ideas on how to do it. Also said that the Soil Conserva- tion District nen will came out and help lay it out. CU of child CU of agent CU of child Cover shot GU 01‘ Child -135- aGT: Say how is your h-H club garden growing? CHILD: Fine. I've got it pretty well weeded. Those needs sure keep me busy. By the way, do you know of anything that'll kill weeds easy? AGT: Sure . There are a lot of weed killers, but they kill he plants, too. I'm sorry to disappoint you but the hoe and '11 the 1rest bet. (.1. H cultivator are s CHILD: (Disappointed look) I was afraid you would say that. I'll be glad when they get sowething to kill weeds besides a hoe. nGT: Bi the way, you're going to the 4-H week talent contest the last of this month. Aren't you? CEILD: I hOpe so. Some of the members of our h-H club Hill be tak ng hart. AGT: Those are the Sisters, I bet. CHILD: That's right. They won the right to take part at the area contest. Te are real proud of Cut of focus and dissolve to Sisters doing musical number Dissolve back to dining room and refocus Dolly into TV set screen and slowly dissolve to market reporter DS%1Y back to cover “lot in dining room -136... them in our club. Lhen they won the talent contest they played and . I can practically hear them now. (‘1, l‘, T'fj ‘7'; y if," ,r‘n 7f" .«r‘f‘r T'j'l'fi'fy'j (\IRUL-l ILHIQ .1. r-‘ LU. Lair“? CJILE: , , are all members of our 4—H club and we'll be pulling for them to win the state talent contest. AGT: They should have a pretty good chance if I'm any judge.... .533: I don't want to interrupt you two, but it's just about time for the market reports and farm and home news on TV. Want to see what eggs are bringing and have been thinking about selling a calf or two if the market is right. How about watching it . AGT: Fine, I'd like to. (FATHER ZITLIS'TO TV SET) ‘ r 7'7"""N 1 F‘ITF‘IT)‘ '5'" r" t W: ‘-‘ ‘-D""“ ;I.J'3I‘|1LLJ l'l‘LJ. k—J.|_~.L I? UI fJ—IHJ : ‘fi‘il; 1.1T l. i J _ .:--rrrr7‘m ' ' nr' T‘s-"u: z-fi v we 1:21-- usibriilb ' nus) 1‘83: null HC‘L‘A‘: usage" '0) The market isn't anv too FATHER: high. Doubt if it will improve much. AGT: It's time I was leaving. have CU of agent Dissolve to Film Loop super title slide Suier Old Timer Slide ouoer Family Super n-H club musical group -137- to make some more stops today. Thanks a lot for the dessert. Ly friends and I enjoyed talking with you. He'll be seeing you. And it sure has been nice to have you travel with us todai. Tore you can make it a aln next 'ih: You have been visiting with your county extension agent. To- day you visited with the Old Timer, the family, and the h-h club musical group. Join us next week and siting with when Fl. 50 v he'll take you to a broiler barbecue, offer you a cool drink, and see a 4-H club boy take care of the farm tractor. LET'S Show Date: Second week in Show Time: Saturday, 12:3 FEATURE? file a t her h-H Tractor haintenance Cool Summer Drinks Iroiler Barbecue Larket Reports Farm and home hews T i-) '7“ “l"u‘T‘D ET DE) V1,) '4' v1- 3... 53 $3131) I'l (ll‘fi? I. County Agent's Of II. Tractor laintenan III. Cool Summer Drinks IV. Broiler Barbecue - V- Farket Reporter - -135- so vrsrmTm if LALQ“), July 0 p.m. TQLEKT County Extension Agent h-h Club Boy lother Ioultryman (cook) harket Reporter fice - Grey drapes Desk and chair Easel, flannelgraph, weather :ragis ce - Outdoor drop Tractor Grease gun Oil Tail Cloth Operator's manual - hilk Esss Chocolate Ice cream Liner Four glasses kitchen set Table Outdoor set or outdoor drop Grass _ Fireplace (outdoor) Broilers as I. 3 C3 I7": 8 er's no VISITIJC y 2 Video Audio FILM LCCP - Travelling -KTZE - Jusic that suggests travelling. dupe r Elise - "Let's Go sly: Let's To Visitins. Yes, join V4.5: ‘itiflQ" us as we so visiting mith the county Extension Agents of dounty. First he go to he office of the coui lty aeent, , your host for today's trip. Titsolve to Coiaty 5dT3 H 1 Ct e-on in ”ad Sit down agent's office for a morent. Te'll check the weather before we at rt out. Tlon we'll take a “iue out to CU - Still picture as0 how a h-Y club boy t NCBS c re Toy and trsctor of the farm tractor, cool drinks 3U - Cool drinks fuar ntoed to beat the hot ether, (Ticture) and to eat barbecued broilerd for lunch. he'll wind up with a look at the market situation and a digest of the farm and home 1151"VYS. Ian \ith arent to weather or let's tok a look at the map heather. (FCIJTzi CUT THE OVER- ALL .E'TflR FCR3343T) Do . . r, .l, , 3“ . ...,1 _ ll , _ illy iilto on of Sta te CIVn I . I.TE FLJJCA‘T 3C3 r:3 Dolly out to In of man and arent Dissolve to is of boy checkin: the farm tractor 9" CU Cperator's annual -th- h v 1 “a ‘7“" finxr To 7'31” .TM 1571 rvru’fi 'fi n .II‘J; JIJL AJAX. l‘Cf\._JC.fi.D- . ]. J;.~HJCI:JISJ r fi DAY: Comment on how to dress for the weather if stprOpriste. eedy? Let's get started. {I t) (D «4 r" (- H 'T ,K‘" ‘,T-' J 5* Q J D~. V [—4 I *4 L‘J EU‘ : ECY: Let's see, I’ve checked the water level, the fuel level — sure dez't run to run out of {as when I'm back in the field. to see how you'take care of your JOY: hello, Tr. , and hi ”QT: How's the tractor working? ROY: Fine, now the we follow the directions and five the tractor its regular lC hour maintenance service we have reduced our repair and Operating costs con- siderably. AGT: You have regular jobs to do after 10 hours of Operation. BCY: The oyerator's manual that comes with the tractor gives a list of hinge to do after 10 -lhl— hours of use, and at other times. I've checked the water and fuel levels. I mas just about to 13 - agent, boy and part service the air cleaner. of the tractor (ECY’ZLVES TO AIR CLEififil ATD SlnRTS TO PISfiSSEZFLE IT) ACT: Go right ahead , we'll Pan with boy dolly watch you. in to CU of boy working on air cleaner BOY: You know, the air cleaner is one of the most important parts of the tractor. (TALKS A3 EE ICRXS) All of the air that goes into the motor of the tractor passes through this cleaner. The f air cleaner as air cones in through the air ts are pointed out - intake (FCIETS CUT PASSAGE CF AIR) and large particles of dirt are filtered out by this screen. The air then passes down this yipe, through an oil bath, and up through the mesh inside this container. As the air and oil pass through the mesh, the oil and dirt drOp back into this cup at the bottom. The clean air passes through into the carburetor with the gasoline. (i; where it nixe m U -142- LS Agent and Boy n0 : Is there much dirt left in L-fi .J the Lil hath? BCY: hell, let's take a look. (genres TEES CIL BATE-f) This one of oil bath showing oil was cleaned just a short time see and doesn't seem to look very dirty. To make sure I dump it out, clean it with a cloth and refill it with clean oil of the same viscosity I'm using in the crankcase. (CLEAIS CUP & asFILLS) IBoy and Agent ART: Low much oil do you use to fill the cup? BCY: Actually the cup isn't fille to the top, there is a mark that shows the level that should be 13Cy'Replacing Cil maintained. p ACT: I'm sure that if other farm boys and farmers, too, took as good Cure of their farm machines as you do, they could save a lot of operating costs and have a better Operating tractor. BLY: Dad and I feel that the little extra time we snend in regularly checking our machinery pays ~143- dividends. Cf course, I haven't completed the service on this tractor yet; I have to grease it, heck the oil level, and a couple of other jobs. 50-: Go right ahead with your job, ano we'll match you. Boy picks up grease gun ELY: These newer tractors have and cloth and starts to grease tractor only a few points to grease. It'll only take a minute. sCT: I notice that you use the cloth to wipe off each grease fitting before you place the gun on it. ECY: That's to wipe off the grease CU Dirty grease fitting, and dirt that has accumulated taped off and grease gun put on there. That way we don't get the dirt into the bearings and cause fl more trouble. say, i d- sure is getting hot; how about coming into the house for something cool AGT: I could use one of those cold milk drinks that your mother makes. Do you suppose she will wind my bringing my guests along, too? BOY: NC! She'll be glad to have . . '.‘-. ‘V’V Ian with agent and boy and dis kitchen solve to th oy and agent enter empty kitchen Io her enters other room Pan as Homemaker to refrigerator from MOVES 1“ sCY} lom, oh non 4.; v A -03: “Ot’fit-dllo 433: ho CW them and probably will even show then how she helps us beet the heat. Come-on let's :0. d 0-. I bro ucht Tr. and some of his friends in for one of your specialities. IRS: Hello, Er. . You'll have to excuse the way I look, have to get the housework done. AGT: I hope you don't mind my bringing along a few friends today. sit down while I fix us a nice cool ilk drink. , get us some glasses, will you please? n0 n.nKJR lCVE 3 TC EFR-W ZRATCR 4_D Tskjs CUT yIlK, Eifis, AID CCLATS ”T‘TLHGISINLE.C” 3 TI?IE. 2Ler is on the tible, .- o -l HCIELAKER GELS PLWL FCR YIIEs. -L ‘5 \v p. C TU about some chocnlate egg-hog? ACT: That sounds swell to me. I ”:3: Really it's don't need it as you can see, but I know how delicious your chocolate egg-n g is. I'll have to get my wife to make some. quite easy and Follow action KS agent and woman Dolly in to CU of Agt. Dissolve to film Loop Dissolve to barbecue fireplace.with man basting ‘. ! ‘Iv‘ A ‘3 of broilers -lL+5- if you a ant to on itCh I';J sure you can tell her how to do it. .. 'i“) 1 . 1“ I ‘3 - V.,‘- r_1.lm‘.1,..‘ 7 mm ~ -f.‘ n1,” p l .-£ 3 o AJ'._;1--{V --. . l r r; I in.) LL .. ., \.‘ \JXI J .. :r- r n . '1'“ "'- ~ .. T~.-- -. I“. «'_‘,~ («I- _':1 --‘. T ;;-_l 1 '0‘ .‘o L\T’ 115.J—/' -.Ll‘“ L.”).L,‘_'.-.4 l ..| \v'Vl—IJJJL‘-‘-;L 115: -__gT.:1:u \ .31 ‘ Im av" 1.2. LL .JJ .L 0 Beats the ngS, alds milk and beats the mixture, adds chocolate. cf- ;. [D t‘.‘ k “-I <<: ’3 H I} (”n ‘<: Fay be served add ice cream if dealred CIrTS LC. TUE AICUTTS TC TbE A43 TEE V.IU3 CF EASE II GI EhAL “T 73*) :2 Ln . ~40 Pours mixture into 4 glasses and offers them to agent, son, audience, and keeps one. Tries it. 8 hits the spot. t3 t3 :4 ’,—Jo ('7 C_J C AG The only thing I'm afraid of is that it will spoil my apretite for broilers st . DRIJX3 THE REST CF TI:“3 EGG- I‘G Aell, we've got to be on our way; we'll be seeing you, . Let's go to our next stoy, KUCiC; PVIDGE K: Come on over, I'll put a couple more broilers on. I've got some started, but didn't want to start yours until I was sure ‘l A \ ~1h6- you were 50in: to get here. Agent enters nCT: Just as well, I never quite know whether I'll get to a place at the agreed time or not. Say, CU broilers cooking those broilers sure looK flood, of don't they? I hepe you don't mind, I brought a few of my friends along, too. cook and eat. CCCK: fie have ylenty, can always put another half on and they're so reasonable in frice that any- one can afford them. ACT: I understand that you can get these broilers already to cook for about a dollar end a quarter a piece. 60K: That’s rirht. I'm getting that price myself here at the farm. It doesn't leave much profit for us poultryxen, but it makes a good bargain for the person who's buying broilers for a barbecue or for a dunday dinner. AGT: You sure have a nice bed of CU coals coals on which to cook. COOK: That's the secret of success CU of container of barbecue sauce with broiler being dipped fan with broiler to the fire L3 agent & cook CU basting birds -147- with these barbecues. I'm using charcoal and the idea is to use plenty of it. Let the charcoal burn down until all the smoke and fla e has gone and a bed of hot coals remains. Then the broilers are digted in this mixture of oil vinegar, salt, poultry seasoning, pepper which has been heated and thoroughly mixed. The broiler is placed over the fire and cooked for about three quarter: of an hour. Adi: I notice you Keep basting the broilers with the barbecue sauce as they cook. LEE: That's right. Easting the broilers as they cook keeps them from drying out and adds more flavor to the meat. I'm using the same sauce as the broilers here dijped in. AGT: Those broilers sure look good and I'm getting hungry. Are they about done? CCCh: Some of these I but on first should be about d,ne. I'll teat —lhh- them while you go over and get some salad and chips on your CU legbone being twisted plate. The bone in the drumstick will twist easily if the broiler is done. It should turn like this. as agent and cook nor: '33 r hairs "'c rrgrrs Lion no. -—-I -~-v-\ A """~Yr --- C:'I:‘3 ’ ill-olfia-j LL; l-A—I: A .|. ”£11 L‘n. -. . This sakes a pretty well balanced meal. I guess I'm ready for the 9‘0 .r _ 011100.811. 1.'\." T" ”f’?m__ ’17” ”*rf‘fi‘ (“Ff T: ‘. "wfj LL‘CL.: .LUJ.~J (‘12-; buns“! UL: LLnTfigQ hope you and your friends enjoy it. You know that you can do this yourself easily with the CU bulletin directions in this bulletin. This bulletin came from your office, didn't it? ACT: The Barbecued Chicken bulle- tin is available from the exten- sion service office at or from this station, and they are free for the asking. to agent and cook coon: Say, I've quite a few eating broilers to market, and it's about time for the market reports. Come on in and we'll see what they are bringing today. will you look after the cooking of the broilers for a minute? ACT. and CCCK leave set dissolve to TV set and dolly into a CU of screen only. Dissolve to Larhet reporter at desk Dissolve to TV screen dolly back to 13 agent and cook Dolly in to CU Agent Dissolve to film (‘1 Duper title Slide Super slides or flip cards of talent -1t9- Larhet reports are given, followed by Farm and home Laws. The blackboard, magnetic board, or flannelgraph, can be used to give the various co modity prices. Iictures, slides, film can be used to illustrate farm and home news segment with narration by market reporter. ‘ f‘i aoT: Thanks a lot for the H) ine 0 dinner. we'll be trying Ho icn (j barbecued broilers at our house soon, I'm sure. We'll be seeing you, and I hope that you will goin us er I r..— h' ain next week, see you then. husic (theme) ALE: You have been visitin: with the county agent. Let's go _ . . ... y. . . N; ._ C. “ «Ju A ... . Mr; I ... .s ‘I. u Q -~ ‘ll :41... .. v.“ nth ..v . s ..d ... “ p. fl—u .— 4 .4 n ... ... . H.- J show Date: Third week dhow Time: 12:30 ;. . En if? 933 LT a heather Panel - a ‘l Asse ports harket re Farm and CV?" TT“.'.1‘.‘:/“ 'TI 3* , . .. 0.4m- A—ng'Jo—J-‘J Estate 'sments eal _- 0326 4‘4 8‘4"." 8 m l" m'~‘ «In! .1. “.18 S Q in July and ATD TFL PT :me»: -J.--—$.—-IJ-a I. County Agent's C 4‘ C Ifice Panel on Assessment and taxation property of real so vrsrrrxe ; -150- S 0 Your host today we next week he will cgain have the weather forecast, market rejorts, fare and home hers and he'll do some visiting about real estate taxes and ass 4 TH Till 377? County Jitension Agen ’ssessor Supervisor (town) Tresident of school Board Professional assessor or taxation specialist :arket deporter - Grey drapes Leek Easel and flanneliraph Neather maps - Table 1; chairs Evsel Copies of town and county Judgets Tax roll book fireperty cards Forms fLr notifying owners of assessment aerial map .55 Q—‘. 1* u A. u n.» r . flu ‘ ...«u Adv .fi a s u 7,. .J. fi flxxv ri~ r: a... L . u , -. A; z u ... . e .T n . .‘U his .1 NJ. ...4..p I V. e ,4 7 . -l5l- Land Class map Charts - 1. increase in land & progerty sales values 2. inc eases in assess :nent 3. increases in cost of services - town A. ‘exe, but for education 5. list of services b. equalization rates 3 l is of ares Ca end r 31.0%:b6£1rd Ch iI‘tS - and taxes for 20 years . nuther cf children comparison rurtrvorlc l. coapnrison of income 2 1. none] drojpinif on 2 or 3 different years 2. balance - ss le Vilue and assesslent III. Lerket Reporter Same as I. Video Audio HTLM LOOP - travelling THE 3 music that suggests travelling duper slide - Let's Go A31: Standard Opening announcement: Visiting Dissolve to County ACT: gi. Glad to see that you are a5ent's office ell eady to trs vel with me today. Before we start let's take a look at the weather situation. 1'1 . ~ ‘r *1?) "L". '3 ‘- 7“ ' " ° Jellow action GIVES ’EuTnsn rt :CnsT - in eoiate an- five day outlook. d “5 agent nCT: Cur visiting to to be limited to one place. “V" ‘.§k, K C1.“ .\,'- W“ o ( Al- .' t : .4 u“.~ 4L ‘ o ‘- Dolly in to CU Agent Film Loop - travelling Lissolve to KS of Assessor, Supervisor, Professional assessor, end Presi:;ent of hd. of Education Seated at a table CU of each of the panel members as introduced. LS Eanel CU of assessor ge're going to visit with some. of the peoyle tho help determine vhet your reel estate taxes will be. although you don't pay your reel estate taxes on your form until next etrln” end your school taxes this fall, now is the time when the town ess essors are trying to determine the value- tion of your property, crm p3ring it with your neighbors' and the other progerties in the town. well, let's ro vie itin£. u icel Bridge GT: ne're 5oin5 to look in on 3 group who ere all interested in real estaw .te t3: {es and who in one may or another have some- thing to do with the amount of taxes paid by you as an owner of pr0perty. Introduces the panelists. THE DI-3 "'QTC” ’..CTT'LD CC‘ZTTIII"? FRC: ILEIL‘ WI 3"011 CI? Tiflfl I¢d§$ TS TART DI CJSSILG THE PART 3 TH LICK LE 13 :osr FA;lLInR, ALB '2. BI; AL}, I Paflu-3‘1u\r; LE £15141 IC::30 333‘ I CU of assessment roll CU of notification given gro perty ovvners CU of calendar'mith grievance day circled CU of Supervisor CU of equalization rates of selected towns CU of town and county budgets. 0‘ C H.) (Y’s =ntire yanel CU of president of 35. of Educ. LI, J:-—--—J .. ...... ‘_.,.a_J “‘~...‘s*.‘ -153- Deter ine the valu tion of proforty (re3l est3te) L Lake up the assessment roll hotify owners of real estate of any chcnge msde in the assessed valuation of their property. Hold a firievance day in August at v'iich time real estate ovners can talk with the assessors about the assessed valuation of their property. Also, to fresent supjorting information that may show a need for a change in the assessed valuation of the property. m 1he supervisor's reowohsibilitv as the chief fie c l t1iiCc =r of the town, also as a member of the board of supervisors. Lay be a member of the Equaliza- tion committee of the Loard of Supervisors who sets the equali- zation rate for the coun y. Althruoh not directly connected with the assessment of yrogerty in a town - is in a position to *elp determine the tax rate for tie town and county. In this resoect is more than sli‘htly interested in the tU. 1h (ISbK/leejt its CL “-11‘iSC‘I1 to other t01ns in the county and tne like WT ‘ (v erTVf D [FTNT”;?IUT; Is interested in the assessment of preperty and property taxes as it in the chief source cf money for education. (3 AC (4 so e of the {reiter in education s-d tn chart) H’ (O 0 d’ H) townships professitnsl assessor of figuring xsmole tax 1rtacrk to sons Cf the services -154- The increased cost of e‘ acre students, new. 0. more teachers, hi her nd the like have re 1: taxes in the pest sev The ssess——d valuation of the jGCerty in the school dis- trict has also he scme effect on the amount of new building that could be done, Lost central districts cover xcre than one township and, therefcre, 'n— equities in esse: ents. 1 b} .‘__'.T-r‘~=l.'vl.r W‘flt'Vfilg. -J‘J.J.KL..:}4LJ 153 )LVQ LI. }~J ' I ( Used by vany tcvns and munici- palities to assist in reassess- nent Cf grcperty, to afprcach a value nearer the correct value, and to help with the correction Cf inequalities. It isn't so much the amount Cf the assessed valuation of t1e {rt ert ;'; it i: the szz'L-unt cf mcney th1t the property CUES pays in taxes, that bothers him. The 1.221.410-1111 C‘vf tf‘ix pail 18 de- rived from the assessed value- tion multiplied by the tax rLte. t—‘b 6+ :1) 3 1+ H. O :3 1i ttric.r l ooc“~rc1 1d c Lf progerty. u. Conceiv:d rsiring 'Ilf‘ tc, t to pay as e OvaleL Li c a mesrls of c revenue accord- ". tvaI'S dblllty b. Lised on both the idea Cf ebility tC pay end that prcperty tuners receive govern ent benefits. 1. police prCtection 2. fire protection 3. good rCmmns, and if (D H L4. 5 c. Schcyli14 ;fcr the crojerty I'S Ci iilk'reno Assessor CU pictures of farm rural residence with -155- q he increase in serV1ces ceeired by varle. (Town Cnd Stun gerrnLeqt) ,rv1ces h v» nCC cnlv been incre-sed but the cost of cer- vices also increeSed. H rt? is su‘or ed to he ~ seed at 100 pe c C“€ rty selling 3 prices 4' v1 1. I, . i) J_ hi3her L In normal - problem Cf reevssi 1e: at fair figure. farm L33 prchle; in equitable assessing with farms. :1 r e -’ e her-<1 ll y s a rezter share .n ‘ riers l°r1llV 333 ore nroeerty ex than other ir hiivi duslrs v.ith si iler net income. _0 up CI dcwn axe. do not { h incene cf croshce i_!; 1. f‘tfi: .-' -- g. fififj :“1 ”4': .1 ..ZKL JJJI‘VLi‘iI-V 1‘3440‘JLJ: Cver a long period of time, farmers are ahcut as well off as they would be Mlth an equiva- lent finfiflflt of nCney rsfse d by cthcr levies. -155- iGCerty tit is fashioned to CU artwork - money rain- provide a steady volt n’.e of revenue '1: cown into tLO Cr pro' ye r tC year. three different yeirs Tie big -roblem thoufih is to or revs alu~te oroCerty pronertv tires in lih -e with peorle‘s ide 1s of ecuity or fairness in pr eportioning ntteupt to strike a fair Lelano CU artwork - balance - of essessCC values L.sed on as sess Lent o1 one side, eernings or sale value Cf the sale value or GL‘ rn1ngs pGCerty. on the cther rocerty valuatiCns are based on full value or some percentage ‘f full and true Value. 5. etion Of course, we are often accused of Cverspendi.s for schools. rut costs have gone up in schools the same as in other 1351:.) 0830 CU pu ull chart Eesides we have had a large 3 or A cost conps ri- increase in the number of children. sons eh d the nu ber of clild aren Projected forecast of enrollment in schools yet to come. CU professional assessor RCFEJSICYAL ASS n33 CM? or taxation specialist . lroble:s CCnfronted in tax exe: ted wroperties or preper- ties Cs rtis llv tax exezxt CU of these helps Discussion of some of the things used to assess prOperty file cards on each preperty eeriel maps forms for notifying progerty owners of change in assessment land class maps CU chart of tax increase Trends in property tax - has COCCaris on increased {acre than other taxes Some of the reasons for increase - tiein~ it to needs and desires (If j'eOllle. U of orofessional assessor or taxation spe ecialist L3 of panel Dissolve to film loop ”‘7‘“ Co of market reporter 1-1 Cissolve to agent Dissolve to film 100p -157- I oint out that assessors try to do an equitable job of neon essinr property, that other fCV'tC Cfiicers try to. r has CrCC lew1 Sunmnry Cf s_few Coin . mm. :3 TJ. a It’s about time to leave OiECd‘SlCD of asse ssnents of progerty 1nd teres nn' stert book to the office. back we will stop at the TV 1_- “RI-LIFT or 2.1» travefling with me today. How about coming along 1ext week, when we'll be visiting some more forms and homes in s E: 1ent, C rievance the opCortu1ity 's Criev nce vith rs. s-te of this this ..n-‘rr‘ T ’ ' ' _ 1511.111. ‘5._ .LTCnrl [7 Ala—D FAR}: ART} If": E T15 county. So long 'til then. Theme: Standard close. LET'S cc VISITII Show Date: Fourth meet in July Show Time: 12:30 p.m. Freezing Vegetables Lurket Reports Farm and Home flews fif“.-"TT'T‘,1‘ .‘f‘1"1_1 i-nn ,-3r~*-~-"ym1-*1. . QLLQE'JQ_.L'.LJ £i-.l4 1";qu 4.1;; Lax). I. County agent's office II. h-K Camp III. Farm Safety IV. Freezing Vegetables V. Earket regorter -158- G g A mr‘mem .Li—‘J 11.4. *— County Agent n-h Club Agent Agricultural Angineer Homemaker or Home Agem Larket heporter Drapes Desk geather maps Easel Film or Slides or P Camp life Cutdoor drop Iaper headlines Blackboard and easel Toy tractors and cars anrd set up to look like hiqhway Uarning flag Scotch-lite rictures Toy implements Artwork Iull chart Kitchen set Freezer containers Green beans Knife lots and pans Chart TV monitor Ieutral background Same as I. Video Film Loop Super title slide Dissolve to County Agent's office 0 ent at d s} y U1 0 H.) (‘3 (b Fan with agent to heather ff!— 1.161le Follow the action m PT agent L, 1m," .‘JJ. I.) CC P1“,""f“ ' 'J.J *4- -159- JILL ITIZ TC L. audio w. ...l O s. 'j . I: stanoard Op nino r1 r'1f -, a n 5 1? ~ *1 --‘~ 1'... G1: lnLnIJu CS Tfij rToLE It mill Re all right then if I 3 bring sole of my friend; uown to your camp. we'll be there shortly. (To rn'r— _1 "fiT‘Y—‘V *r‘fi .lna ALLin oi) in. I vas just making for ur trin to tflC 4-H club camp. hon about coin along with me today as we visit the camp, visit a honemcker in the midst of freezing 303:8 fruits and verctailco, and learn some- thing aoout tractor safety. Before we leave let's take a look at the weather situation. (GIVES TUE VVATVTW FCRBCASm TITH n 11.. 5 DAY CUTLCCL) EDInTh j;.D mrat's the meather picture for today. If you're ready, we'll start for the 14,-;17 camp. -lbO- Film LOOp LUSICAL DDIDGE Dissolve to filmed nor: Here we are at the h-H highlights of some camp activit'es or Camp. Look at those boys and to slides & pictures or a set with 4-H girls; they sure look like members doing crafts work they're enjoying themselves, or don't they? By the way, here is , -H club IS Agent and 4-H agent agent who is directing the camp. Hi . I brought some of my friends out to see these young peOple in Camping situa- tion. and we welcome F—- H. 4-H ACT: I you and ycur friends to Camp 1 . fie've had a fine camp so far and I think the boys and girls are enjoying it. Come on over and see what they are doing in their crafts Pan with agents to group doing crafts work. work with an instructor TICK-UP Tl“ TA 2: AD WIRUJRING CF THE 8 UI. h—H AGT: As you can see the group is working on an article in their crafts work. They will finish and be ready to take it home with GET of club members CIOing crafts work them when camp is over. CU of craft work done k3 4-H agent & agent CU Iicture of swimming in pool CU picture of instr uctors Viorking with SWlTflLGIS -lbl- n : These boys nd girls then (1" not only learn to work with their hands but get something to take home. The things they are 4-3 AGT working on now are just one of the several articles they will make here at camp and take home. Here are some of the other items they have completed. AQT: The see are fine. They must not only do good work but do it rapidly, too. How about showing us some of the other activities you have for your campers. Le try to have something for the youngsters to do from about 7:30 in th morning until 9:30 at night. These things include swimming. We try to teach non-swimmers how to swim and hope those that can swim some will improve. be have a staff of counsellors who work with the groups according to sible their ability. Uhen po we also like to do some work CU Picture boy eating CU licture group eating CU picture sons leader in action in dining room CU picture of archery CU picture of softball game ~102- with water safety and life saving. Cf course, one of our most Appetites seem to get greater when boys are at camp. he feed the group three meals a day and give them a snack before they retire at nisht. he have a staff of cooks that prepare the meals and they are planned to meet the nutritional needs of the campers. They get all they want to eat and can be sure it is well prepared. After each meal the group joins in singing ipropriate for camp. That's another thin: they take away from can; with them, a bunch of new songs to teach their friends. The camp program also Calls for a rest period, some competitive sports. archery, softball, horseshoe pitching, and the like. Probably the real nirhlifht 5.1 of the camp is the evening progress. jvery camper takes cart in an |_ t .L CU picture skit by group CU picture square dancing around LJI :ett .HQ C J (ac: D D ’73 0:4 O 5.4 solve to of sat. and 4-H Agt. evoniis the Ca play an instrument or part fiTCUp ing al CQQQQGI how to grouo around that s are ch comes It' then 0 the da thinps ACT: 3 orojran before («- ,m} {.L.’ . he may do a stunt, 31a 7! b e .£\ a- a skit put on by a J of campers. Souare .anc- so is pOpular with the s and sany have learned square dance here at evening program closes campfire and singins. {‘5 a real treat to hear the sing out in the Open a campfire. You forget ome of the boys' voices angina and a sour note then. out now and s time for the snack, ff to bed to dream of y's activities and new to do tomorrow. you sound as though you enjoy camp just as much as these 4-H ACT: SGBNS i S :3. 1‘3: boys and girls. Guess I do. It always like a big job, but there ays something happening -1 4- L and it's fun to see these boys and girls learn little skills and the biffier job of getting alon xith others. 1T: 5e have enjoyed our visit with you and to have learned about your cam: program. He'll Dissolve to film loop be seeing you. (travelling) LUSICAL ERILGE Open - CU of several head- lines of tractor accidents 9; CU of model tractor Dolly out to ns of person talking at blackboard or at a pad on an easel Write on board number of persons killed in one state CU - 19 total 1 motorist 18 fern tractcr Operator LS - setup of highway with car at the left and at the right with trac- tor coming out on the hi {Zh‘c’v a y CU of actual Operation fl' Demonstrate differences in speed of tractor and cars Lemonstrate what happens vith a grade in the road (difficult to see tractcr and implement) Read a few of the headlines 2;. 700 people were Killed in tractor accidents last year and thousands were injured. not all of them farmers Lotorists too mere involved (Give numbers as written) S whether a farmer or not, you must be concerned with these accidents as they can involve you. Let's see how these accidents happen EXplain with demonstration Explain LXplain CU cf numbers on board Attach flag on stick to tractor or iiplegent Eoint out place for lights on the front and rear of tractor and implements CU of piece of scotch-light Cut small pieces or have pieces cut and place scotch-light on tractor and implements Running tractor on shoulder of the road, ditch, etc. show art work of filling tractor with fuel and flame resulting CU of fire extinguisher CU picture of power take- off or art work showing neview nu he s killed, motor- ists end oner tors of tractors .- nhat can we do about it? ”arning flag to warn motorists blow down sjeed of car for slow- novina vehicles Treat tractor and the implement on the ro;d as another vehicle husk and night driving on high- way, lights are needed dxplain the'use of scotch-light to outline the shape of the implement Reflectors or reflective hater- ial to supplement lishts or placed there lights can't be used Explain that the motorist may feel that the tractor should run on the shoulder of the road and why is it not the proper thing to do Down small incline with wheels turned if possible and tipping Tractor tipping from going over a rock or log, or through a ditch- Another cause of tragedy and de- struction. JXplain how and why For just such emergencies this should be standard equipment on all tractors Still another cause of injury, tragedy, and embarrassment are -lbb- Operator in his shorts accidents involving the po er with his pants nrapp~d take—off in the poner take-off CU artwork showing Explain that gasoline is highly filling gas tank inflammable and that tractor notor must he turned Cff and should be somewhat cooled u of tractor bursting down before gasoline is added. into flaie Lhat can be done to reduce the nuxber of tractor accidents CU of pull chart with and othe far; accidents. list of preventive neasures summarize the reasons for (common sense) accidents and hov to yreveat them. (caution) (reasonable 5 sad) (mark machines) (carry fire extinguisher) Dissolve to film 100p IUBICAL BTIDGE KS of woman putting food AGT: Li Ere. . he've in the freezer stopped in to see how you pre- pare your veyetahles and fruits Agent moves into freezer for the freezer. uoxnn: Come on over and s (u (D CU of inside of freezer what I already have in the freezer. ‘.."*:c.-.;'.-: e have meat, €05.18 early vegetables, strawberries, and a little fruit left from last year. ACT: DO you mind if we watch you prepare some vegetables for Pan with talent to table L3 woman at the table 00 of beans being cut 1. :5 Roman at table Fan to the sink with talent fan to the stove for blanching CU of each carton CU of putting beans in carton CU sealing the carton LS pan with talent to the freezer CU Chart or blackboard (Fresh produce) (Irepare quickly) (Blanch) (Package) (Seal jackaje) (lut in freezer) KS of Jonah and Agent \_l ‘( h r ('3 H O -107- freezing? *urse not. I'm doing green beans today. They were just picked this morning. 1 ”C331: Lemon trates now to pre- pare beans for freezing. .her the beans were picked, shows how to cut then, wash them, how to blanch the beans, two'or three different cartons she Can use, and putting the beans in the cartons. How to seal the carton Putting the package in the freezer after it is finished. Summarize the important steps. ..er welsh: That is actually all there is to it. Some other fruits and vegetables don't have to be preyared the same may. Some- time I will be glad to show you how fruits such as peaches can 3e prepared for freezing. Fade to black Dissolve from black to ECU of TV sc een Dissolve to Larket reporter LTs olve to TV (0 CF") P’ c 0 include is of TV et and agen g dissolve to film loop Standard close reen and dolly back Q .Ifl -1cs— Je may be back in about a f .0 month then. That is about the ri ht time for beaches. A i-" Jould you mind f as matched the market regorter on your TV 0 ‘7 C3: set to ay 33: Lo, I'll turn it on for you. I r ,r'w. "”1111 1‘) ".1 '- .“y’fiw W 1 "fl F1"?! ..P .- T““"“:1 ‘IAJ5-"-«. J__ .-In J] C Ll.‘_L‘J.‘? GI fill 3 -L b In.) -‘1‘3‘ JT _‘n-v~ w - ; ~-\~ A ---9- H a ny- r-v-n: - v '~-1c.r _ . ) \ . | . n A. ‘ ~ 1.1.7 r.“ U' ’ 4'}..\ .{ 48A. A‘J Jr: :3 -. #1. .‘J L..{ . .’J ;. '.J--'Q ‘. *" r-‘r'n \ ..' » t-‘gl A. . AGT: That about completes our visiting today. He'll be going back to the office right away and I hoje that you mill come i and visit some p.- around next wee of the farms and homes in County. So long 'til then. A93: Standard closing Fm's L CC VI: '44— Show Date - first week in August Show Time - 12:3? p.n. -—\ I,“ .4' l "1' ’. Flu; J 1 (1.! Weather County Fair activities contests exhibits h-h fashion show Tarket Reports 1H _‘ ‘ v. ,I'. rarm and home news .fi'fi,"“T‘-11*fiv"" *‘r'Tx ‘; "Bur“??? "1“ asalrnaas 1L1; P?C:.h< I53 County agent's office II. County Fair III. Fashion Show ‘ iarket Reports and Farm and home news V. ‘ITILT -159- K" J #5 r3 Til; .—‘..-,l . i . L- (JP-\r u“ tension A5ent Lone A"ent 5 u-n club girls Qarhet deforter Grey drapes Desk zasel and flannel- graph heather maps Film Drapes Baskets of flo are m ° - ~- -rellis archway Rug TV set 5839 SGt 88 I. Video Film LOOp Super slide - Let's Visiting Dissolve to County agent's office CU of fair poster LS Agent at weather nap Follow action Film LOOp Dissolve to film -170- :r's so VI;ITIIG f 5 Audio Pusic that sug;ests travellin: Go ant: Standard Ogening announcement ACT: hi. Le have a real treat for you today. It's county fair time and we are all going to the fair. it‘s a time to see the results in farming and honeaaking. For you it's time to meet old friends, to yet in the competition, and a time to get a day off. weatherman has promised us a good day and as soon as we of the weather on our way to the fair. ' ., " I‘n‘r"‘fi "v"? ,‘ m“ “Yo our“. GI‘JrEO Julifb I. 14D .rillb -.4Uu‘1.t;--ii-R CAST Ari-D T1117] 5 D',Y CUTLCQK v 1 4. .‘Ju Come on along. You can ride d(;'1L\‘n t C" t k! e f) j. r Y‘v‘v'i tll file 0 .‘nm .rg'v‘figrnfivfi 1'1 ‘1’. a -ul wiiAMipJ rIL, Ag :1 7. r0 ' Tar Add“ .‘nt7 Clip of fair activities I? \ fiVfi- (Film sequences) 1'11a°r 'Pit and car 11" i-\ e - peoole r entering (I Dissolve to midway Uover shot CU of Ferris wheel C” of merry-go-round v5 rocket Cover shot of midway -171- nCT: Here we are at the fair and .it looks as tnou h many other oeoolo are visitinfi the fair t0é3V, too. Crdinarily we vould have to fitoé and gay an admission fee, but today we'll go rioht along in; don't think anyone Hill 1;: other US. The midway is a beehive of activity. To home people it o \M __ . ' (51‘, ' 3 ‘u is the fair. -he rites, the j -a es, the shows all have a f K..- strange gull and the harters F‘“ *e everything sound inviting. shall we take a ride on the ferris wheel, merry-go-round, or the inanar rides ldlne the rocket or loop-o-plane? They are all guaranteed to please both the younf and the old. CD as “9 UOVG k P F“, g- (\ NJ own the midway we see the concessions ’ floss DJ oo3s, taffy, and can . seen only at Carnivals and circuses. fl (' L (L lb odor (D 5+ They conhine 0 we so characteristic of the midway at the county fair. CU of boy or girl with candy floss Cover shot of midway Cover shot of horse pull LS horses straining to pull load CU of driver's face Dissolve to horse racina CJ ~172- It's a time for fun, for doing new and exciting things, and it day be time for tummy ache: as hell. 'ge save the midway with its briflt and shining rifles, its hustle and hustle and its noi (I) Y appeal for both young and old. There's so much to see and so little time to see it. There's another side to the fa H. r. The competition for prizes and ribbons that has been the mainstay of the county fair for more than a century. The competi- tion gets rough as the animals and peOple enter into the spirit of the competition. It's a beautiful sight to see man and animal working together in an all-out effort to win. This is also seen in a sport that has come down through the ages and still has considerable appeal, the sport of horse racing. gen and horse cooperate to put CU of horse's legs as he races KS horses heading for the wire Cover shot of a building or tent Cover shot of animals in the ring CU of animal malking in ring ~173- on a real exhibition of speed, endurance, and fine ejortmanship. Look at that action, that stride as horse and driver vie with snother's for the winner's place. Although it is illegal to bet on the horses at a county fair, how do you think they'll finish? Competition 's the keynote of the fair exhibits. 1o fair would be comylete without the cattle, sheep, hogs, the crop exhibits ' and the homenaner exhibit—. C) let's set down here and watch the judging of some of the cattle exhibits. The judge in the center of the ring has a tougn job of looking over each of the animals thorou;hly and making a placing. He watches the animals as they are led around the ring asking mental notes of the strons and weak points of each of the animals. The owners try to present their animal so that the judge can see only the good -l74- ”5 J o ,c-nts. Thesfiuwwen.isn't the f tonly one that seems to sense the situation, the animal, too, seems to sense that she is being judsed. Notice how she Carries her head uj, talks so nice and easy, and notice how well-{roomed she is. By the way, while we are waiting for the judge to look over this class, let's see Ihat the uork has teen to ret these animals ready for showing. Dissolve to 13 of man ACT: Uorh on the animal starts .a washing anin weeks before the fair. The animal is washed with soap and water and blanketed to give her a Shoother slicker appearance. As you can see the animal is CU of tail braid washed all over again when she gets to the fair. Her tail is braided and the hair hrushed so that it lays smooth. Some CU head of animal clipping has been done about the head of the animal,on the tail and around the udder. This gives the animal a more refined afgear- ance. There is a lot more to Lo azimal Cover shot of the ring with the animals lined up Cover shot of the Open door to a building of eliili 1Q i t S (D 1’) r?- F.” ..J (D - r\ 1 1‘ x v -‘ . j meets t.e ere. resin 0 eninals have had shot: and tests to make sure that she can he 3 81,1 C‘vl‘a‘ll ‘J‘Ji t1] Ci L1 t ' i V i n {7‘ E}. ‘ to the other animals, Let's go back to the ring and see how C_J. 5.: LL c 7) the ge is coming with the plac- ing of the class. Apparently the judge has come close to making a decision about this class. He has them lined up in order, starting from the left. Ch, wait a minute, he is going to change places! H,w he will go. he'll give nis reasons fOr placing the animals the way here will be some cl- he has and happy and some see feelings in the ring. It's about time that we took a look at some of the cr0ps and the yrize cakes and Canned goods put up by the homemakers of the county. Dissolve to T8 of exhibit of vegetables CU of one exhibit of sweet corn Fan to other vegetable varieties -176... You know, it is anaZiLH the may peoyle from prize vegetables in this county. he are not noted for the prouuction of ve;etahle crepe, but every year we have a sizable exhibit of excellent Vegetables. dome of the exhibits have ribbons on them. Let's take a look at some of this prize corn. notice how long the ears are and even rows of kernels and how well filled-out the ears re. It are (O my ("7 mouth water just thinking how good sweet corn like this would taste about now. and these other veoetables look just as good, the cabbages, tomatoes, and the others that always taste so good right out of the garden. 1y experience with baked goods, desserts, and the like is mostly limited to the eating. But if the looks of these things are any indication of how good they will taste, I sure would Cover shot of food exhibits Dissolve to LS of t-H girl modeling a dress Use four or five outfits modelled by the girls wearing them Dissolve to L3 of fair grounds and peeple Cover shot of farm machinerycadfltit 133 of machine (combine) and peeple -l77- like to change pl? es with the udre for a while. I imagine k, L’- tnet the judge might like to change places, too, when the competition gets really keen. Cur time is slipping hy us. Let's move on to the 4-H club clothing exhibit. day it look as though we are just in time for the h-H Fashion show. Shall we match it for a few minutes? (hCTU AGE?“ narrates this fart of the program telling about the various outfits) AJT: ”e have just about time to see a few of the other exhibits at the fair. The farm machinery exhibit is always one of the most interest- ing. It's the time for farmers (D and city oeop e, too, to s e the neuest things used to produce and harvest the nation's food supply. Some of these machines are huge monrters and to many of our farmers repretent a major ‘ Tan the machinery exhibit Lissolve to commercial exhibit Pan exhibit D'ssolve to screen of TV set Cut to market reporter solve to agent next Di t TV set 0U) Film Loop -171: outlay of cash. The former today has gone real decisions to sake about machinery, whether he can afford it, if the se will justify its purchase, and then he has to be a mechanic to keep t 1 IN 0 . \I I A._ nachinery running. The county fair also fives the merchants in the county a chance to show their newest :eeI‘ Chandi jverything from new home appliances to gadgets to save gasoline are shown at the fair. Say, there is a television set Operating and it is about time for the daily ma ket report. Let's watch it. EJRVTT “VTCFTS ATE FAR? 33D VCLE SETS AGT: That was a quick trip to the fair. The county fair con- tinues all this week and if you want to really see the lair, take a day and go. :e'll see you next veek when ve'll r’o Visitint again. TF2 E: standard Closing er's cc vrsrorxc y a Show Date - Second seek in august Show Time - 12:38 Saturday h) i 0 Lil. ’ '1‘! ;_.1 r, m gram .E‘ uhf. V -l.-_'J Q m— fl fleet her lack to School Clothes Iaints and Painting (Exterior) £13 Timer Larket 3e“ '71 ,.,. rari; “ 'T'r"‘.‘“' 3 .. "n “re."wrm'wm-n-r-uw _~ ..." \‘J. n.'.:\ A . 4 ., '.]". O4\hv'_1..‘d.1 ‘1~..~J' J. -..J',~_J._’ I. County Agent's 1'2 V r—Jo H II. h-E Club G- III. of the house IV} Cld Timer - ‘V. larket Reporter - Lffice - Room - Paintin; the exterior - Til-.3321 xtension Agent ome Agent -fl Club Girls grey drapes desk and chair ‘v'J-eatllel‘ Snaps , and easel flannelgraph, small table mirror Wallpapered et ('1') outdoor set simulating side of house grass pail of paint turpentine oil (linseed) 2 paint brushes outdoor set nail keg (2) hoe magazine Same as I IET'S w r ..1 (U. i L.( e O ———-— FihnLooo (Travelling) TT.. hyer slide - Title Dissolve tn) Qountjrihjent's office CU of Calendar of events CU of Agent -- E'zo- ~ 0 nudlfi AhI: Standard Cpening 71.1”.— ”"1 11 12'1"".‘fi h“ Tasrfiflj L o LULAIL‘JI A .1. CA) 'J-.U. ..‘f 'ei‘ -..-5 .2 .JV‘ , ":1: r": :‘ “x _x " _ ’1f1’7’1 ‘7‘ N —J '4' -11-. -v ’ it- 1...’ .. 4.5.1; .1. I-'.)_1.D) Ch hi1 Done on in. I use just looking Lver some of the things that I've got to do in the next .C‘J fen ays. (Gives a notice of a series of meetings to te held ziext tweak.) I'm plad to see that you're ‘ reaey to go visiting with us to- day. You notice I said us because part of your trip will he to the home of some h-h club girls who have done some excellent clothing work and you will be accompanied by the County home Demonstration agent, . The rest of the trio will be with we to see some painting, and to visit one of our old friends we hzven't seen in a long time, the old Timer. And as usual we will pick up the market reports. C2 nere is the weather report for today and early next week. CU of weather maps and (Gives the Leather report.) vesther predictions LS of Agent dolly back to include EH ACT. Jell, the weather looks good for our travellint today. By the way, this is your host for today's visit, . hogs you are all ready to leave. I'll see you later. Dolly in to a 3U of fit ACT: mhanks . Well... HI ACT. Let's Go Visiting. Dissolve to film 100p LUSICAL BJIDUE: Dissolve to CU of girl GIE : (IULLIEG A3 SEE YAKES BURT primpino before a £53 0*TFIT IS EERFXCT) mirror center of interest on the mirror) on hi: I've been waiting for you. don't you come in and be comfortable. I've been checking my wardrobe before school starts and love been making a few things Dolly back to a LS of the to supplement what I have. girl (girl rises) . KT AGT: that's a lice out- jhome ajent enters fit you have on. You made it yourself I suspect. 2 Shot GIRL: Yes, I me e it myself as part of my h-h club work. Maybe you saw it at the clothing revue durin; the fair. HT ACT: How about showing US some CU of construction features 2 Shot -l&2- of the features ofsour outfit. GIRL: Chay. I'd like to. The ‘r :--‘ .LAA' GIRL: (hemoves the jacket jacket - siplains the style, the fact that it is reversible, being lined with a plaid lining. EXplains how it was made. AGT: , I notice you have carried the same material into the vest. V Explains that the vest is also reversible. The color of the buttons. Explains that the shirt is the same color as the jacket and made of the same material. That another skirt WrS made of the plaid material. (HCLDS UP OTHER SKIRT) Explains the construction of the skirt and the type of skirt. AGT: Now let's see,thet makes you a possible 6 different changes and doesn't incluie all the variety that can be accomplished with different blouses and sweaters. CU of vest C) C: O H) (+- a (O 3" 1...». H d- U) CU of Agent 2 shot Sister enters \ 3 Shot -183- this outfit. That with A different articles of clothing - jacket, vest, tho skirts, that has planned for endless Variety. Questions __ about there she can wear these? GIRL: suitable for school, church, travel, shopping, and other events. 5130 that it fits a need inexpen- sively in h-r wardrobe. hCT: diplsins that it requires skill to make the outfit, but that with good planning and adequate (D tiz'ze can :5 _ t a pro essional ke this. PJ- lookin: 30* l GIRL: “hile you're here, maybe you mould like to see what my youn er sister has been makins ire. (‘1' at the serge ' AGT: we mould like to see her 1"“; .L J A‘l . outfit very much. GIRL: hiss , this is my sister . She made the outfit she's wearing while I was sewing on my outfit. AGT: hi . day, you look perky in your new jumjer. You -l?h- — made it yourself, I understand. SISTER: It was quite a job, but heloed me a little and finally it was done. hon hose to have help n make a inoket to match and a to watch the jacket. the future. Ly the *ay, wher; you erject to wear this outfi .— , .q.‘ h, a" \ .- 1' _ 1' . _ lsR: To CCJDOl, Jnurcn, sho blouse Prinz and cther places. I think that CU of on pet quite a lot of vari 3m 0 (D (D U} {'1 C H H. (D (D H O D by using different accessorie various accessories - belt, b: blouses. ety O tJO 13 of Sister GIRL: erlains some of the features of the outfit and how it Wis con- structed. takes a comment about the promosedjscket and blouse for co pletin; the outfit. 3 bhot IhT AGT: and it has interesting to see the results of your york. he oant to con rat- ulote you for a job well done and knou that you'll be sell dres r to a two shot therever you go. k...“ I Dolly sed -135- fie've got to he going; I'll take you down the road to Leet your usual host . Dissolve tt filo loLa .UeICeL “311‘? Dissolve to :5 of «an 13f: {1 ins abcut the trurh, with gaint hru h 1101“,. the person that used it l:;t ' n't clecn it froperly. CU of Brush Lristles are matted together end the brush is hgrd rather th11 flox12lc. Cover Shot ndfiz (t 7233) guestione Ian about hir trouhlc. 2 enot ;m11: Englaine he's about to start sone painting and the brush he sn't been grogerly cleaned. Juggests that he so look for another brush and that the agent try to clean the brush while he's Dolly in to L3 of ACT gone. solvent :nd oil that is needed is handy. (Y3K “IIT3) gar: (DU CISTI;T“5 TVE CIISUIHC ‘fifi n arm TNT-xv? \°-v r A 3713.114 gin-.1311) cranents on the condition of the garticular Maint tru h. fix- pla1n the di111erence betwee care of eint brushes used fre- CU brus1 hanfiing in of solvent and oil C .J L0 H quently, everyday or two, and those to be stored for a greater length Follow the action of tine. fixrle Cover -lbb- n the reasons F10 l *‘b *v‘ (D or hanrinf the brushes in tn solution rather th:n setting the trush in the solvent. (ihh 31T333'IUNIITYIIAIYT IRUST) 1A1. here's a brusl that will do a better job. L? the way, how you coming with that one? «4 CU Brush n31: hot so good. he tender you Cover WTT bo of "IT'.’ V th Cover 1“ left it for me to clean. Je'll have to let it hang in some sol- vent awhile. Shct EAT: (11333 UP A TAIL C? TAITT AID STAXTZ FIXING IT) how that we have a faint trush that ze-(mm111ee. okfldeN5.hCW to 1,11 mix the paint seeing linseed oil added oil and turpentine. Shows and C 1 Cu Cu Q.- turpentine 3‘ explains hon to tell that‘the paint is thorou{hly wire and thinn d pro_erly. mixed faint 43?: I'u surgrised you didn't ask shot he to min the paint, too. LII: I was just about to ssh you to stick artund awhile and help -13 - to :atch you paint a little, but (D d k“ :3 (1‘ ('7 Cf (‘f' .1 ’C of O H r+ c—I. 0 OJ L) 3‘ O {’1' () 1 ‘ .0 L I LN W H ) Ho .1 p— ('3 _V.a q; (1‘ ) J H H ) 1+ P I *J '3 '1‘ ,._. L3 rgnl starticg' "" ' A .. . ‘ 'N I‘ —. m ‘L‘ x 1 0 Jo plintec urfsce or ea rel. into L nr11ce. 1 0 Q 1 T: '339t10U¢ ‘n “Jiut tre turfece n x .m. . , r ,- ,1 ° ." ~. - 2.. A . \JLV:I‘ {unfit tC‘ HQ Lyelljt 21' , .'I( .1' l t ‘ 1-1.": C1: -1Il‘3d , .A' rv‘ . ‘ 1:' - ‘1 .fi 0 ’_ ._ _‘ ‘_‘ : :3‘11‘i. .1 11C. “is“ ‘AlCCU.:(_ 5.) CGI‘t~.-.1_fl nflt’lt 1 v DJ actual paint problems yrotle s - peelid , checkinr, or pictures 'Q 0 and guueoolorijnj. n41: dug ests treattent for paint . L _ proulene. ') Cover shot ACT: Thanks a lot for letting us take Lxxue of your tiflWEEfiwny from your fainting job and especially for telling us how you do the job. We've got to he fiatting along, he seeino you. :1 ' ..J 0 LO L9 0 H d (D ('1' (‘j "b ...}. i-J ' \ .. “ ‘r‘f" 1 1313'?- ‘W‘f‘! IDLE? 1 ooIClzL ...-21 JUL Dissolve to CU Cld Titer LLB TIZBR: (ZTJITLINGLJ‘A STIJT) Howdy Junior. haven't seen ya for a long tine. Been pessin' out ttet new fohfile ferzin'? 'Ys know, :Lon I was a young feller like you, read about new things and I 'uees I tried nest of then. Laven' t lee n able to keep an ‘ with 'ez no”. 2 shot efT: You're lociing treat Cld Liner. have yru jot sone advice for Lu; todgy? *"'~" I" ‘7'1 “31"“ T '1'" ”'T"! '- (‘1 Lid-La" :rIlnL -.~.L(4$.LJ 3. .-....LLL ... k... --TX?) : Jay, le Timer, in about a south and a he 1 he will he look- CU of Old Timer CLD WIFE}. H not much for travel- ling young foller but I'll be on hand if you tent. (3TniiT3 I‘LIF Tm: CREE 11113011) AG : Le've got to get back and hear the latest market resorts. Je'll see you in alout six weeks, n t. Cld i er. fie'll stop at the station and match the market re- port there todaj. ‘iss olve to film loop hT3-CnL III “E: Dissolve to CU of iarhet LIT. REIC4T31: (GIVES T33 71“IIT "‘ . ' " 'v‘w 1"1 .7 "' " "" T r‘" T7 "7““ ‘~'“F"'C.‘ L‘onrter -1"); blll M-.J) 1‘13._". u £5-.D .L;L.:.__J ...".‘J..a)) Dissolve to Eilm Loop TIE 3: 3tanda rd Clo ose .31ng 'ste: LnT'S GO VICITING Show Time: Suturday, 12:30 T.m. “<1 TT'jji 1"- 1‘ flflgfiTL -|A:J~J‘ m— 5e1ther Sweet Jorn Tips Pole Earn Construction h-H Club Talent Lorket Reports T“. r v 30 €133-11 glld I; O (:19 .L BY." S AID IRCIEJTIES II. III. IV. I]. Extension Agent's Cffice Sweet Corn Tips Pole Barn construction 4-H Lueicnl Lumber Larket Reporter 1; 7 Extension Agent Host Vegetable Farmer or Assistant agent Deiry Farmer A-fi club Lusicel Group roman (homemaker) Lurket Reporter rspi, and kitchen or outdoor set Charts sweet Corn iced in bag 3.901]. Kettle Stove in Kitch n or outdoor fireplace in outdoor set Butter and salt Leutrel background (rough board effect) licture - pole barn under construction Iole Bern model short lengths of pole (treated) neutral dreres 3 chairs ume as I. (I) 17:.”3'3 or ’J’I;.,ITI;CG -,,i 7 ”ilm LCOp TIE B: Super slide - Title 5-1: ct nierd Ceeniflé Bis-olve to CU of agent 33?: (TU TIES $3 I: PUUUDS HAIL) r ‘ r ' " J . dose and pounding a nnil in e bourd on Lil Come on in. Loore as though I had teen pounding the wrong rail. That's just that I did. Lo you ever heve that Dolly book to cover snot trouble? This little accident has re- eulted in our nokin: pert of the trip today. Ho, we're not going to the doctor's office, we're going out to see how a reel cor- penter torus, stoo at the hose of some talented 4-H club :embere, nd see the Intest thin: in ship- sinf sweet corn to market. } Aer As soon as we peer into our crystal bell for a look at the weather we'll be ready to leave. (‘1 CU of teatner maps (a Q t? ", '1 ‘TTT‘ - "‘ "" '7"! u'n'j‘, ' '_ ‘ “ ' 3 “f" “I“ "Y‘ ‘1‘“ v in? I-tlDIAln fin; unru.rsn q .. ~.r' .‘J 3..» r~T-~-w_ .fl- ix-fif‘qfl n .11.... ...R 1 LS: 15‘uugl M H Cover shot Dissolve to Film Loop CU of Indian dru511being played with 2 ears tf CCIII Dolly back to $8 of mun dressed as Indian Agent moves into 2 shot CJ of 2 ears of corn tell, let's a see the carpen- tergl've- Lot to learn how to hit t11e ri.j ht na il. “?7 ‘7- ti:‘!"‘f‘i‘.1 A vQIjriL ..LIJ‘, ° ; fir It} Listen: ”h;t's that? *1: I. 7 “n3: It's just me beating the drum for fresh smeet corn, a good buy nov . nCT: But any all tlie feather and ‘Wur jgaiMLt ini: It's part of the ro ince of corn in the Lnitod 3t; tea. The Indian grew it before the colonists cane. Actually it was orioin'ted in the Andes Lountuins of fer and has Called "raize." nCT: Yes, but the Indian corn was a far cry from the sreet corn we have today. Lag: You're telling me! Just take a look at these two es s of corn. J 'h the corn the .t the Pa Po I ) S (2118 H no ans planted several years ago, ahl this one i one of the 1% .st (“1 0) hytrid Va rieties of s1eet corn on the market today. \ 0 CT: There cure is a lot of dif- ference. And this has all come 2 shot about thrcu;h careful breeding and selection of corn verieties. Sweet corn in in excellent supply r i {,ht KICK. . CU Lag: You know State is Chart showing State rank (N. Y. 4th) *4. n the production of sweet corn. urther assures us of a :1 F...) IIQLS good sugply of that delicious sweet corn. CU of bag of iced sweet LAN: I've got a has of iced corn corn here ready for shipment. Let's take a look at the corn in the bag. 2 Snot “ET: How can you tell thether the corn is good quality or not? th: The outside of these ears of corn look all right. The color of the huoks are right and notice how tight they encese the golden Lon husks corn ear of corn. CU of hushed ears ACT: how CuOUt the ears themselves? Say, they look ell right, too. th: They sure do. There is at least 12 rows of kernels and the cob is filled to the end. This -193- is important in appeerahce of the corn. To make sure that it is fresh to C;n press vith our BCU of ear of corn finger on one of the kernels.' If it snaps and a milky substance pops out, it is fresh and resdy for cooking. Ly the may, eyesh- ing of cooking corn, uon't you join me in trying some of this 2 shot corn? {we husks a couple more ATT: I've teen jetting huh ry while L ears of corn you were talking about the corn. Don't mind if I do hove an ear or two. have you an extra. ear for our guests? -.. “r hen puts the ears of corn LAN: Sure, we have plenty. Say, in boiling voter while the corn is cooking, you hnou that pecking it in ice and sendin» -L. V to market rapidly results in a saving of up to nearly half of the sugor content of the corn. CU of Temgerature Chsrt Actually nearly half of the sugar changes to starch in 2h hours if it isn't kept at a low temjerature. PV‘ 0 Q ( ‘1ipped thi~ may to the market 2 shot the homes ker cen fut corn on the {‘3 hen wraps ear of corn in foil 2 shot IS of man taking the corn out of the boilin? water ~19t- , ke v have here H. table iust l U (C O :3 the farm. Sweet, tender, a real treat to tickle the palate. ‘ (N "H "fit. , ‘ ”r .— r, .‘ 0 nor: inen the noneoeker shepting ) for corn at the store should take the corn home and immediately pl ce it in the refrigerator. khg: That's it and you know corn can he cooked as me are doing it today, in a pressure man, which is even quicker, or on picnics corn can be trapped in aluminum foil like this and be cooked over a bed of hot coals. This may it takes about o to 8 minutes and if you want to soak corn in water and place it risht in the coals with the hueks on, it will take about 20 minutes. ACT: Say, I wish you would either step talking about how to serve corn or get that out of the kettle U there. inn: Ckay. Let's try it. The corn seems to be done. Here L. -issolve CU of men eating corn film loop CU pole cons ruotion to 15 of Earner -195- butter and salt therl. Help yourself. “ET: Sure shells ;ood, and it should taste good. here's one for you, too. (Cfferin: one to cahera) (QGT and gen start eatin~ ears of corn, exclsiaini about how good it is.) AGT: Thanks a lot for the corn 0 ”-3 ' V ‘3 1‘ Ct t 0 1e Thanks for the I‘U'an KL E‘T‘TTEO‘T o . cJ_Lk/.‘2 '...'..l..~. ‘~.I_a a +3 : Stare have ~e=n as many 33 changes in form building construc— tion as there has been in farm- .0 Ci (‘1- he H H) 0 g. $- t ( I" H (D 1...]. (.0 D :3 (T) in itee 1:)“ Q newer types of barn construction. Say, I wonder where is? i2 was going to show us Low and .‘ why this huiloing to be con- H. U. structod. Ch, there he 18 over there near the old barn. and see him. 111 Let's go over FARLEI: hello . ”hat can agent enters I do for you? AhTz Ly friends end I cone out to 2 shot see how you ure comini mith your pole barn. I see you hove it Pretty well undertay. now are you planning to use the barn? 'r“ t 'P‘)‘ —1-[- flag.ufl: The barn isn't fini hed (I) so it's a little hard to sh w you thet way, but the Lietrict Engineer left a model here. Dissolve to model of Leybe we can show you with that. pole barn EIEIIIKS ECU ICLE finfin 13 U33 LOT of vorious ports of the model as explained . Fen stable . gunner of cons it will handle \np-xo NH O .}.4 Fl (1‘) H (D e <,‘ . H. c ,1 HQ PJW H F“ " nor: Actually you're settin 2 shot up an assembly line operation with your milk production. FARKER: It is quite si:ilor to essenbly line operation in a olant and is done for similar reasons or efficiency. ACT: low ecout the construction of the pole barn? The 3o es are put in the ground, but how far? ‘l (2 model FAJ;;-: The roles are set four feet in no :round and twelve feet aprrt. Framing is added,etc. 1er construction or, .‘ : LC... .II‘BS. short length of l. loles treated for protec- end frerin; outeriel tion end longer life 2. framing anteriels 3. Luilt in hey racks Lodel a. Built in gr;in troughs AIT: Your barn then will be 3retty complete. Agperently you think that this more economical than the conventional barn. no} :3: -t's not only more economical but it's LOIS efficient, too. Farmer doves in carrying a lot of feed, is done when necessary, coxs are more comfortable, other features and rersons, including cost of construction and equipment. A31: I Can see you are definitely sold on this type of construction. he'll be interested in seeing how it works for you. It'll be L. fifliSLed in time for fell and ) uint~r use which should give us a chince to see how it no k‘ in t1 the worst part of the year. -198- Thanks _. He'll be back to see you later in the fell. CU of A ent “CT: ge've got to stop end see some n-n club uembere gtOUt taking fart in our t—h club achieve- rent day this fall. They're pretty talented we think. Leybe we can get then to do a couple of nughers for us. we'll try. Dissolve to film 1009 LVSICAL RRIDGd: Dissolve to ;s of PLAI smell instrunental c group hflT: (3;T355) Say, that was real CU of individuals or fine. You see; to improve every individual's instru- ments time I hear you. By the may, will you tone part in the program at the h—H Achievement Day? Cover shot ‘33 OF GRCUP: Sure, we like to play and we'll be there. Want to heor another number? AQT; We've come this far we ought to hear another (LCCTIIT AT TIE Dolly in - lose agent CALJRA) don't you think? to?!) ‘ y‘— "’.‘.‘ GRCUE PLAYS Edition“ not} Dissolve to L5 of agent polnz: They do pretty well, hr. and vmxnun AGT: I e ree. You've done a fine job in helping them. JCTnJ: r"hanks. Children, till you stot for a few minutes. Your father wants to lioten to the hwrket renorts. You con continue to grnctice leter. How nhout you, Lr. , do you want to heir the reports, too. n‘. 51‘: All]: 9 0 '~' , ‘ ‘ H .-. ulssolve to “kt. neporter * ’~"n 75..1*.'\““-r.'1 71") h x "717} myvp "JV“ 1313+; ‘I :LJ— . -34‘J-L -u .1. -‘J‘ ‘VI Jr_J;J .LJ 1...” . h‘:;;_‘.yJ m REICRT AID FAR? AID 1073 EELS Dissolve to CU of agent 37?: "e oetter ¢et started neck to the office. Awfully glad you joined us today. how about nex week? be seeing you. Dissolve to film loom ‘.':. {1 A“ 1' T ‘T'Q ‘\ 3U $1.; Show Date: Fourth geek in august Snow Time: ooturtay, 2:37 3.14 ‘I ‘5 . fiv '1 EgA—i'WVT- - 3'3 deaths Life Insurance for harners harket Reports Farm and home rajews Q73 TT‘TI' truth-71 1 117 — " T'V‘Y'n :ah‘lsgdd- .v 13;.) 11.1..) _ .L.__.IJ.]:1 \ I. County agent's Cffice I) ('3 H) [-5 F’- O (D II. Inourance Agent's IV. Cutdoor Set —. V. Transition to hemorter 4. VI. narket deporter —200— 8. LAJ "-L!-' .L. Extension Agent Insurance exyert Young farmer Young farmer's wife Farmer aged about to “a rket Eeyorter 4C) a (D FVV drapes a chair I and Weather maps 33161173111911 mt tam1". -'.."‘- Jl¢~olve ta Lo Ll “Ll;- nuncer ;in lie 'iltcn1en n quarter.n“ a" le CU of action U) 9 slat H‘t”CV°‘+l(n A. A. CD J H ‘1’ D) L.) H K.) -I O k 9 g H L4 H d H (‘1' ’ v—J ’ l :4 {.3 '7 ”4 ,._) l 'l h H C4 (4; L") 1.; O p.) (1) I; LI (1: I“. :3 CO {6119"3 it, juzt uatch. dgples are good. you? (:4 13 I? TO CATERA) ju; t cu+tinj u; acme for a salad. Thev not only adj to the t~€t3 Cf the sal;d, but aflj cclcr, tco. ”'" V" ”’.’.' "'7th ‘ ”J“ L“ "7’7"" 7’ ‘2” r ,' -T'~.' 7‘ " $1.4. L"...~ -..'.\.. L ._.’: .. L J: HQ“: t... it; ... J J I) A JJIAD - fix"lain O Q .~ ‘ - .4,‘,1 ° 03A 0: UQLU 11 sal (3fte bsfn: washefl carefully, the a plc are quarter Ci, cu,-up, cagUingd XJitl C;nlz;e, rulblus, CU Cf li ;t of Varie to use eetinr salids, etc. 15 of fimker CU of procedure of easinx CU Cf finished baked article CU of apple varieties fur cooking is... on; .3?“fl&l38o A l rye s,oonful IE ploced on i lettuce leaf) heads list of varieties to be "i: Anules are chd, too, in cther things - pies, adilesause, baked, etc. Cne of the ways iy faiily is p: rticular ly fond of eating aggles is apole pin wheels. If you want to try a r;ew dessert on your family, here is one that is sure to please DE; C‘“UZJTZJ TIE 35'1“” CF AIILE II ”'”"‘lo siplain as it is none. Irocedure: Ilace biscuit dough on lifihtly floured board and roll into rectangular shame. ‘ egread dough with b tter and ccver mith finely chopped aggles. “C11 dcugfi as for jelly roll, out into 3/1 inch slices, place slices close tC gether in greased baking pan and bake at #250 for 25 to BC minutes. Take a previously {repsred apple pinwheel from the oven place in serving dish. ;KR: There are so many ways to prepare apples for annetizing meals m1 t I CCuld be CCOlHllg all day. But, here are some of -237- the varieties used for cooking. (READS LIST CF AIIL: VARIITITS) solve to CU of man vith en“ty polyethylene as and dish Cf aggle ATT: She sure took care of 1y be; 0f effles, but enYway I Got Cur trip his Lone fest today; it's tiwe he got back to the office to nick p the market - u I D1ssclve to film locp IJJICAL IRIDGE: 7‘! . I"‘f «p ' "'m '5 “”m' n 1mg'l mr-r—j v. ,q-o-‘vv-v-ar-n UleOlve to VU L’J. A..-J~L.L. LIA; 4...?1: II""’D .L.L--.J A £A-';J. 3.1L -' - ...-\4- --.'\ \- - .3".." “3'71 .P' "‘ m- " ‘z‘l‘nt‘I """1 't: AMAr \Cb L\€3;IL‘.LIte«C -lJJl -34. A-O'LIJJ LJ1:11-.‘1$:L.’ il'yl "J L.::J..'~J) v- ‘~ Ui ssolve to Film loop Tlniu "J O 0 Close DJ ].1 CJ £0 Jtun L JT'S c: VISIEILG y 11 Show Date: Second neek 1n Seytember Show Time: Saturday, l2z3C o.m. Edi; .L.-;L:3 . :1 XI. CIT Weuther County extension A3cnt Crow Your gun Fish CCnserv tiCni st In Another norld 393 eeper Acme safety Tips As ssist::.nt extension A eC t Earn: and 1.701.218 hex-.8 .19qu 3| Aergct heports Aarket neporter 77-1 fi'f‘vm n - )r --'- I!" g-r-y ~75 S-L’J‘UJ) .' LAD 5-4.1 131-31. . --'. .i I .I J ’1 . I. 1 -_.° 1 ”.0 I. bourlty AJAitCIILLULL I ..L 'r 1'“ =7- «:1 ~x LI. Lish LrC- rarm Lend III. In Another world IV. lioue Jafety Reporter ST'Q GO (.er V1180 ( Film Locp finger Title Slide Dissolve to L8 of A; ent p ecticing with a c; sting rod Til-LMIa. one on in. 'm Jrey Crajes gee; ifhi ctr 1r -aeel, the r exp, flannel- Lrji‘l lictures LiVe fit h 11C- pail ngnetic hoard cr blacLChcerd \ Lertilizer set G C;; Ll geutrel Jeehive Art‘ ICI'K LiCthe 3 L113 clip Candles lip stick backdrOp Cr slides Crude wax Comb honey LCttle of honey Talle Lee veil d: C“er live tccl livinC room with stairs ELL; .Allz’r ”'IC' rrug, Rubbe net Artyork Safety check sheet I“ set H: gene as I Cu f 11 nUdiO Stendard Cpening junt practic- 11CA1LH skill before we Cover shot 2 Shot Dolly in to KS of Sec. at the weather map CU of maps and cut-outs CU of Secretary Dissolve to Film L00p ’ -239- C; no to see a well-stocks" farm pon . ae've been invited out to see for ourselves how fish grow in a farm pond and also to try our hand with the fishing pole. qe'll also see Lhat can haggen in a home when we forget to take some common safety precautions and we'll finizh up our visit in another morld. I'll get my fishing gear together and we'll be on our way. (STARTS TC icyj CUT) (SECRETARY mxrx;3)’ 330: day I know you are U anxious to get out fishi g, but how about the weather? AGT: fihy don't you give it today for a change? 323: Lkay. (G V33 TIE JEATUER FORECAST) 1r. is out in the car waiting for you. haybe you had better get started visiting. FUSICAL BRIDGE: Dissolve to BC f1icture explain the significance of of farm pond the farm send as a source of recreation, conservation, and even irrigation,'and fire protection. lictures of ponds in Various sta gee of cen- Explain the size and type of pletion ponds Type - dugout or dyk Size - area needed Depth of pond Slope of banks CU’ci‘ ail tween] in Ex: . e ti. o stocking fish used in.stockin1 the pond CU of live specimens of 5158 and hluegills used fish used in stockins Brook Trout also used \J Explain how young fish live and M grow in the fa m pond Using a blackboard or magnetic board show the food cycle and Enslain relation between plankton, insect life, and fish CU 33? of fertilizer and Fertilizer needed to grow how it is used plankton, how much and when to add CU of magnetic board showing Growth rate under 500d management the various size fish by ages conditions 1 yr. - 2 yr. CU of live fish (mature) The results of good manage ent layed on a measure construction, and reasonable use. Dissolve to series of pictures Summarize the uses of o farm pond fie hin:5 from the pond swimming in pond firepumper near pond irrigation pump and line from pond Dissolve to film 100p I..UE Al FRIDGE: Dissolve to C CU of large beehive on back drOp Agent enters through Opening Dolly in and dissolve to honey in combs CU of artwork l. aorker 2. Queen 3. Drone CU Iictures or slides in series 938 larvae pupa adult Dissolve to agent coming out of the bee colony -241.- EEKBEZER: (DRZJJED IR 333 ill, .ILH '* L423“ nun KIT/'11 TCCL) Come on, let's VlEit another The world of I world. the honey bee. and here we are inside the bees house. here are the frames of honey comb in which the bees store their surplus the honey. The surplus, of course, is the part that we get. This bee house is inhabited by a whole colony or society of bees and their jobs are not too . fl much d11ferent than our own. There are workers - (DEFIKB JCB) l‘ h' queen - (h- J #3 H t ;J H 33 JCB) Drone does no work - (reason for drone) The bee colony has janitors, nurses, wax make s, honey makers, fanners, guards, and field bees. mir‘, 'r’ r’TfT'fi LIT-“1 (11.4.1 LAID: l1 .5 ~ 11.11- m: "1‘- 75." '3‘1.‘ J. 3.4.1.4 My...) CYCLE CF I wouldn't recommend that you try visitinq a bee colony vithout being prepared for the job. This Film Clip bees in action Dissolve to CU of Candles CU of lip-stick CU of crude wax CO :3 Q; CU of comb honey bottle of honey CU of agent bee veil protects your face and head from the bees and the smoker keeps the bees from being too active. This is what I mean by being active. Bees not only produce a delectable golden nectar - honey, but pollinate flowers of fruit trees, etc., making it possible for us to have these And then there are several other products made from the work of the bee. Jax goes into candles, as a base for lip-stick, and crude wax. The honey may be kept in the comb like this or may be strained, and put in a bottle or jar. I hope there is one thing that we have pointed out today and that is that bees produce more than stings and the resulting big bumps. ACT: Stick with us and we will show you something that is a lot more dangerous than bees. -243- Dissolve to film loop XUJICAL BRIDGE: Dissolve to LS of dummy SCUI EFF3013 - shouts, bumps, falling down stairs tLud and a jroan. hen enters and holds up rug L41: here's the culprit. This _ throw rug was at the tOp of the stairs on a nice slippery, shiny floor. It was a regular booby trap. Cf course, the person CU of dummy who fell down the stairs is only a dummy. but it could just as well have been you. hey, what Len on crutches enters hafhened to you? 031‘: You know the funniest thing. I was coming down stairs when I slipped on a rug, took about two flips in the air and landed in a heap at the bottom of the stairs. hag: You mean you fell down stairs? G_IF: That's right. And now I find how easy it could have been to have tied that rug down so it wouldn't have thrown me like a bucking bronco. “41: How is that? CU of rubber mat CRIE: I've got it right here. A non—skid type pad to go under the CU of Artwork 2 Shot -2r4- rug. It is supposed to keep the rug steady on the floor and won't let it slide. and if this doesn't work, I'll nail it down with tacks. V phi: The rubber pad will work all right, I'm sure. You know that accident of yours is one of the most common home accidents. CHIP: I don't know about common but it sure makes all my bones have one common complaint. Cuch! gal: day, did you ever realize how serious the number of home accidents are? although home accidents less often result in eath than do other types of accidents, but more farm people are injured by home accidents than any other type of accident. lore than a half million injuries result each year due to injuries in the farm home. CREE: Uell, I'm sure one of the half million. You know it isn't the crutches or the sore spots I have, it's the loss in time and especially the loss in pay. -2145- CU of Lan hai: That's usually the biggest cause of ;rief with accidents. after all, if it is an injury tine mill heal the mounds, but it seeds to take longer to heal a founded pockettook. 2 shot CZIF: I've got to be hcbbling along. "37: :y the way, be sure to watch for the booby traps around your home. You can easily check the acci- dent hazards with this checn CU of check sheet sheet. It can be had by sending a card to Let's Go visiting, , O 2 shot KAN: here, you better take one holly in to a Cu with you, Grip. hope he next of hen time we see yru the extra la;s ran with man to till be game. TV set Your host for the visit today has asked me to give you a chance to see the market reports. Here is the TV set;I'll be hajpy to have you watch it. Dissolve to screen of TV set *4 a \ ~'_ A ~~~_~;~- “no“ "- .1 as "Y‘* “g".. tlssolve to Larket reporter ”hunflT alenToR CIVLQ Ens lnRJET _- - a :30 '7- ' 1" —I -_ ~1 “ ‘ .. T‘ h ', ‘W" " - 1 'C ‘ n71 .' ' ‘t' hJ ‘- ‘- - ' - t . , I 4 ‘ ' .t-Ld- C‘zJ-IJ i‘AIJ-i' fi‘;~\.- ‘bL.u—\ J1 -.--J 5|;1JII Dissolve to Film Loop ThETE: Standard close 111 cc *1: 11111" .1.‘ -. I r711 0 ,‘ ”1.- ' _'1 :4...“ 0115.2. u'igt’c; .L..l.rJ. ‘.‘.3<'::\r in up? Lstww'fir We a (‘19. 1 g. - s r- r: QALL- $-LL.-C: U‘uufk “If, l~:/C :0 i. m .1 r1- 1:1 J:-—J-0—va. ..J.) . “,.‘ zifigtLJI‘ ”.1, 1 1... 1 . . 1 J 1. . .- 01:33.15; t-.‘.'-L7 beheld ‘LL"~ JJCC‘1-. yLllgr J. CA t Qt L, CA1: alibi-'1; gfl’cl 911163 1.53.? tiet ;;|‘J". ‘Urt j - .\ -u a _ ,-, - ‘ -x“ J: ;r 1.- :1;;~l ‘oL ‘4..- .—3 LI Ln: ‘8 "'1 ”’"1 - fifi ~ 1'“ 111-11.“ in“; ‘ ~f-fi Q JELL- -.¢.J .C ‘ 3 a J‘ .L ~\- .1. _. t .1- L») M 1+ . t 1 0:1 I. VL“’.‘L’ ‘1 :Ilt L; \lllce " TT r-ww ,“ m -: .. ‘ .r- . .;..L. ...l’ic; vClchl 01"51. ua-ll..l‘ - '1'1 --~ ‘ l' 1.1, '\ ' ‘3 III. rut otocn gno1 and — 1 sale v ? I ._.‘ .»- If. a Lir A—Jt -Ibg.‘ort\4r - 70 (\ m 1r 1o r-n _‘a-L. - i '— “ \L ar " ‘ '~ VCI-li'Ly. u‘-t'3:‘.i 1L11 [1‘1 [It 3{1 ....LA 1‘ 1“ ‘L 1"" inurub uLiJL Iter -51 - u._uL, :‘ (1.” #5 CU ('7 P- v ’ .J }_J H. J-PEAI‘ .(Axtr Lenore (D 2 . I i ) I‘ .\ fi ' 1 .T ‘11 1": I) f‘ .\_4.1_ e Urr k L'\ ‘K’ K) :- 3 i ‘5 5 -: 'H z ”1 ‘ ' :_" b "- v“ r- Uv a; 1,111». Quail. . '\ sel fi-mr 1112111- ...lvn \) -- , 1-4 1L-\4 :; J A- ’ 1J£-\~x T 'J ' ‘.’: r‘ ' C' I. "4 J t;. I‘ -9 {ii-5.1.1: I‘ :1 l gjtthje :.L11 Artutrr Zictures or 0 Grocery car Groceries set -_*:7 . ‘7 1.1.61; 8 .’\ was-1L icéfilcbcr ’1: ,. 5.14.1111 m. ' h .. 1 ,. 51/1. ~JS’n‘Qt Lf Cw“: C.) {111, gift :17 ....1:... - ..:: - .. *J\;:, \._. VV$-L‘_ ij‘lJ—él.’ Slit :"1‘. u . .. inerniueter {iitcfiien lictures Sbt alt; sells afliufiliCfiL ent JQJB as I Video Film L009 Super Title Slide ssolve to CU of dollar bill in ient1 '3 hand (.8. fl holly out to CU or CU of each gart of dollar bill CU of agent Dolly out to cover LET" shot -247- CC fIi-J' ITIL‘. 12 Audio 1gi: bitty—five --- forty-five. no t trunnvina.nxhiey a.t. . Fifty-five cents, that's the por- tion of the consume1's foad dollar that goes to the processors, distributors, and others who landle farm products. Forty-five cents, that's the amount of the consumer' dollar that yoes to the farz-Ger for his time, effort, and know-how in producing food and other agricultural commodities for his city cousin. Tod: y e vill visit some of f ) bhc pe ole who get a share of consumer's food dollar and C'- h (D see if we can determine shy they get a share and that they do to earn it. Also, we will learn about the fat stock show and sale scheduled for Bertember at . As we usually do, we'll take a look at the weather first. Ian titb agent to heather moo - CU of agent Lissolve to film loop Film or if done live - Lissolve to DU of grocery push cart being filled holly been to L3 of shonper anti cart Pan the store display to produce counter CU of frozen food display I'\ oU of conned food f‘ TT'D'.) ‘I'I‘l F“! ‘V-‘N TVf Y "1f‘ '1 :"fi (\TI'J—JJ ”13.31...-JLCB Lib‘-?a—JVL-tJ-L) r111... inat's all for the heather today, let's {0 Visiting. EUJICAL BRIDGE: \ .1 “hi: Cur first etc: is the auger f".‘_ market. Lhe market basket today is a symbol of the progress, ingenuity, and team york of A ericon industry, and agricul- ture which are dedicated to l the ta 5 L yroviding us a better F4) (1) standard of living. Today's hoaeuaker has the greeteot selec- tion of food its s ever Knotn. fhese foods ore at her finger tigs since she can tic; and choose. she is no longer limited by the istance from the Cu seas‘ns or the growing area. She can get fresh fruits and vefetables any time and can select them he self. If she prefers frozen foods, canned goods, they're waiting for her to 1ick then up. one can select frozen juice, fruit , ve stables, conglete frozen heals. Canned goods can be gurchased in tin or LS of loaded grocery c;rt and shopper lan mith her to cashier CU of check CU of tearin; a quarter of the check Dissolve to tuenty dollar bill (stage money) 1 ran with the money to the cash register LS of cas.ier handing nine dollars to the farmer to of ceslicr handin; leven dollars to worker (D in ;lass and the variety offered is unlimited. And that does all this cost ( . her: ore actual cash than it J. did three decades ago, but in terns of the family gay check it still costs twenty-five per cent of the family incone. To the typical family this re resents a cash outlay for food of twenty dollars a week.1 Twenty dollars to feed her family the finest diet in the uorld and gay for the work and services of pro- ducing the food, of assenbling it, frocessing, Lackaflinf, and nerchandising. Less than half goes to the farmer for the pro- duction of the Count ity and slightly more than half to the narhetin; service charges. so out of the consumer's veekly food budwet, nine dollars goes to the farmer for the food he pro- duced. Eleven dollars to the peonle who handle the foci from .L .0 Yarn to the cons'ner's kitchen. Usually foods that reguire more CU of arttork of one dollar divided roughly 1/4 and 3/4 GU of artwork of one dollar roughly 2/3.und 1/3 L5 of farmer as his share Ean with.ferger to store exterior 1e geckets Dissolve to film loop Dissolve to harvesting grain tith co bine CU of picture of plOWiHS CU of fitting soil marketing services, such as .rain grcducts - wheat to bread or cereal - jay less to the former end more to the marketing Tonltrv and ejjs gay more to the farmer and less to the merkstinfi services. of the consumer's weekly fey check. LUJICJL BRIBGB: here is the farmer with his power-driven machines harvesting the volden “rein tnet hes taken much of he yeur to produce. Cur farmer's cro; start: when the plow drops into the ground and starts turning over the dark, m‘ n ,. '~. 0 _r‘:? .-.~,. ’0 - ihe L011 lb fltLeu, _dLlfl£ a “laced ftr ‘ . A ~ied into the well-fitted '77. ,_ ’1. w ine la~se 11in - ‘ 2“ . Q the t growing I‘ I 0 A ’ n ..9 UV (.1. r..«l:1 rLLnLALn: intc sttrage hogge (a; CanKilie wuper fictures of tractorL, fertiliz r n 1 ‘_ ,- I LAG]. Lamp CU of picture of PCultry eatin grain -. V EJU'of grain loaded on truck will result Tn e bountiful I H. <2 U (._f. O i' - I' -‘ -" 1‘ H .— » "a \ ‘W t A -1. -’.:- , Ll: filr -br beCL-J GD 11.0rc ~ _ v - , 1 ‘ n .l,’), t ;J gust tne yrhaucer, is he- ccges a cansuscr cf the frocucts nn-rican m [._b F. L C c l- H ‘<: 5: C (‘3 "b (1' (D ) for 'he guchines, fertilizer, ' livestock gll are ('1 feed for ii r ,~ y:..,-Lr. 1‘ 1 .0, W. t, ,: *TLLJLLE Li the rarner s groin ."| consugiue «uhlic. arain that will 1-, .. , ,.‘ - r. ' .. . -p . (a ,i .3 ye yroceeao into ilLJI auu fl 0 0 1‘ ‘Q . '- .0 O (— " 11‘181757 Lhtc, LIES.) tr -£x¥ 11 xi .- . ...- ,_.- '.,,‘4. . -. . ,.- . it; sexy tL: .ixirixCL 1;.) GETS-il., Cl‘ : u ‘u, .°. .w.: b .t.. 411:, cote-111.*uio3age. \Lr'mneat ‘- 7 2y i ave the farm in the form of animal groaucts such as eggs and ;oultry meet, if the farmer '6 r‘ - ‘. ,A 7‘ . I‘.‘ .-- .v‘ 1" ‘1 ' reels ne can Cbmmufld a laiier “are of the consumer's food dollar. Cr gerhefs he will sell part A of his grain crOp and feed the rest. Let's follow this irain “f! , Y _ 'l, 1- fl,“ W K o and 889 ..nat 11;: pens to it. a Dissolve to film loop roanul E1:ID?3: SSOlVB to CU Of our former's :rain has icture of grain torage it the for he the re it is unloaded into an elevator nith grain from Cd of unloading 3rein other iar ere. here it remains until it i: needed at the flour mill, rerhags half-may across the country. GU of iictur- e of grain n Call from the milling com- being loaded into boat ;uny starts the grain on its journey toward the flour mill. It may es lo ;ed into hos ts and flout u down the ire at Lance to _,- ,5: 1,, ,: 1:-A ,.- ,.-,. L'ue Cl "the .mrllijn;.cenrter:a Cf ed < l'--‘ l) C 1 C d- O H I I c+ L. <1 (3" e T110083 ff) locally and shijpea as flour hy CU of gicture of freight rail. Je;;roless of th train Hey it U u": is shipped, our crop has moved too stogs close to the consumer's CU of boat unloading Upon_arrival at the hill, the CU of belt carrying bins in huge elevators. Jndless grain belts carry the grain to screen- CU of screener ing machines, where it is thoroughly cleaned; to roller grinders for '1'? Co of grinders grinning and for s oeration of the ( l C O ..b (.0 (I ‘. r J‘ <2 O (f: ca Lf bigger “d cf barrel: on truck u gicture cf interior of bakery a V CU of processes shaping ba”'”’ Lx L; f—' ( . slici vrepo P‘ 3.- (‘7‘ t. w .-\ :‘I lL ;. V H. CU of breed bein in large boxes t""' vU of loading boxes |._.b F H [”4 d (1 ‘l r ) .4 Ho * 3 e F rt. rf' O H (1 H {' ;~ (L bakeries ind into smaller begs fer heme use. Ste fiulls end FJ. ! {‘1 rd ( C ’17 S.’ 'J \l‘) H ('1 H r!- H {7 LJ' If: C: H (3 cf throu;hout with complete sunitation end testing in tne :enufecture of the intredients end the fin shed product, ylus absolute control and standardization tf the process. 'ne breed is RJCKdd into lurge Ll 13C};- ( s and distributed to stores, -254- restuurents, or gerhegs delivered sumer's home. I?) CU cf bcxos oren in store directly to the co Flour mey so into rolls, or into the dozen or more kinds of CU of rolls, cakes cakes that cun be bought in the store or ot the bakery. Cr the ilour thet started as wheat on the farm, several processes ago, may be mixed with other ingredients to be reteiled as cake mixes, cotkie mixes, guaranteed to equal 1 e 3!}; tie linest hL.;';_oe::‘a e froducts, by CD the single addition of liouids and gerhejs an egg. CU of ingredients do the homemaker cen purchise going into bread or cake the flour and other ingredients to make breed, cakes, cookies, CU of Cake flour and the like, or she can buy esgccially nede flours for yerticu- ler uses, rolls that ore ready CU of brown and serve for the oven, or ready to eat, rolls and cake mixes that require little CU of ceke mix package tine in the kitchen, or the finished product ready for the dining table. m] L .- ‘.Jo CU of Cuke Tut the more the market C 3 services do for the consuner, the greeter the cost to the weekly CU di 0'? CU of chart of fferences in cost these items of loaf of bread divided into various groups farmer - A slices trans., hauling, and aft;. in3redients — l miller - l baker - ll retailer - 3 of summary chart (pull chart) Dissolve to film 100p food budget and the smaller the share of the food dollar finds its way back to the farmer who produced time original croo of (rlegIZS 3153? Actually the cost of a loaf of bread can be shown 11th the use of its Various slices. (EXPLAIN Tie ACCULT rear core TC r33 F33- 133, :ILLrn, Barri, RETAILER, You see it takes the services of assemblin;, transyortinf, stor- ing, processing, packagi-g, mer- chandising, and retailing to change the form of the original CIOp into an attractive food for the consumer. Now let's contrast the services performs in turn— ing wheat into bread with that of hanging wheat into another edible food, eggs. we'll go back to the farm again. * T(V (1 .'| h'fi'T’.‘/’1‘{" ngv' 4) I U 1’8 L I) ...l .L .../"41.11 : Lissolve to CU of a basket of e33s LOU of one egg ~. C Lissolve to eeg before Candler scales and on CU eggs being put in cases CU of e33s being loaded into truck Dissolve to film clip of e33s beirng candled, \ei: hed, and packed in cartons CU of thermometer The 3clden kernels of grain ris far; were fed to poultry b~v on t to grouuoe these e 3e, which will he Marketed in the containers that nature desi igr ned so tell. Although egts do not change in form iron hen to consumer, the vices reguired are nun rous, unless the farmer re- tails his efjs to local customers. Larjer e33 froducers ship metrogolitan their e333 to a bi3 {raded, Market after the e338 are neighed, and racked in cases. frucks are ”sad to collect the (D gs at several farms and the eggs are aken to a refrigerated storage and again graded, weighed, and put in cartons containing a dozen eggs each. a. For eggs, efrigeratitn and high humidity are essential. Therefore, from the farm to the consumer, eggs must be kept at low temperatures. £533 may he handled throurh a hro ker or by a lar3e concern GU of truck moving e333 to store {7“ C1 (3 (" H: (D artwork shoving sion C) (1 <0 PH.) C3 0 re artwork of far er Lb of artworx of worker 34 tlat rerforms all the services A. .— incluoin; nerchaniising. 535$ are roved directly to the store, restaurant, or may be delivered to the crnsuuer's home.- To get the eg; from the farm the marketing services of assenbly, refri3eratini, trensyortinj, finding, :.ac1\:':;3i.n:, and merchandis- izg have been :erforned. For these jobs the marketing services receive 31¢ of the consumer's food doller thile the farmer receives 69¢. ne've visited the farmer - one of Ci million farm workers who produce the food for the nation. qe've seen some of the more than 5 million vorkers who grovioe the marketing services of bring- in; food from the fern to the consumer. The variation in the amount of the consuner's food dollar " ". that goes to the forwer varie from yemr to yesr and fro» com- r to oonnoditV. Although the share the far er rats is DU of artwork of farier iuoortant to the total income of ell far ers, a more important con 'Lier;titn to .he farner is tion to shat it costs hin to pro- duce the commodity. Dissolve to GU of erCGIy ne3irdless of the food item cart that adorn: the market basket today, it re resents the york groduction and processin c+ () O H. ‘( S: (P U) (D <3 (I .L" O 6 n; C” ‘<,' 3 n H H. O C. C: tion, in; tesnwork Lf Avericen ricultur iniust y, and labor, rgine to orovide the CU of artwork of coo35ra— people of th' s country xith big;- tion and teafimork nethoo 'T I‘T‘f‘l Dissolve to film loop LLZLVAL TETDTT: Dissolve to L5 of FAD: (ral“1u to himself) men looking at fat stock show and sale gay, t1 is looks like quite an anntunoenent I h ) \i‘. \ 3 l n ‘;:'/“ :1 r‘ .- . ‘4 ,‘V - a” ’ - .~ r\ v‘ — J- ‘ .v, a3ent ent._s L cools use tun;rn. dices A :3 .- h s »a. -.JLIl-qicglb -Lll L"y irCeZCI‘ooooo . an. m 1 ‘ {—1 ’V . x .0 ' ‘ ‘. 4. _ '," n~4i~‘~: Ill-1 t Lurk; \_»U‘LL‘L«.L LU Lnut -. a -. ‘4’) ' :'~‘_ gl‘r ‘fi't O L ‘7 ‘ 'v| ’3 1“ fit} ,—.. 1‘“, "‘Q (r l L-d \111 ~s~d In a,” O l 11 J Ll u L J- 1 C' C L.) t: l 1 V to 30 over to the fat stock show can buy sone beef to put in my You know that you can make arrange- ;":‘_ents for l‘lsvin: the animal pre- pared ftr the freezer at very C'f' little on“ Low ahtut going over there now and see how the preparations for the sale are coniig. 1.453: Fine , le '3 {70. . . . 'I .. Dissolve to filer loop molest. Bruises: Dissolve to picture of GT: Dell, this is mhere the show sale ring He J |.__1 (7.) :6 H H H 0’ 1'34 «1 H O; o 'o‘ f' "‘Il" -triu ed pest to have more than ell L-Jo :3 C‘- (D U) C.) H (D . animals to .. (J: ‘ f Lin: As I understand it, L-h clue members and adults bring the .. '- .‘ ’ ', — ’ , ' V r: "‘ unlulalo “are. 4.1133! L.aU_;t (L) H L: ('1. ('1 H H [:3 (’) F“ L)” '1: H) (U (U C4 |._ h ...J 7 J H H FJ. ('1 (J O ’1 .1. CU picture Cr lat steer CU of steer feeding CU artwork (balance 7 “iii nay, grain, calf, and finished steer) CU of artwork - monthly calendars with 300 7""1. :1 £1“; a steer ins this re 3y for the shcu and sale takes the beat yart of a year. Actually this steer started on used last Lctoler when a A—L club boy, 1.! H. e dad, LLLJ t?m2.h-fi cllflj agent selected the Calf from several .D-C‘ ,‘ Cl; I“; l J ’7 Li} £3 CJ h (' L ( C (L) H O 9‘ _: L d! ‘3 (I G) H (D ( I‘J “ —~ V ‘ tilil t '4': a 3 (+ (D (D H looking for a 5 short 1e33ed, thick, and that mould gain fast. Cnce the calf vas selected, it use taken home aid put on to these quorters for the next several months. actually the calf till get about tao ton of graii and a half ton of hay, and will gain at least tho pounds per day. The idea of this system of feeding s to fatten the steer rather H. t to have the steer make 5...) '7' T ‘34. J r-va F) growth in tver-all size. This goes on for ten months or about 300 days. The steer is r1 / .-~ A ~ ’ .-— ., .rfi. “a x, r' ~‘ steer futtcflu, snu u}:erCheS 7‘ .‘ ,. v.‘ 1 _'_‘. ‘ _‘ ‘3 o L tin; enu LhL tliz fcuulul ‘1” 4' .’ . r.‘ .5 . .- V.- . x .- {x . 4- ., r- .l . ..o -..: . ~, 1'- as; l:\ 1‘ L; wind 3 I. .2. L4: -711 ‘3';— C11 Cd :43? o icture of steer the snimil pl 111.; 7.1":L Slit3d CU be" to strut his stuff yine the steer is ‘1 H CU boy and girl brushing partial d brushed and york sturts in his hair. Actually this is like waving the heir although it isn't permanent and this is no beauty parlor. Lore time and KOIK goes into the preparation of the anime CU cf aniucl in the ring uhen he arrives at the show and sale. The animal is judged and later brought into the sale ring. {‘1 lhe biddin; starts and the sale price clihhs. Finally the auctioneer' revel falls and the steer has a I191}! CE“. {163 I‘ o 99.0f picture 0f sheep Although we only sgoke about 1:1 Sale the he1ra MHiIQS with the beef show CU of nc"e in sale rag cf shew CU of agent Follow action Dissolve to film Suger title slide -262- lambs eni nave, too, will be in- cluded in the shew and sale. in”: anyone can attend the sale can't they? U "T: Anycne tLat wants to attend the show 3nd sale should come to . AHQ while ycu are at the sale, talk to some of ing my doinn the job of feeding, ' » .CD . - ,3 _ 0 ~ . '- carlng lcr anu owning an animal. You'll en 0y talking with them. C-J. hhile we are here we mi;ht as well get the latest inferpation on the market. Here's your mar- !cet nan - . RglCSTER: (Gives the market renorts, end sane farm and home news) 321: (standard Close) Ljr's Gt Vijlrrxc ; 13 Show Date - Eturth week in degtexber Show Tixe - Saturday, 2:30 p.m. BILVFuRiis 'TiI?ITT Heather county fixtension Agent Farmer - hunter Farmer and fa ily Fire Hazards ~ sire chief Spot and stain neacval homemaker Larket neporter JBEOIteI SE;?EICEJ AID I} TERTIE3 I. County a;ent's office - Grey drapes Desk and chair Easel, flanneléraph, and weather maps II. Far er-Hunter relations - (utdccr drop Grass licni c b ._ L i. .L _. '-J..\ :4. ...J-J . »13L|Lii._l L _Tr~1 ' rfi'r " I ‘?\' I: '71- *‘fi 'rfr‘w‘a W1 vifiv-fi -.J-\ .L 13...._/ J. ‘6 IA .45.. ...a .L V1 :1 .. ._.. t 4 F" U) { n f“ H <1 kl (’f O ( ‘l + (" ._.b h of O :L .. D r 3 O O C . H (In LBJ K”: D C O F) .‘3 H L24 (3 O s (‘3 I...- C :3 (7'3? today. Low about biifl lent week. See you then. duper title slide rugr Trfl“) WIT V...;-5.J- .. a-\ J.LI ‘M r" » u—q-(r 9' fi fi '. - ‘ v-v I f ‘,~ p‘ . i v‘ ‘ A. I ' I i I ' NJLA - -ask ‘.-....- 'v"‘.-.'vl ¥-.J VLdJ The agricultural industry has undergone extensive changes in recent years...changes that love cone with the introduction and ergonsion of nodern production methods and continued educotion of the farmer in adapting these practices to his own u-e. The CoOperative Extension service, the educational nt of Agriculture, branch of the United States “apart: (9 through its county ;3ents in the field, has been instru- mental in providing the farmer with agricultural information. The fixtension Service has usrd the mass communic tions (1' sist them uith the (0 media to inform the farm fanily ani o 3 § interpretation of the information to their own situation. As new communications media develOped, extension workers grasped the Opportunity to use then in further informing the farm family. 61th the advent and expansion of tele- vision, extension leaders and agents envisioned a new and effective way of mass education of farm families, and an equally effective method of promoting better rural-urban understanding. Television, however, was an entirely different method of disseminating agricultural information. then- sion workers had no opportunity for training in the use of the television medium, and little or no published -277- '7. ireotionul material vas available. r. .J tenching methods Ho C L“) dxtensicn workers adapted extens C to television use, but needed assistance with television techniques, ideas for progress, and the adaptation of interest features or entertainnent features into the farm and hone television production." In 1951, the Lffice of Information of the United states Department of agriculture published two reports based on research with television films and visual aids. In 1953 tiis was supplen,nted by a third report, "frogran y hethods," and a handbook, "Television for You." Audience research was completed and published by the Universities of Illinois and Delaware, and Iowa State (D College reported r-sear h on nerheting of agricultural products and on the JCI-TV station audience. The need was evident for telev'sion progran ideas, .0 subject matter treatnent, and lor a legical procedure of planning and preparing farm and home television programs. To help meet this need of extension workers, the planning and preparation of a series of thirteen farm and home television programs for the extension agent's weekly tele- vision show was undertaken by the writer. The primary considerations of planning the television series were enumerated and discussed. These include program objectives, farm family desires in television programming, audience, time, frequency, and length of programs, program budget, station cooperation, facilities, and personnel, "3 K.’ -4 k..- and program sponsorship. (D Program-preparation considerations dealt tith w re: he ex ension agent as the television probran producer, progran content, forest, sources of inforration, participants and their training, visual aids, program scripting, transi- C‘- ions, rehearsals, handling give-away materials, program promotion, evaluation, and other production problems. Although previous research had treated some of these considerations of proprem pla nine and preparation, additional data appeared necessary. A questionnaire was develOped and mailed to a list of 156 county extension workers. The questionnaire attempted to determine the television participation of extension morhers, their (1) program practic s and procedures, and to learn their re- actions to the success of their television programs and (1') their desire for training and as istance. Uhile provided with a new method of disseminating more far; and home information, extension worsers were 0 also faced with the decis 'n of how to use this new :ediun most effectively. Specifically, they needed to determine how television could be used to improve farm family living, urban-rural relationships, to develog rural leadership, and thus further the work or the nxtension Service. The county extension agent vho had given unbiased (\ nlanninj and pre- \ .- r thought to the primary considerations of paring a series of farm and home television programs, was A in a position to interpret the medium's use to the county , 4. ' ... M, ., -_-- 84’. ‘U «1&H1LJ- i_rL‘~‘rV:;.-. selection of each program ‘.‘1__ ‘ll Ip‘l: V—s‘ \] 7‘) Ho l‘fi (f in j; 5..) ( ‘o {—1. H- I?‘ ., ,. 4.’ . -.).I."I.;l ‘.an sujptrt to CFVflSte ”r m o) x U I (.t- (t) (D \1' H ’d H H. C? to television as as (.0 f o ra-~‘,-\ -LCQCD 4‘710 -~-\J -290- urban peOple, and to point out the farmer's place in a democracy. Jith the primary purpose of ecwrc ticn, the program obi ectives are bnSSd upon the functions Lf good teaching. The viewers of farm and hose television programs (I) OJ auiience of rural, urban, and subur ;;n people Wes. The most important factor determining the f (.4 q makeup of the aucie zlce is the time of day of the program. Audience research among for; families indicates the most des hle times of day for a fern television program are on teendays, during the noon hour one evening hours from 7:00 to 9:00 p.n., and en rly Sunday afternoon. homemakers prefer evening or afternoon hours for viewing homemaker programs. However, station Commitments often determine the tire of day of the program, as well as the frequency and length of program. Station orogran tine, facilities, and the coopera- tion of station ;:ers onnel detersine, to a large extent, the format of the pro ra:;. Variations in available pro- ;raa time, :zcilities, an” the le roe of cooperation of per- sonnel are common among television stations. blthOUé h fare old home television programs are con- sid ered to be low-nudget shows, there is considerable Variation in the anount of expense incurred oy diff ent Program producers. few farm and hone television programs 0Perate with a special budget. F" County extension MCIfiEIS' appearances on television ,roerans var fron twice nearly to once a year. however v V 9 ’ rents appear at gore frequent intervals on their own television progress than as guests of station personnel. or u U. (T! st sopeorunces with station far; directors and other e ation personalities are most often reported by .11 confidence rained K" J extension workers. The experience an through guest apps; ances are valuable in future television programming. ghethcr extension sorkers make a fee guest appearances before presenting their own farm and home tele- vision programs was not deternined in this study. The extension oorker as the producer of the farm '\ and home television prograr is responsible for selecting Program tepics, program content, treatment, scripting, L. I selecting and training talent, selectin visual aids, planning transitions, conducting rehearsals, program evaluation, and program promotion. how well he Knows and ' w executes these responsibilitie determines the quality and impact of his program. He nay depend upon other county extension workers to assune some responsibility for pro- grams or progran segnents. however, the agent-producer is still responsible for the entire production, except during the time the program is "aired." The visual importance or television requires careful and thoughtful selection of visual aids. Actual materials referred to as "live objects" are most often used by the extension worker. Charts, models, pictures, flannelgraph, slides, blackboard, and notion picture film are used in that order. The expense of various visual ;ids, tie eguioment to make soecific visuals, station iaoilitiet, and the format L :J. of the pregran deter ine v :ual aid selection. although 4) ‘ extension agent—producers use several :ifferent visual aids, I further research is needed to explain vhy and how specific visuals are prepared and used in farm and home television programming. Thorough rehearsal and evaluation are essential in CD presenting a polished nnd effe tive program. hoaever, less t D (If: (1‘ )w FJ (0 than half of the agent respo- to the questionnaire used in this study reported "dry" rehearsals, and only 13 per cent reported canera rehearsals. This study points out cesirrhle practices and pro- cedures of planning, preparing, and producing farm and hoie television programs. It is essential, however, that extension agent—producers interpret and adopt these practices and procedures to their own situations. B BLICGRnIIY 2%. “CCifli Ward, William L. Reoortin' ”'rioul ure Constock lu lishin; ooh; ny, 1952. haller, Judith C. 33330, the Fifth detote. Cambridge: The Riverside iress, 19st. Iennell, Ellen. no: * 1n 2;. Linneapolis: Burgess tilis hing Coup*‘v 1954. I Lettinger, hoyle nd. Television Technipues. new York: Larper and Lroth- rs, 19A7. Ferguson, G. h. "Can 3 to Learning?" jxten; Hui 1953. hirhland, Lax. "Television...Tail or-maoe for agriculture, " better Earning Le hods, 2o:o, pp. LO - A2, June 1C53. nigeten, W. J. "TV and The County Agent," agricultural Leaders Dieest, 35:h, p. 30, April 1954. Anonyaous, "how to Get the feet out of Farm Radio and TV," Soonsor, 39.2743, lec::mber 29,1952. Byrnes, Frank. "'1ty-Farn Extra," Extension 3o rvice e p.131, July 1953. Johnson, Dorothy. "jnthu ciao? lubrica es the iron ram," Extension service Revis : ,th7, p. 112, July 1953. C. IUFLICATICIS CF TIE ”CVJTY“JIT, Lst”TD 3C3 ETIES Rib C'T ER LRGnLILnU CLJ hauch, Arthur. "A Farm Brice Irogram ," open ieetin s 0n Agricultural lolicy, Lo. 19, op rtuen of Agricultural economics, hicnigan State College, East La 1811:, 1953. ., FerEuscn, C. 1.1se‘0rt C: CLooer:ti Irtenrion Jerk LDC (D in n‘rie ultIJre a“; gt , Icr mi 5 1953. ..aenington, .C.\J., nitonCiCn cervice, " itxfii.;tetes Le:art:nent Cf niriculture. new York at te QLlle - ‘n eervioe, orn ne11 thension : 1917. es Cf A culture an d Lone Loonomics, .‘. . L d Cech, R. J., nern, L. R. ZreCentii; jooLCLic Info wti on to CCHSU"“ 3 b JeleviCiCn. flies, Ie.: 1018 Ctate College, a rioultural urge i ent Ct t icn, 1953. Rotue, T., upeeoe, l. n., Cigen, n. H. Lil 8, Television Report, section I. dashin'tcn D. «,; Radio and Television qer vice, Cffice cf 11ft r ticn, United states CeeortuCnt C1 n ric ulture June 1C51. Vi_euel Aids’ - ' VA -' r I '.1 7 r A r1 .'" _- -' Qfi'eece’ ;~.. [10; 011.514.3637., £1 J.‘ ; __ - O ‘ ‘ ~ "1 ‘rfi ': — ~ - " l‘.‘ Cn II. ”abuifl ton, C. C.. V 1 Television I.e;ort, oeo Radio L.nd Te -1eviCicn d U‘fiit'cd CDCth .;3 lJi';j_l€LI‘t;;g(;I1 CfHF$o Sgeece, I. 5.; dkelsey, A. 5.; Hagen, L. T. IrCfram Lethtfis, Televi:ion Re:ort,gectiC1 III. “achingtCn, L. 0.: Radio and Television servicC, Cffioe Cf Infor- mation, Cnited -ta tee nerartuC.t Cf A;riculture, oruCrv 1953. E: :tension Editorial Cffice, College of R;riou1ture, Unive Crsity Cf I linois, Televizitn Jae 3n Audience in Rural Illinois. Crbana; “CVLmDQT 1951 LcnlliCter, J. T. and “hitCC l. Iele vi Cicn for Lelaware noienakere, SPGCicl vir