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07159_Field_TCUM T724.txt
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1996-04-10
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937b
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16 lines
Television and radio once again showed results high above
lecture and print. Unexpectedly to the testers, however, radio
now stood significantly above television. It was a long time
before the obvious reason declared itself, namely that TV is a
cool, participant medium. When hotted up by dramatization
and stingers, it performs less well because there is less
opportunity for participation. Radio is a hot medium. When
given additional intensity, it performs better. It doesn’t invite
the same degree of participation in its users. Radio will serve as
background sound or as noise-level control, as when the
ingenious teenager employs it as a means of privacy. TV will
not work as background. It engages you. You have to be with
it. (The phrase has gained acceptance since TV.)
A great many things will not work since the arrival of TV.
Not only the movies, but the national magazines as well, have