WEBVTT - RCA During World War II

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<v Speaker 1>Get in touch with technology with tech Stuff from how

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<v Speaker 1>stuff Works dot Com. Eitherre and welcome to tech Stuff.

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<v Speaker 1>I'm your host job in Strickland. I'm an executive producer

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<v Speaker 1>with how Stuff Works in iHeart radio and I love

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<v Speaker 1>all things tech. And we are continuing our story about

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<v Speaker 1>our ci A and its history. It's celebrating one hundred

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<v Speaker 1>years in two thousand nineteen, so we're looking at how

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<v Speaker 1>this company came to be, and we left off in

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<v Speaker 1>the last episode talking about how our ci A formed

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<v Speaker 1>r k O Pictures, largely in an effort to establish

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<v Speaker 1>its sound on film technology called r C A photophone.

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<v Speaker 1>That effort began in nineteen twenty nine, just as the

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<v Speaker 1>world was hurtling toward the Great Depression, which wasn't that

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<v Speaker 1>great if you ask me. But in October of that year,

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<v Speaker 1>of the stock market crashed and a panic ensued, ultimately

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<v Speaker 1>wiping out the fortunes of millions of investors large and small.

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<v Speaker 1>The effect on numerous industries was devastating. Millions of people

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<v Speaker 1>were out of work. Businesses like theaters and restaurants were closing,

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<v Speaker 1>but one industry remained strong, and that was radio. Radios

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<v Speaker 1>were seen as an important element in the home because

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<v Speaker 1>they provided a means of escape through entertainment programming, they

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<v Speaker 1>allowed families to keep up with the news of the world.

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<v Speaker 1>The radio would even play an important part in economic

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<v Speaker 1>recovery when on March twelve, nineteen thirty three, which is

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<v Speaker 1>still in the middle of the Great Depression, US President

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<v Speaker 1>Franklin Delano Roosevelt FDR and O the Words, addressed the

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<v Speaker 1>country in a broadcast fireside chat to talk about the

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<v Speaker 1>bank crisis. Roosevelt urged Americans to be patient and to

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<v Speaker 1>trust the government as it worked to stabilize the banks.

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<v Speaker 1>That helped reverse a trend in which people had been

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<v Speaker 1>participating in numerous runs on banks uh and they were

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<v Speaker 1>in fear of losing their savings, so they were withdrawing

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<v Speaker 1>all their money from the banks, and it helped make

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<v Speaker 1>stabilization a reality and helped set the ground for recovery now.

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<v Speaker 1>In the mid nineteen thirties, FDR started the Rural Electrification Administration,

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<v Speaker 1>which was tasked with extending electric utilities to rural areas,

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<v Speaker 1>particularly farms. The national estimate for rural farms with electricity

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<v Speaker 1>was just at ten percent in the mid nineteen thirties.

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<v Speaker 1>Some areas like Texas were even lower, with only two

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<v Speaker 1>point three percent of farms having electricity. But as more

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<v Speaker 1>communities were getting access to electricity, more people began to

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<v Speaker 1>invest in radios, and so the industry continued to do

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<v Speaker 1>well even through the depression, and the depression wouldn't end

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<v Speaker 1>until nineteen thirty nine. That put our c A in

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<v Speaker 1>a particularly strong position. It had the National Broadcast Company

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<v Speaker 1>or NBC, and it's Blue and Red Networks. That was

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<v Speaker 1>a network of radio stations to networks of radio stations

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<v Speaker 1>technically stretching across the country that would broadcast material that

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<v Speaker 1>had been created in our CIA's New York and New

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<v Speaker 1>Jersey studios. This was the golden age of radio. Popular

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<v Speaker 1>formats included music, such as live performances from famous concert

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<v Speaker 1>halls and opera houses, but there was also a boom

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<v Speaker 1>in radio drama and radio comedy, as well as news

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<v Speaker 1>and game shows. All of those formats were debuting around

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<v Speaker 1>this time. These were programs that would precede the era

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<v Speaker 1>of television, and we're sort of experiencing these are new

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<v Speaker 1>today in the form of podcasts. We're getting a lot

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<v Speaker 1>of those sort of things like the various radio programs

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<v Speaker 1>and radio dramas. You can find lots of examples of

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<v Speaker 1>that on podcast today, and they kind of have their

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<v Speaker 1>history back in these old radio programs. Some of the

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<v Speaker 1>more notable programs that played on NBC included the Jack

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<v Speaker 1>Benny Program, Dick Tracy, The Spike Jones Show, Dragnet, Burns

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<v Speaker 1>and Allen and dozens more. Tons of programs came out

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<v Speaker 1>around this time. Now, one thing I find really interesting

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<v Speaker 1>is that NBC sort of created its own rivals. It

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<v Speaker 1>was an effective monopoly heading into the late twenties. In fact,

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<v Speaker 1>it really was a monopoly. It owned a huge network

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<v Speaker 1>of radio stations. There were still some independent radio stations,

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<v Speaker 1>but there were no competing networks. There was, however, a

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<v Speaker 1>talent agent named Arthur Judson, and he was getting really

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<v Speaker 1>fed up WITHINBC. He was frustrated. He kept meeting with

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<v Speaker 1>resistance when he was trying to get his clients onto

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<v Speaker 1>radio programs that were carried by NBC. And so Judson

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<v Speaker 1>did what any reasonable person would do. He created his

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<v Speaker 1>own network of radio stations, and originally it was called

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<v Speaker 1>the United Independent Broadcasters. But shortly after Judson founded this

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<v Speaker 1>effort in n he agreed to a merger with the

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<v Speaker 1>column be a phonograph and records company, and this new

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<v Speaker 1>company became known as the Columbia Phonograph Broadcasting Company. The company, however,

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<v Speaker 1>didn't do so well. It was up against NBC, which

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<v Speaker 1>was a giant in radio, and so they weren't really

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<v Speaker 1>able to mount a strong offense while they were starting

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<v Speaker 1>to accrue a whole lot of debt and they came

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<v Speaker 1>up with a big loss of money, uh, and that

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<v Speaker 1>led to an acquisition. In nine a rich dude named

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<v Speaker 1>william S. Paley, who had come into a lot of

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<v Speaker 1>money due to his father's successful businesses, bought the struggling

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<v Speaker 1>concern and he renamed it the Columbia Broadcasting System or CBS.

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<v Speaker 1>So you could argue that our c A created NBC

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<v Speaker 1>directly and CBS indirectly. And we're not done with all

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<v Speaker 1>of that yet. But first let's get back to our

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<v Speaker 1>c A. In the time around nineteen thirty and nineteen

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<v Speaker 1>thirty one, R. C. A. Victor would create the first

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<v Speaker 1>record albums to be played back at the speed of

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<v Speaker 1>thirty three and a third revolutions per minute. Now, this

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<v Speaker 1>isn't what we would call a long play or LP

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<v Speaker 1>record today, even though it was at thirty three and

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<v Speaker 1>a third revolutions. Now, I kind of covered all of

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<v Speaker 1>this in the history of turntables, so I'm just going

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<v Speaker 1>to give a relatively brief overview. In the early days

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<v Speaker 1>of flat disc records, most records were made out of

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<v Speaker 1>a shell ick compound material because it could hold up

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<v Speaker 1>to multiple playbacks. They needed something that was going to

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<v Speaker 1>maintain its shape as you played it over and over again. However,

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<v Speaker 1>shellec was not ideal. It was an abrasive material. It

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<v Speaker 1>had bumps on it, and that meant that a needle

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<v Speaker 1>going through the groove would occasionally hit these bumps and

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<v Speaker 1>it would cause the needles to move around a bit

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<v Speaker 1>and create noise in the process, So it wasn't ideal.

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<v Speaker 1>Standard playback speed at the time was seventy eight revolutions

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<v Speaker 1>per minute for a couple of big reasons. One was

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<v Speaker 1>technical limitations. The motors manufactured at that time were largely

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<v Speaker 1>in the thirty six hundred rpm range, so that was

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<v Speaker 1>readily available. They were inexpensive, so that's what these these

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<v Speaker 1>various companies were going after. They went with these motors

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<v Speaker 1>that would turn at three thousand six centered revolutions per minute,

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<v Speaker 1>and then they would use a gear ratio to uh

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<v Speaker 1>change that revolutions per minute for the actual platter. So

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<v Speaker 1>the motors turning at three thousand six center revolutions per minute,

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<v Speaker 1>and the gear ratio that was most frequently used, the

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<v Speaker 1>one that was again easy to get therefore cheap, was

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<v Speaker 1>a forty six to one ratio gear. So if you

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<v Speaker 1>do that math, you say, like, all right, for every

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<v Speaker 1>forty six times this thing turns, this other thing turns

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<v Speaker 1>one time, you end up with the seventy eight revolutions

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<v Speaker 1>per minute. The higher speed had a secondary function. It

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<v Speaker 1>helped smooth out some of that noise that would otherwise

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<v Speaker 1>be present when you're playing back one of these seventy

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<v Speaker 1>eight RPM records. It wasn't a perfect solution, but it

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<v Speaker 1>was better than playing them back slower, because if you

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<v Speaker 1>played them back more slowly, the noise was amplified. You

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<v Speaker 1>you just heard it more. But when Warner Brothers started

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<v Speaker 1>its vitaphone system for films, which I talked about in

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<v Speaker 1>the last episode, the company realized that it would need

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<v Speaker 1>a more efficient system than one that played back at

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<v Speaker 1>r p M. So, if you remember, the vitaphone system

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<v Speaker 1>was where you would record the audio for a film

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<v Speaker 1>onto a disk, and then you would synchronize the playback

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<v Speaker 1>of the disc with the playback of the film, and

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<v Speaker 1>that's how you got a talking picture like the Jazz Singer.

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<v Speaker 1>But using a seventy eight RPM disc was not a

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<v Speaker 1>great idea for that because at that speed it only

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<v Speaker 1>takes about five minutes for a a back device like

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<v Speaker 1>a turntable to play through one side of a twelve

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<v Speaker 1>inch disk. Slowing down the RPMs. Reducing the number of

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<v Speaker 1>RPMs would increase the playback time. It would take longer

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<v Speaker 1>for the needle to travel through the groove, and so

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<v Speaker 1>Warner Brothers used a gear ratio that had a hundred

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<v Speaker 1>eight to one and that created the thirty three and

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<v Speaker 1>a third revolutions per minute speed. R c A decided

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<v Speaker 1>to embrace that approach and introduced new thirty three and

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<v Speaker 1>a third rpm turntables in nineteen thirty one that would

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<v Speaker 1>playback discs that were recorded at that speed. These turntables

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<v Speaker 1>still use the larger groove that the seventy rb M

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<v Speaker 1>records had. However, this is before the micro groove invention. Now,

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<v Speaker 1>if you know your history of turntables, you've heard that

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<v Speaker 1>the company that introduced the long play album, the LP.

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<v Speaker 1>The vinyl LP was Columbia Records, and that this didn't

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<v Speaker 1>happen until the nineteen forty these And that's true. When

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<v Speaker 1>Columbia Records would bring this innovation forward, it did so

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<v Speaker 1>on a new material that was called vinyl, made from

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<v Speaker 1>PVC plastic, and it introduced the micro groove technology that

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<v Speaker 1>brought the width of the groove to the records down

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<v Speaker 1>to about a millimeter wide, and that meant you could

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<v Speaker 1>fit way more grooves on each side of a record,

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<v Speaker 1>and you could extend playtime to about twenty two minutes

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<v Speaker 1>for a twelve inch disc. But if our Cia introduced

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<v Speaker 1>a thirty three and a third format in nineteen thirty one,

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<v Speaker 1>why does Columbia Records get the credit for a thirty

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<v Speaker 1>three and a third album in the nineteen forties. Well,

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<v Speaker 1>it's because our Cier's efforts were a total failure. The

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<v Speaker 1>company had tried to introduce a brand new format and

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<v Speaker 1>technology right at the beginning of the Great Depression, and

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<v Speaker 1>while families were willing to make payments on their radio sets,

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<v Speaker 1>because a lot of families were buying these things on credit,

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<v Speaker 1>they would end up paying for their radio, say they

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<v Speaker 1>were leaves that would get rid of other luxuries, but

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<v Speaker 1>they would keep that radio because it was such an

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<v Speaker 1>important element of home life. They were not ready to

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<v Speaker 1>dip in and buy a whole new piece of electronic equipment.

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<v Speaker 1>They didn't have the money for it, they didn't have

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<v Speaker 1>the interest in it. They would rather just stick with

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<v Speaker 1>the thing they already had. So the economics just weren't

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<v Speaker 1>there for our Cia, so the company ultimately abandoned the

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<v Speaker 1>thirty three and a third format. When Columbia Records was

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<v Speaker 1>ready to debut its technology more than a decade later,

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<v Speaker 1>executives reached out to our Cia to see if the

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<v Speaker 1>company would want to license the technology and build its

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<v Speaker 1>own thirty three and a third turntables. But David Sarnoff,

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<v Speaker 1>who you'll remember from the last episode was the very

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<v Speaker 1>strong willed guy who was in charge of our Cia, refused.

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<v Speaker 1>He did not like the idea of conforming to someone

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<v Speaker 1>else's standards, particularly since our Cia had tried to do

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<v Speaker 1>it earlier. Instead, he would push our Cier to market

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<v Speaker 1>its own disc format, which would play back at forty

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<v Speaker 1>five revolutions per minute, and thus another format war began.

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<v Speaker 1>The speed wars. Our Cer would sell seven inch discs

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<v Speaker 1>that would play back at forty five rpm, and Columbia

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<v Speaker 1>focused on twelve inch discs at thirty three and a

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<v Speaker 1>third rpm. This took place in the late nineteen forties,

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<v Speaker 1>and by nineteen fifty, after seeing several artists leave our

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<v Speaker 1>c A to join Columbia, the company finally gave up

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<v Speaker 1>and began to create its own thirty three and a

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<v Speaker 1>third rpm long playing records. The forty five RBM disc

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<v Speaker 1>would become the favorite format for singles and juke boxes,

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<v Speaker 1>so it wasn't a total loss. R c A still

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<v Speaker 1>made money off of its format, it just did not

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<v Speaker 1>become the standard. I have a lot more to say

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<v Speaker 1>about our ci A and its innovations, but first let's

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<v Speaker 1>take a quick break to thank our sponsor. Okay, we

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<v Speaker 1>gotta jump back to the nineteen thirties. Now, we went

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<v Speaker 1>ahead a little bit to talk about the thirty three

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<v Speaker 1>and a third versus forty five rpm speed wars that

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<v Speaker 1>stretched all the way into the late nineteen forties back

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<v Speaker 1>to the nineteen thirties. In nineteen thirty two, under pressure

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<v Speaker 1>from the United States federal government, the partners that formed

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<v Speaker 1>our ci A all jumped ship at issue was the

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<v Speaker 1>monopoly like status that our CIA enjoyed as both an

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<v Speaker 1>operator of radio stations and as an arm for these

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<v Speaker 1>various companies to develop and sell technologies. So, in other words,

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<v Speaker 1>the government that had created this monopoly now felt that

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<v Speaker 1>maybe things have gone a bit too far, because remember,

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<v Speaker 1>the United States made this monopoly, they encouraged it, and

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<v Speaker 1>now they were saying, well, this is getting a bit uncomfortable.

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<v Speaker 1>So General Electric, Westinghouse and A. T and T All

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<v Speaker 1>sold their interest in our Cia to the new company.

0:13:47.280 --> 0:13:50.599
<v Speaker 1>It became an independent company called the r C A Corporation.

0:13:51.280 --> 0:13:55.680
<v Speaker 1>David Sarnov would remain in charge of this new independent company.

0:13:56.160 --> 0:13:59.840
<v Speaker 1>Our CIA was a pioneer and another big consumer electronic category,

0:14:00.000 --> 0:14:03.480
<v Speaker 1>which would be television. Our Cia had employed Vladimir's Warkin,

0:14:03.960 --> 0:14:07.120
<v Speaker 1>the television developer who had fought for the title of

0:14:07.160 --> 0:14:10.000
<v Speaker 1>inventor of television, a title that most people would give

0:14:10.040 --> 0:14:14.760
<v Speaker 1>to his rival Filo Farnsworth. Farnsworth first demonstrate electronic television

0:14:14.800 --> 0:14:18.040
<v Speaker 1>back in nine seven. Zorekin, however, had worked with a

0:14:18.040 --> 0:14:21.760
<v Speaker 1>guy named Boris Rosing in Russia who had been working

0:14:21.760 --> 0:14:26.880
<v Speaker 1>on a similar experiment more than a decade before. Farnsworth's demonstration,

0:14:27.080 --> 0:14:30.200
<v Speaker 1>but Rossing's work had not really reached a level of

0:14:30.200 --> 0:14:33.720
<v Speaker 1>sophistication interesting enough for big business at the time, and

0:14:33.800 --> 0:14:39.000
<v Speaker 1>it was crewed by comparison to Farnsworth's invention. Sarnov would

0:14:39.080 --> 0:14:41.080
<v Speaker 1>hires Warrikin to head up a division in our c

0:14:41.240 --> 0:14:44.920
<v Speaker 1>A to develop electronic television technology with the goal of

0:14:44.960 --> 0:14:48.400
<v Speaker 1>creating a consumer product in the future. Now as a whole,

0:14:48.840 --> 0:14:53.000
<v Speaker 1>our c A would invest around fifty million dollars into

0:14:53.040 --> 0:14:57.280
<v Speaker 1>this project, which is a princely sum today, but remember

0:14:57.520 --> 0:14:59.640
<v Speaker 1>this was back in the late twenties and into the

0:14:59.680 --> 0:15:05.560
<v Speaker 1>third season forties. That was a truly gargantuan sum of

0:15:05.600 --> 0:15:08.920
<v Speaker 1>money back then, and it shows how Sarnoff, the man

0:15:08.960 --> 0:15:12.080
<v Speaker 1>who had proposed the radio music box before becoming the

0:15:12.120 --> 0:15:14.640
<v Speaker 1>head of our CIA, could see how the future of

0:15:14.680 --> 0:15:19.880
<v Speaker 1>an entertainment might unfold. He was convinced that television would

0:15:19.880 --> 0:15:23.000
<v Speaker 1>be the next big thing after radio, and you certainly

0:15:23.000 --> 0:15:25.880
<v Speaker 1>could say he was absolutely right. Now, all of that

0:15:26.000 --> 0:15:30.000
<v Speaker 1>work that this investment would bring about would gets shown

0:15:30.000 --> 0:15:33.520
<v Speaker 1>off on a very large stage the nineteen nine World's

0:15:33.560 --> 0:15:36.400
<v Speaker 1>Fair in New York City. R c A demonstrated the

0:15:36.480 --> 0:15:40.840
<v Speaker 1>electronic television system there and broadcast the first televised address

0:15:40.920 --> 0:15:44.760
<v Speaker 1>by a US president, Franklin Delano Roosevelt. That same year,

0:15:44.800 --> 0:15:47.560
<v Speaker 1>our CI A would pay Farnsworth some licensing fees to

0:15:47.640 --> 0:15:50.560
<v Speaker 1>use some of his patents, and our CIA began selling

0:15:50.760 --> 0:15:54.280
<v Speaker 1>television sets. They were pretty darn small. The picture tubes

0:15:54.400 --> 0:15:58.080
<v Speaker 1>measured five by twelve inches or twelve point seven by

0:15:58.120 --> 0:16:02.000
<v Speaker 1>twenty five point four centimeters. So you might wonder how

0:16:02.160 --> 0:16:06.880
<v Speaker 1>do these electronic television's work. The heart of the technology

0:16:07.120 --> 0:16:11.440
<v Speaker 1>is the CRT, or a cathode ray tube. This is

0:16:12.000 --> 0:16:15.720
<v Speaker 1>not just how the images get generated, it's also what

0:16:15.840 --> 0:16:19.520
<v Speaker 1>serves as the screen that you look at in these

0:16:19.520 --> 0:16:23.360
<v Speaker 1>old televisions. I'm talking about the old big TVs, the

0:16:23.480 --> 0:16:26.960
<v Speaker 1>wide deep TVs, not flat screen or anything like that.

0:16:26.960 --> 0:16:31.200
<v Speaker 1>That's a different method to produce the same sort of result.

0:16:31.720 --> 0:16:36.240
<v Speaker 1>So the CRT is essentially an electron generator. A CRT

0:16:36.440 --> 0:16:41.320
<v Speaker 1>is kind of like a giant lightbulb, a more sophisticated lightbulb.

0:16:41.720 --> 0:16:46.400
<v Speaker 1>Inside the CRT is a filament, a small piece of

0:16:46.600 --> 0:16:51.040
<v Speaker 1>material that's meant to heat up and then shed electrons.

0:16:51.280 --> 0:16:53.800
<v Speaker 1>If you run current through the filament, it causes it

0:16:53.840 --> 0:16:56.880
<v Speaker 1>to heat up and as the atoms in the filament

0:16:56.960 --> 0:17:00.000
<v Speaker 1>gain energy they begin to shed these electrons. The elect

0:17:00.040 --> 0:17:05.880
<v Speaker 1>trons pop off of the atoms. Positively charged elements called anodes,

0:17:06.280 --> 0:17:10.439
<v Speaker 1>attract the electrons. Because opposite charges attract right electrons have

0:17:10.480 --> 0:17:13.119
<v Speaker 1>a negative charge, they get attracted to things that have

0:17:13.200 --> 0:17:17.240
<v Speaker 1>a positive charge. The old CRT sets had essentially a

0:17:17.320 --> 0:17:20.800
<v Speaker 1>focusing anode which would pull the stream of electrons into

0:17:20.880 --> 0:17:24.320
<v Speaker 1>a very tight beam, and an accelerating anode, which would

0:17:24.440 --> 0:17:28.280
<v Speaker 1>you know, accelerate the stream of electrons. The destination for

0:17:28.320 --> 0:17:31.960
<v Speaker 1>this stream of electrons is the backside of the television

0:17:32.040 --> 0:17:35.440
<v Speaker 1>screen itself. So you're looking at a screen on a TV.

0:17:36.040 --> 0:17:40.560
<v Speaker 1>On the reverse side of that screen, that's the backside

0:17:41.160 --> 0:17:45.760
<v Speaker 1>for you. That is where the electrons are making impact. Uh.

0:17:45.920 --> 0:17:47.800
<v Speaker 1>It's like looking at the fat end of a light

0:17:47.840 --> 0:17:51.200
<v Speaker 1>bulb if you think about it. That's what the television

0:17:51.240 --> 0:17:54.080
<v Speaker 1>screen is. So on the back side of this TV

0:17:54.160 --> 0:17:57.320
<v Speaker 1>screen is a coding a phosphor, which is a material

0:17:57.359 --> 0:18:01.000
<v Speaker 1>that will give off light when it's sighted by energy,

0:18:01.040 --> 0:18:04.399
<v Speaker 1>in this case, when it's struck by electrons. And coding

0:18:04.440 --> 0:18:06.119
<v Speaker 1>the rest of the inside of the tube is a

0:18:06.160 --> 0:18:09.520
<v Speaker 1>conductive material that's meant to soak up electrons as they

0:18:09.560 --> 0:18:12.600
<v Speaker 1>build up on the screen side of the tube. Wrapped

0:18:12.640 --> 0:18:15.879
<v Speaker 1>around the base of the CRT are two sets of

0:18:15.960 --> 0:18:20.119
<v Speaker 1>steering coils. One set runs parallel to the base of

0:18:20.160 --> 0:18:24.119
<v Speaker 1>the CRT and one set wraps across the base of

0:18:24.160 --> 0:18:27.760
<v Speaker 1>the CRT. These are copper windings, the kind you would

0:18:27.800 --> 0:18:31.280
<v Speaker 1>find in an electromagnet. In fact, they are essentially electromagnets,

0:18:32.000 --> 0:18:34.920
<v Speaker 1>and when you run electricity through the coils, you create

0:18:34.960 --> 0:18:39.280
<v Speaker 1>magnetic fields. These sets of windings are at perpendicular angles

0:18:39.320 --> 0:18:41.480
<v Speaker 1>to each other. Right, you've got the parallel kind and

0:18:41.520 --> 0:18:44.639
<v Speaker 1>the perpendicular kind. And one set is used to steer

0:18:44.720 --> 0:18:48.240
<v Speaker 1>the beam of electrons vertically and the other one steers

0:18:48.240 --> 0:18:51.119
<v Speaker 1>the beam of electrons horizontally. And if you change the

0:18:51.200 --> 0:18:54.159
<v Speaker 1>voltage in the coils, that directs the electron beam to

0:18:54.320 --> 0:18:58.639
<v Speaker 1>specific points on the screen. Now, when you turn on

0:18:58.760 --> 0:19:02.240
<v Speaker 1>this electron beam, it starts to paint the back side

0:19:02.440 --> 0:19:05.720
<v Speaker 1>of the screen. That is, it's shooting electrons at the

0:19:05.760 --> 0:19:08.280
<v Speaker 1>phosphors on the back side of the screen, causing those

0:19:08.320 --> 0:19:12.280
<v Speaker 1>phosphors to glow. The beam scans across the screen one

0:19:12.359 --> 0:19:15.480
<v Speaker 1>line at the time, from the top to the bottom.

0:19:15.520 --> 0:19:18.159
<v Speaker 1>So the beam first moves left or right across the

0:19:18.200 --> 0:19:20.560
<v Speaker 1>top of the screen. When it reaches the right side,

0:19:20.840 --> 0:19:24.600
<v Speaker 1>the beam turns off the electron flow and then rapidly

0:19:25.160 --> 0:19:29.360
<v Speaker 1>redirects back to the left and down one line, so

0:19:29.400 --> 0:19:32.920
<v Speaker 1>it goes down a notch, and then it does it again.

0:19:33.280 --> 0:19:34.800
<v Speaker 1>When it gets all the way down to the bottom

0:19:34.920 --> 0:19:37.119
<v Speaker 1>right side of the screen, the beam turns off and

0:19:37.160 --> 0:19:40.360
<v Speaker 1>it returns back to the upper left position and starts over.

0:19:41.400 --> 0:19:43.840
<v Speaker 1>It would take a while before broadcast standards would really

0:19:43.840 --> 0:19:46.880
<v Speaker 1>define how all televisions would work in the United States,

0:19:46.920 --> 0:19:51.480
<v Speaker 1>but eventually it evolved into this approach where a CRT

0:19:51.640 --> 0:19:56.240
<v Speaker 1>television would paint a screen sixty times per second. However,

0:19:56.680 --> 0:20:00.280
<v Speaker 1>it would only paint half the lines per for frame,

0:20:00.840 --> 0:20:03.840
<v Speaker 1>so in the first frame it might paint all the

0:20:03.920 --> 0:20:07.120
<v Speaker 1>odd lines so one, three, five, seven, and so on,

0:20:07.520 --> 0:20:11.160
<v Speaker 1>and the second frame would have the electron beam paint

0:20:11.240 --> 0:20:15.760
<v Speaker 1>all the even lines. So while the electron beam would

0:20:15.800 --> 0:20:18.960
<v Speaker 1>be moving across the screen sixty times per second the

0:20:19.160 --> 0:20:23.040
<v Speaker 1>entire frame of odd and even lines, the total screen

0:20:23.400 --> 0:20:26.919
<v Speaker 1>would be painted thirty times per second. Eventually, TVs had

0:20:26.920 --> 0:20:30.960
<v Speaker 1>a standard of five twenty five lines, so every second

0:20:31.400 --> 0:20:34.720
<v Speaker 1>the electron beam would paint a total of fifteen thousand,

0:20:34.920 --> 0:20:39.119
<v Speaker 1>seven hundred fifty lines. So our c shows off this

0:20:39.160 --> 0:20:43.920
<v Speaker 1>technology in nine. The company also broadcast the first televised

0:20:43.960 --> 0:20:47.600
<v Speaker 1>baseball game on May sevent ninety nine. It was between

0:20:47.640 --> 0:20:51.119
<v Speaker 1>Columbia University and Princeton. I don't know who won. I

0:20:51.160 --> 0:20:53.760
<v Speaker 1>didn't look it up, but it was all done on

0:20:53.800 --> 0:20:57.800
<v Speaker 1>a single camera, which I imagine created a somewhat limited

0:20:57.800 --> 0:21:04.159
<v Speaker 1>effect for watching on TV, especially considering that at the

0:21:04.200 --> 0:21:08.280
<v Speaker 1>time you needed a whole lot of light to get

0:21:08.280 --> 0:21:12.840
<v Speaker 1>a good picture on these on these televisions because the

0:21:12.880 --> 0:21:16.679
<v Speaker 1>cameras were limited, early television broadcasts were tricky in general.

0:21:16.840 --> 0:21:19.280
<v Speaker 1>The camera technology, like I said, required a whole lot

0:21:19.280 --> 0:21:21.920
<v Speaker 1>of light to create a strong enough signal to send

0:21:21.920 --> 0:21:24.040
<v Speaker 1>out to t VS, and a lot of light meant

0:21:24.080 --> 0:21:27.800
<v Speaker 1>that television personalities, you know, actors, newscasters, that sort of thing.

0:21:28.320 --> 0:21:31.879
<v Speaker 1>They were all pretty much exclusively white people at that time.

0:21:32.320 --> 0:21:34.760
<v Speaker 1>They would appear washed out on screen because they had

0:21:34.800 --> 0:21:37.960
<v Speaker 1>so much light on them. To deal with that, the

0:21:38.000 --> 0:21:42.440
<v Speaker 1>actors would often have to wear dark makeup, frequently green makeup.

0:21:42.520 --> 0:21:45.000
<v Speaker 1>It would show up better. And remember all TVs at

0:21:45.000 --> 0:21:47.880
<v Speaker 1>this point are black and white sets, so no one

0:21:48.200 --> 0:21:52.520
<v Speaker 1>knew that the people were all green because they're seeing

0:21:52.560 --> 0:21:56.600
<v Speaker 1>a black and white image. The actors, newscasters, etcetera. Would

0:21:56.640 --> 0:21:59.600
<v Speaker 1>often also wear black lipsticks so that their lips would

0:21:59.600 --> 0:22:03.679
<v Speaker 1>actually be visible on screen. Early TV sales were a

0:22:03.680 --> 0:22:06.080
<v Speaker 1>little slow. The nation was still climbing out of the

0:22:06.119 --> 0:22:10.000
<v Speaker 1>Great Depression, and it was an expensive new technology. And

0:22:10.080 --> 0:22:13.400
<v Speaker 1>another event meant that the entire industry would be put

0:22:13.400 --> 0:22:16.600
<v Speaker 1>on pause for several years. And that little event would

0:22:16.640 --> 0:22:19.840
<v Speaker 1>be World War Two. Now, if you listen to my

0:22:19.920 --> 0:22:22.960
<v Speaker 1>last episode, if you haven't, you should, you know that

0:22:23.040 --> 0:22:25.879
<v Speaker 1>the First World War was what led to the formation

0:22:25.920 --> 0:22:28.760
<v Speaker 1>of our CIER in the first place. World War two

0:22:28.880 --> 0:22:32.040
<v Speaker 1>would slow down the consumer electronics business, but our ci

0:22:32.080 --> 0:22:36.200
<v Speaker 1>A wasn't put into moth balls and storage. They weren't struggling. Instead,

0:22:36.240 --> 0:22:39.520
<v Speaker 1>the company opened up the r c A Research Laboratories

0:22:39.600 --> 0:22:43.120
<v Speaker 1>in Princeton, New Jersey, and for years the company had

0:22:43.160 --> 0:22:46.280
<v Speaker 1>relied upon its close association with General Electric for R

0:22:46.320 --> 0:22:49.440
<v Speaker 1>and D. But now it could pursue its own research

0:22:49.480 --> 0:22:53.080
<v Speaker 1>with its own facility with I think a hundred scientists

0:22:53.080 --> 0:22:56.000
<v Speaker 1>when they first opened up, and much of that early

0:22:56.119 --> 0:22:59.080
<v Speaker 1>research would be dedicated to the war effort on the

0:22:59.160 --> 0:23:01.840
<v Speaker 1>part of the United States. Our c A would develop

0:23:02.000 --> 0:23:05.919
<v Speaker 1>a smaller version of its Icono scope for the military.

0:23:06.119 --> 0:23:10.720
<v Speaker 1>The iconoscope was uh the television camera tube that Zorakin

0:23:10.880 --> 0:23:14.520
<v Speaker 1>had developed. So I described how the cathode ray tube

0:23:14.560 --> 0:23:18.840
<v Speaker 1>worked in a effort to display images. The econoscope was

0:23:18.880 --> 0:23:23.159
<v Speaker 1>how these images were initially captured to be transmitted to

0:23:23.400 --> 0:23:27.840
<v Speaker 1>a television And it's an element that has a particularly

0:23:28.000 --> 0:23:34.120
<v Speaker 1>peculiar shape. It would be inside the television camera. I've

0:23:34.160 --> 0:23:37.320
<v Speaker 1>seen the shape referred to as a barrel shaped bulb

0:23:37.440 --> 0:23:41.199
<v Speaker 1>and an angled neck. And there were a couple of

0:23:41.200 --> 0:23:43.840
<v Speaker 1>different versions of the econoscope that did not take that

0:23:43.880 --> 0:23:46.960
<v Speaker 1>particular shape, but most of them did. I do not

0:23:47.160 --> 0:23:50.760
<v Speaker 1>think I can adequately describe what this looks like. I don't.

0:23:50.920 --> 0:23:53.640
<v Speaker 1>I don't think it's within my powers of description. So

0:23:54.160 --> 0:23:56.960
<v Speaker 1>I suggest if you are interested in seeing what these

0:23:57.000 --> 0:23:59.679
<v Speaker 1>things look like, because they're kind of funky looking, you

0:23:59.760 --> 0:24:03.440
<v Speaker 1>go onto an image search and look for icona scope

0:24:03.920 --> 0:24:07.040
<v Speaker 1>I C O IN O S c O p E

0:24:07.200 --> 0:24:12.800
<v Speaker 1>because they do look pretty unusual. So they consisted of

0:24:12.840 --> 0:24:16.120
<v Speaker 1>a few parts. One part was called the target. This

0:24:16.200 --> 0:24:19.080
<v Speaker 1>was the area of the icono scope that would receive

0:24:19.320 --> 0:24:22.479
<v Speaker 1>the focused light coming from the camera's lens. All right,

0:24:22.520 --> 0:24:24.280
<v Speaker 1>So you've got a scene in front of you. Let's

0:24:24.280 --> 0:24:28.040
<v Speaker 1>say that it's a news scene. There's a desk, a

0:24:28.080 --> 0:24:32.680
<v Speaker 1>news anchor. You have very bright lights shining on that scene,

0:24:32.800 --> 0:24:35.359
<v Speaker 1>and that light is some of that light anyway, is

0:24:35.440 --> 0:24:39.720
<v Speaker 1>traveling through the camera's lens and it gets focused onto

0:24:40.200 --> 0:24:43.920
<v Speaker 1>this target. The target itself has an array of photo

0:24:43.960 --> 0:24:48.320
<v Speaker 1>sensitive dots on it, or pixels if you like, and

0:24:49.040 --> 0:24:54.239
<v Speaker 1>they would end up generating a different voltage based upon

0:24:54.320 --> 0:24:57.960
<v Speaker 1>how much light was hitting them. An electron beam would

0:24:57.960 --> 0:25:01.399
<v Speaker 1>sweep across the target. The electron beam is generated by

0:25:01.440 --> 0:25:05.160
<v Speaker 1>an electron gun that's in that angled neck I had

0:25:05.200 --> 0:25:09.679
<v Speaker 1>explained about just a minute ago. So you get this

0:25:09.760 --> 0:25:13.480
<v Speaker 1>proportional current flow from the dots based upon how much

0:25:13.520 --> 0:25:16.200
<v Speaker 1>light is hitting them, and the electron beams sweeps across

0:25:16.240 --> 0:25:21.200
<v Speaker 1>this and then it would send this signal out through

0:25:21.320 --> 0:25:25.160
<v Speaker 1>to an amplifier for transmission to television receivers that would

0:25:25.200 --> 0:25:28.920
<v Speaker 1>then reverse this process. Our ci A developed a lightweight

0:25:29.040 --> 0:25:32.199
<v Speaker 1>version of this for the United States military. By the

0:25:32.200 --> 0:25:35.040
<v Speaker 1>time the war would end, the company and the rest

0:25:35.040 --> 0:25:39.399
<v Speaker 1>of the industry would move toward alternative camera designs that

0:25:39.400 --> 0:25:43.160
<v Speaker 1>didn't rely so heavily on brightly lit environments, which, as

0:25:43.200 --> 0:25:45.560
<v Speaker 1>it turns out, are a difficult thing to insist upon

0:25:46.000 --> 0:25:49.960
<v Speaker 1>during wartime operations, so a lot of the television based

0:25:50.040 --> 0:25:53.080
<v Speaker 1>technologies that are c A developed for the military were

0:25:53.119 --> 0:25:56.000
<v Speaker 1>of limited use. I'll explain more in just a second,

0:25:56.119 --> 0:25:59.480
<v Speaker 1>but first let's take another quick break to thank our sponsor.

0:26:07.000 --> 0:26:09.880
<v Speaker 1>One of the things the modified iconoscope would be used

0:26:09.920 --> 0:26:14.640
<v Speaker 1>for was in a very early attempt to create unmanned drones.

0:26:15.359 --> 0:26:18.880
<v Speaker 1>In nineteen forty one, the United States military converted some

0:26:19.200 --> 0:26:23.320
<v Speaker 1>manned aircraft so that they could be controlled remotely. The

0:26:23.400 --> 0:26:26.200
<v Speaker 1>camera would mount on top of the drone and beam

0:26:26.280 --> 0:26:29.080
<v Speaker 1>back a signal to the operator, which meant there didn't

0:26:29.160 --> 0:26:33.320
<v Speaker 1>need to be visual contact between the remote pilot and

0:26:33.400 --> 0:26:37.080
<v Speaker 1>the actual aircraft. In ninety two, the military was able

0:26:37.119 --> 0:26:39.560
<v Speaker 1>to pilot such a drone on a test flight to

0:26:39.800 --> 0:26:42.920
<v Speaker 1>land on a target ship, and it was controlled from

0:26:42.920 --> 0:26:45.800
<v Speaker 1>a control aircraft at a distance of thirty miles or

0:26:45.840 --> 0:26:50.359
<v Speaker 1>fifty kilometers from that target ship. Pretty incredible now. One

0:26:50.400 --> 0:26:54.680
<v Speaker 1>of the projects that used this technology was called Operation Afrodite,

0:26:54.840 --> 0:26:58.560
<v Speaker 1>in which old B seventeen and B twenty four bombers

0:26:58.560 --> 0:27:02.360
<v Speaker 1>were loaded up with explosives and launched under human control.

0:27:02.840 --> 0:27:06.960
<v Speaker 1>You would have a tailing aircraft following behind and at

0:27:06.960 --> 0:27:10.480
<v Speaker 1>a certain distance from the intended target. The human pilot

0:27:10.720 --> 0:27:13.520
<v Speaker 1>of that B seventeen or B twenty four would bail

0:27:13.880 --> 0:27:17.639
<v Speaker 1>then parachute out of the bomber. The trailing aircraft would

0:27:17.800 --> 0:27:20.000
<v Speaker 1>have two pilots aboard it. One of them would be

0:27:20.000 --> 0:27:23.200
<v Speaker 1>controlling the actual trailing aircraft and the other one would

0:27:23.240 --> 0:27:26.439
<v Speaker 1>be manning the remote controls for the bomber. Actually, in

0:27:26.480 --> 0:27:30.720
<v Speaker 1>several cases it would require two pilots to control the

0:27:30.720 --> 0:27:36.320
<v Speaker 1>the remote controlled aircraft. Joe Kennedy, brother to John Kennedy,

0:27:36.440 --> 0:27:40.040
<v Speaker 1>a former US President, actually died while serving as a

0:27:40.119 --> 0:27:44.160
<v Speaker 1>volunteer pilot for this operation. Our c A also developed

0:27:44.359 --> 0:27:47.960
<v Speaker 1>technologies that would be used in glider bombs, and also

0:27:48.080 --> 0:27:51.159
<v Speaker 1>a program called the t d r drone, but the

0:27:51.200 --> 0:27:55.280
<v Speaker 1>technical limitations of camera and television technologies meant these were

0:27:55.320 --> 0:27:58.720
<v Speaker 1>of limited use. The tdr drone was probably the most

0:27:58.720 --> 0:28:02.959
<v Speaker 1>successful of all the different experiments, but at that stage

0:28:03.440 --> 0:28:05.480
<v Speaker 1>uh the United States had entered a part of the

0:28:05.520 --> 0:28:08.120
<v Speaker 1>war where it was more about brute force and less

0:28:08.119 --> 0:28:12.400
<v Speaker 1>about precision strikes, and so the tdr drone only had

0:28:12.520 --> 0:28:16.480
<v Speaker 1>limited use during the war, but the military contracts really

0:28:16.520 --> 0:28:21.879
<v Speaker 1>helped justify Starnov's massive investment in developing television technology and

0:28:21.920 --> 0:28:24.040
<v Speaker 1>admit that our CI a had the money to build

0:28:24.040 --> 0:28:28.040
<v Speaker 1>out its manufacturing facilities. So on top of those projects,

0:28:28.040 --> 0:28:30.800
<v Speaker 1>are Cia engineers at the R and D facility also

0:28:30.840 --> 0:28:35.280
<v Speaker 1>worked on radar antenna phosphors for radar screens, They worked

0:28:35.280 --> 0:28:39.200
<v Speaker 1>on acoustic fuses for various types of munitions, and they

0:28:39.320 --> 0:28:43.280
<v Speaker 1>also helped develop things like infrared cameras and navigation equipment.

0:28:43.960 --> 0:28:47.000
<v Speaker 1>It became one of the indispensable companies that the United

0:28:47.000 --> 0:28:50.000
<v Speaker 1>States would rely upon to develop wartime technologies that weren't,

0:28:50.200 --> 0:28:55.320
<v Speaker 1>you know, weapons and of themselves. Meanwhile, as the war

0:28:55.480 --> 0:28:58.640
<v Speaker 1>raged in Europe, our Cia would make another big move

0:28:58.920 --> 0:29:03.200
<v Speaker 1>back at home. In ninety three, the company was forced

0:29:03.320 --> 0:29:07.240
<v Speaker 1>to sell off its NBC Blue network and sold it

0:29:07.320 --> 0:29:10.600
<v Speaker 1>to a guy named Edward J. Noble. Now, if you

0:29:10.640 --> 0:29:15.120
<v Speaker 1>remember from our last episode, NBC was originally two different networks.

0:29:15.360 --> 0:29:18.080
<v Speaker 1>You had a Blue network and you had a Red network.

0:29:18.520 --> 0:29:21.200
<v Speaker 1>The heart of the Blue network was a radio station

0:29:21.200 --> 0:29:24.520
<v Speaker 1>that had originally been established by Westinghouse, and the heart

0:29:24.560 --> 0:29:27.440
<v Speaker 1>of the Red network was a radio station originally created

0:29:27.440 --> 0:29:30.640
<v Speaker 1>by A. T and T. The Blue network was mostly

0:29:30.680 --> 0:29:35.400
<v Speaker 1>known for non sponsored content like news reports and culture broadcasts,

0:29:35.840 --> 0:29:39.280
<v Speaker 1>and the Red network was the one known for commercially

0:29:39.320 --> 0:29:43.240
<v Speaker 1>sponsored entertainment and was the more popular and more profitable

0:29:43.320 --> 0:29:46.280
<v Speaker 1>of the two networks. Well. A few years earlier, in

0:29:46.360 --> 0:29:50.760
<v Speaker 1>ninety four, the Mutual Broadcasting System filed a complaint to

0:29:50.800 --> 0:29:54.440
<v Speaker 1>the FCC and said that NBC and CBS had a

0:29:54.520 --> 0:29:57.640
<v Speaker 1>d woppoli over the national radio market, that those two

0:29:57.640 --> 0:30:02.760
<v Speaker 1>companies had pretty much come completely dominated the industry, and

0:30:02.800 --> 0:30:06.040
<v Speaker 1>this case made its way through the court system because

0:30:06.040 --> 0:30:09.400
<v Speaker 1>the FCC agreed and ordered NBC to divest itself of

0:30:09.520 --> 0:30:13.720
<v Speaker 1>either the NBC Blue Network or the NBC Red Network.

0:30:14.480 --> 0:30:17.040
<v Speaker 1>R c A appealed to the Supreme Court but lost,

0:30:17.360 --> 0:30:20.040
<v Speaker 1>which led to the sale of the less popular Blue

0:30:20.080 --> 0:30:23.800
<v Speaker 1>network to Edward J. Noble, who had made his fortune

0:30:24.360 --> 0:30:31.320
<v Speaker 1>in life savers the candy not the emergency flotation device anyway.

0:30:31.600 --> 0:30:36.520
<v Speaker 1>Noble paid eight million dollars for NBC Blue A Prince Lisa,

0:30:37.200 --> 0:30:43.120
<v Speaker 1>and on June NBC Blue would officially be renamed the

0:30:43.160 --> 0:30:47.880
<v Speaker 1>American Broadcasting Company, or ABC, and so our c A

0:30:47.960 --> 0:30:51.160
<v Speaker 1>had a hand in creating all three of the original

0:30:51.360 --> 0:30:56.640
<v Speaker 1>major broadcasters in the United States. Radio and television broadcast companies.

0:30:57.160 --> 0:31:03.040
<v Speaker 1>The company directly created NBC, it inadvertently created CBS, and

0:31:03.040 --> 0:31:07.080
<v Speaker 1>then created the network that would become ABC. At the

0:31:07.160 --> 0:31:09.360
<v Speaker 1>end of World War Two, our c A was in

0:31:09.400 --> 0:31:12.719
<v Speaker 1>a strong position to build out the consumer television market.

0:31:13.120 --> 0:31:16.040
<v Speaker 1>The company had used its military contract money to build

0:31:16.040 --> 0:31:19.959
<v Speaker 1>out manufacturing facilities, and it can now rededicate those facilities

0:31:19.960 --> 0:31:24.000
<v Speaker 1>to making consumer goods instead of military equipment. Our c

0:31:24.160 --> 0:31:27.160
<v Speaker 1>A started selling black and white television sets in nineteen

0:31:27.320 --> 0:31:31.840
<v Speaker 1>forty six, so remember they had demonstrated it in nineteen

0:31:31.880 --> 0:31:34.160
<v Speaker 1>thirty nine, but World War two pretty much put a

0:31:34.160 --> 0:31:37.360
<v Speaker 1>complete stop to that effort. So in forty six they

0:31:37.400 --> 0:31:40.720
<v Speaker 1>start selling these sets and to create content, our c

0:31:40.920 --> 0:31:44.080
<v Speaker 1>A would rely upon NBC, which would not just make

0:31:44.280 --> 0:31:48.000
<v Speaker 1>radio content, but now television content as well. Many of

0:31:48.040 --> 0:31:52.040
<v Speaker 1>the popular radio series would be converted into TV series,

0:31:52.480 --> 0:31:56.440
<v Speaker 1>and this created a new challenge because now personalities couldn't

0:31:56.480 --> 0:32:00.560
<v Speaker 1>just sound great, they needed to look great too. This

0:32:00.720 --> 0:32:03.600
<v Speaker 1>was kind of the opposite of how things changed when

0:32:03.640 --> 0:32:06.800
<v Speaker 1>sound came to motion pictures, because before sound, it was

0:32:06.840 --> 0:32:10.600
<v Speaker 1>important that you look really good for the camera. After sound,

0:32:10.960 --> 0:32:14.160
<v Speaker 1>you also had to sound good for the microphones. Now

0:32:14.160 --> 0:32:17.120
<v Speaker 1>this leads us up to nineteen and what I call

0:32:17.240 --> 0:32:22.160
<v Speaker 1>the Great Talent Raid. CBS, which was also getting into

0:32:22.200 --> 0:32:27.280
<v Speaker 1>television production, needed some good looking stars and NBC had

0:32:27.320 --> 0:32:31.120
<v Speaker 1>a lot of them. So William S. Paley, the guy

0:32:31.200 --> 0:32:35.640
<v Speaker 1>who had purchased CBS, who had formed it out of

0:32:35.720 --> 0:32:39.360
<v Speaker 1>the company that Judson had tried to create years earlier,

0:32:39.920 --> 0:32:44.840
<v Speaker 1>ordered a talent raid on NBC. This involved CBS executives

0:32:45.040 --> 0:32:49.480
<v Speaker 1>offering lucrative contracts to many of NBC's big stars. And

0:32:49.760 --> 0:32:53.520
<v Speaker 1>previous to this there had been sort of an understanding,

0:32:53.560 --> 0:32:58.360
<v Speaker 1>a gentleman's agreement, if you will, that the two networks

0:32:58.480 --> 0:33:02.520
<v Speaker 1>would not dare raid each other for talent. And now

0:33:02.600 --> 0:33:07.800
<v Speaker 1>Paley says, you know what, Yeah, So they ended up

0:33:07.880 --> 0:33:11.640
<v Speaker 1>luring people like George Burns and Gracie Allen and Jack

0:33:11.720 --> 0:33:15.840
<v Speaker 1>Benny to jump ship from NBC to CBS. So our

0:33:15.920 --> 0:33:18.960
<v Speaker 1>c A and NBC built the network and a lot

0:33:18.960 --> 0:33:21.400
<v Speaker 1>of the technologies that led to the rise of television,

0:33:21.720 --> 0:33:23.840
<v Speaker 1>and CBS was able to pull a fast one and

0:33:23.880 --> 0:33:27.360
<v Speaker 1>make the transition from radio to television smoothly by hiring

0:33:27.400 --> 0:33:31.240
<v Speaker 1>away some of NBC's talent. Saranov had been a little

0:33:31.280 --> 0:33:34.720
<v Speaker 1>slow to adapt to the world that Paley had been forging.

0:33:35.280 --> 0:33:37.720
<v Speaker 1>Sarnov was really good at leading his company to sell

0:33:37.840 --> 0:33:41.920
<v Speaker 1>radio sets and televisions, and Paley had been more effective

0:33:42.000 --> 0:33:45.760
<v Speaker 1>at designing programming so as to say that the stuff

0:33:45.800 --> 0:33:49.200
<v Speaker 1>that it would actually air on those radio sets and television's.

0:33:49.480 --> 0:33:53.160
<v Speaker 1>Paley had embraced advertising as a source of revenue. He

0:33:53.240 --> 0:33:57.880
<v Speaker 1>was also wholeheartedly into creating sponsored content, in which a

0:33:57.920 --> 0:34:00.280
<v Speaker 1>company would pay for the production costs of a show

0:34:00.600 --> 0:34:04.040
<v Speaker 1>in return ver receiving heavy promotion, sometimes in ad breaks,

0:34:04.400 --> 0:34:08.960
<v Speaker 1>sometimes even within a show itself. Sarnov wasn't really crazy

0:34:08.960 --> 0:34:10.759
<v Speaker 1>about that type of business. He thought of it as

0:34:10.760 --> 0:34:14.799
<v Speaker 1>being distasteful, and reportedly he wouldn't meet with ad executives

0:34:14.800 --> 0:34:18.440
<v Speaker 1>at all. He delegated all of that to his direct reports. Paley,

0:34:18.440 --> 0:34:21.440
<v Speaker 1>on the other hand, would seek out those ad executives,

0:34:21.800 --> 0:34:24.719
<v Speaker 1>and so while NBC had a huge headstart on CBS,

0:34:24.800 --> 0:34:27.920
<v Speaker 1>Paley was able to catch up pretty quickly, even before

0:34:27.960 --> 0:34:31.719
<v Speaker 1>the TV era had begun. Sarnof did rise to meet

0:34:31.760 --> 0:34:34.680
<v Speaker 1>Paley's challenge and had the benefit of our c A

0:34:35.160 --> 0:34:39.239
<v Speaker 1>backing NBC up, whereas Paley was running CBS without a

0:34:39.280 --> 0:34:43.640
<v Speaker 1>larger corporation behind it. In nineteen fifty Just four years

0:34:44.040 --> 0:34:47.680
<v Speaker 1>after our CIA had introduced a consumer television black and

0:34:47.680 --> 0:34:51.080
<v Speaker 1>white set, the company showed off a new innovation. It

0:34:51.160 --> 0:34:54.399
<v Speaker 1>was one that would change television dramatically. This would be

0:34:54.719 --> 0:34:58.400
<v Speaker 1>color television, and it would take some time for the

0:34:58.480 --> 0:35:01.600
<v Speaker 1>format to become the standard and American households, but it

0:35:01.680 --> 0:35:03.680
<v Speaker 1>was another big innovation from our CI, a that had

0:35:03.719 --> 0:35:07.320
<v Speaker 1>a major impact on technology and culture. In our next episode,

0:35:07.520 --> 0:35:10.839
<v Speaker 1>I will explain how color television works. I'll explain how

0:35:11.200 --> 0:35:15.000
<v Speaker 1>our CIA's version of color television became the standard for

0:35:15.160 --> 0:35:19.000
<v Speaker 1>broadcast in America, and we'll also talk about some of

0:35:19.000 --> 0:35:21.720
<v Speaker 1>the other businesses that our CIA got involved in, including

0:35:21.719 --> 0:35:27.160
<v Speaker 1>things like semiconductors, electron microscopes VCRs, and how the fifties

0:35:27.160 --> 0:35:30.480
<v Speaker 1>through the seventies would be a boon time for the company,

0:35:30.680 --> 0:35:33.960
<v Speaker 1>but it would lead to some troubled times a little

0:35:34.040 --> 0:35:37.560
<v Speaker 1>later on, and what would happen in the eighties. So

0:35:37.600 --> 0:35:39.920
<v Speaker 1>we'll be following all of that in our next episode.

0:35:39.920 --> 0:35:42.160
<v Speaker 1>I hope you enjoyed this one. If you have any

0:35:42.239 --> 0:35:45.240
<v Speaker 1>suggestions for future topics I should cover on tech Stuff,

0:35:45.360 --> 0:35:47.800
<v Speaker 1>send me a message. You can email me the address

0:35:47.960 --> 0:35:51.560
<v Speaker 1>is tech stuff at how stuff works dot com, or

0:35:51.680 --> 0:35:55.279
<v Speaker 1>you can visit our website that's tech Stuff podcast dot com.

0:35:55.320 --> 0:35:57.680
<v Speaker 1>You'll find other ways to contact me and the archive

0:35:57.800 --> 0:36:00.719
<v Speaker 1>of all of our episodes on there. Don't forget to

0:36:00.800 --> 0:36:03.520
<v Speaker 1>visit our merchandise store over at t public dot com

0:36:03.640 --> 0:36:06.719
<v Speaker 1>slash tech stuff. Every purchase you make goes to help

0:36:06.760 --> 0:36:09.440
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0:36:09.480 --> 0:36:18.239
<v Speaker 1>to you again really soon. For more on this and

0:36:18.320 --> 0:36:30.840
<v Speaker 1>thousands of other topics, visit how stuff works dot com.