BBC in the U. S.

U.S. radio does not worry about the possibility of the British Broadcasting Corp. invading the U.S. air. But results of a BBC survey, announced last week in Billboard, show that at least four of its U.S.-aimed programs (Transatlantic Call, Stars & Stripes in Britain, American Eagle Club and Radio Newsreel) have caught on with two U.S. audiences: the A (high income-education) and the D (lowest income-education) groups.

Incidental intelligence gleaned from BBC's survey of U.S. listeners: > 51 of 205 surveyed in Salina, Kans. listen regularly to BBC, like its war shows because they give "better first-hand information than U.S. broadcasts." Some objected to BBC because of the "speech."

> Knoxville citizens generally were found to take little interest in radio; many said their sets were out of whack. Only 4% had ever heard a BBC broadcast.

> When 18% of BBC listeners-in in Lewiston, Me. were asked what questions about the British they would like to hear discussed, a majority answered "none."

> Although 12% of questioned Washingtonians listen to BBC, most capital residents said they did not listen either to BBC or to U.S. broadcasts.

> In Omaha, 23% were BBC faithfuls, liked the newscasts, wanted to know more about British customs, British reaction to our war effort, British labor.

One specific item which the house-to-housers included in all their questionings was "British Portraits." Up & down the U.S. it was popular, unpopular--about a draw. A completely imaginary program, "British Portraits" was tossed in to test the accuracy of the survey.

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