above lecture and print. Unexpectedly to the testers however, radio now stood significantly above television. It was a long tune 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 been hit very hard by this new medium. Even the comic books have declined greatly. Before TV, there had been much concern about why Johnny couldn't read. Since TV, Johnny has acquired an entirely new set of perceptions. He is not at all the same. Otto Preminger, director of Aiatomy of a Murder and other hits, dates a great change in movie making and viewing from the very first year of general TV programming. "In 1951," he wrote, “I started a fight to get the release in motion-picture theaters of The Moon Is Blue after the production code approval was refused. It was a small fight and I won it." (Toronto Daily Star, October 19, 1963) He went on to say, "The very fact that it was the word 'virgin' that was objected to in The Moon Is Blue is today laughable, almost incredible." Otto Preminger considers that American movies have advanced toward maturity owing to the influence of TV The cool TV medium promotes depth structures in art and entertainment alike, and creates audience involvement in depth as well. Since nearly all our technologies and entertainment since Gutenberg have been not cool, but hot; and not deep, but fragmentary; not producer-oriented, but consumer-oriented there is scarcely a single area of established relationships, fromhome