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to bring the number of TV stations up to 100 or more in one or two
years.
The reason we are starting the TV program on July 24 in
only SIX cities, and the second six on July 31 is that this saves
us $180 per week. The prints of the film of the program cost $30
each. This way we need have only six films printed instead of 12.
The stations broadcasting the program on July 24th will send the
films to the other six stations for July 31st. We are doing all we
can to CUT COSTS.
Another obstacle confronting our path since my last letter
is that we find the production cost is going to run at least 50%
higher than the estimate. We are doing everything possible to
reduce expenses, but TV can't be produced on pennies. It is the
MOST POWERFUL medium there has ever been to get a message to
multitudes of people. The TV experts tell me that "The WORLD
TOMORROW" TV programs are going to hit the TV public with a
TERRIFIC IMPACT! It starts out with various views (in different
programs) of our magnificent campus grounds---(now, Co-Workers, YOU
judge whether they are magnificent---you're going to SEE them!)---
and then, a close-up of the most mighty, majestic, kingly LION in
all the world (so his trainers claim!) sitting peacefully on our
beautiful lawn, a little girl and a 2-month old lamb beside him.
Then the little girl rises, and the lion and the lamb follow (see
Isaiah 11:6). It's a foretaste-PICTURE of The WORLD TOMORROW! I
don't believe ANY TV program starts off with such an impact! The
lion and lamb were on our grounds last Tuesday. And let me tell
you THAT was an exciting day around here! The lion is old
"Jackie," the MGM trained lion---as peaceful and docile as a
kitten. His trainer explained: "Jackie isn't tired---he's just
LAZY!" But, as you'll see, HE'S PEACEFUL! Just like it will be
after Christ comes! And our campus grounds are the most PEACEFUL
setting I know of.. But let me tell you---there's a thousand times
more WORK to a real TV production like this than you'd suppose!
Now, finally, even with these 13 stations starting off---we
are in populous and important centers where costs are high because
SO MANY PEOPLE will be reached---we were not able to reduce the
cost of station time below that which we shall save by cancelling
the radio Network. So what it means, finally, is that station time
costs are going to remain about the same, and we have this
PRODUCTION COST to meet in addition.
There is simply no way to avoid it. We CAN'T start on TV
with any fewer stations---we ought to have at the very least twice
as many, so MORE of you---as well as more NEW people---could see
it.
Let me say, dear Co-Workers, I am grateful to you a
thousand times more than I can express in words, for your
FAITHFULNESS, your LOYALTY, your SACRIFICE, and your PRAYERS! You
have been responding loyally! The only trouble is, there just are
not, as yet, enough of us. The tithes and offerings being received
for the work are holding right up thru the summer---and yet,
because of this increased TV expense, it continues to be NOT QUITE
ENOUGH TO MAKE ENDS MEET.