Today
when we watch television, we often notice a small letter 'P' in the corner of
the screen, this refers to the fact, as one of the revenue tools of the station
broadcasting, there is product placement. This can range from the sponsored
drinks cups on the table in front of the ‘X Factor’ judges to the shop used on
the set of the soap ‘Fair City’. For an older generation of listener, they will
fondly remember the sponsored programmes like the Hospital Sweepstakes, Fry’s
or the Walton’s programme. It may seem like a modern development in Irish
media, taken from the cinema (check out the product placement deals for a Bond
film, eye watering amounts) but subliminal product placement dates back to the
test transmissions of 2RN in December 1925, 2RN the forerunner of today's RTE
Radio.
There was no advertising
initially allowed on the new Irish Free State radio station, 2RN, and the
station depended on the Government to provide its entire funding budget. But
businesses found ways around the 'no advertising' issue in creative ways. In
the weeks prior to the official first broadcast on January 1st 1926, a series
of test transmissions on 390m were conducted throughout December, intensifying
from December 14th 1925.
The 2RN studios were
located on Little Denmark Street, just of Henry Street. Much of the early tests
consisted of Station director Seamus Clandillon and Musical Director Vincent
O'Brien playing the in studio piano and singing traditional Irish songs. But
this changed on December 16th with the first outside broadcast relayed by the
station. Firstly, it would be a boost for the venue used, the La Scala Theatre
on Princess Street beside the GPO. Having opened in August 1920, the opening
did not go exactly according to plan according to the website Early Irish Cinema,
'When proprietors Frank Chambers and George Fleming
chose the week beginning 9th August 1920 for the opening, few people would have
been surprised that they timed it to coincide with Horse Show week, the city’s
busiest entertainment week of the year during the Royal Dublin Society’s
longstanding horse show at its show grounds in Ballsbridge. But things didn’t
go quite to plan as opening day approached. A split in the electricians between
those affiliated with the London-based Electrical Workers’ Union and the ITGWU
on what union the projectionists should belong to looked like it would leave
the cinema unable to open because of a strike. Last minute negotiations meant
that while La Scala did open during Horse Show week, it was not on the Monday
as planned but on Tuesday, 10th August. In the process, the unions had sent a
message to the management about the power of organized labour that seems to
have been heeded months later.'
But the
new venue was thirsty for publicity and to coincide with the test
transmissions, the theatre put on a special week of entertainment titled 'All
Irish Week' with music and entertainment before and after the showing of the
film 'Wicklow Gold[1]' starring Jimmy O'Dea.
With quality entertainment on offer especially the type of musical acts that
played well on the fledgling medium of radio and its proximity to the station
studios, the La Scala was a perfect choice for the new station's first outside
broadcast. Not only did the Theatre receive credit during the broadcast but
extensive newspaper coverage provided valuable advertising. The test
transmissions also included music from the in house La Scala orchestra under
the direction of John Moody. Moody had joined the new theatre as musical
director having spent many years at the more famous Theatre Royal on the opposite
side of the River Liffey on Hawkins Street.
The
arrival of radio stations in various markets around the world was eagerly
anticipated by listeners but not by the media already in situ and Dublin was no
different as newspapers were deeply concerned at the arrival of the instant
medium of broadcasting. The Irish Independent was one of the major morning
dailies along with the Freeman's Journal and deeply worried about the arrival
of radio. But the proprietors of the paper saw an opportunity in promoting
their newspaper firstly over the radio and secondly ahead of its rival
publications. The La Scala featured the 'Irish Independent Choir' also referred
to as the 'Irish Independent Choral Society'. They insured that they were
booked to perform during the 'Irish Week' and therefore in pole position to be
used in the test transmissions from 2RN. The All Male choir were ideal for
radio and were popular with listeners on their first appearance. Even the
Freeman's Journal in reviewing those first broadcasts had to refer to the choir
as 'The Irish Independent Choir'. The choir was conducted by William McGouran
and had won multiple awards and prizes at competitions including Feis
Ceoil's.
The test
broadcast on Wednesday December 16th featured the La Scala orchestra playing
for Opera singer Renee Flynn (see the Story of 2BP) and then the Irish
Independent Choir contributed four songs. One in Irish, a lament arranged by
2RN musical director Vincent O’Brien and then three songs in English, ‘JohnPeel’ arranged by Mr. Percy, ‘Three are Women’ from an opera written by Ashton
Oakley and ‘Comrades in Arms’ written by Adolph Adam. The Theatre owner George
Fleming was in the 2RN studio’s listening to the relay from his venue around
the corner.
Another test broadcast was conducted on Thursday 17th with an in studio music selection from William Manahan and his band playing Irish airs. Before and after each test broadcast Seamus Clandillon in his own form of advertising for his station implored listeners to purchase a wireless receiving license as required by law for radio 'listening-in'. A proportion of the license would be directed to the station to improve its facilities, pay the artistes and extend transmission relays and power. Further test transmissions included relays of 2LO from London and 2BE from Belfast.
If you want to support my work in preserving and presenting the history of Irish radio and archive as much broadcasting history as I can, then for the price of a cup of coffee (takeaway these days) you can financially support the work at - https://ko-fi.com/irishbroadcastinghistory
Interestingly on the day that 2RN launched, the Independent newspaper moved to new head offices on Middle Abbey Street from their location on Dame Lane. Their move consumed more column inches than the launch of their competitor 2RN.
[1] The cast of Wicklow Gold included Jimmy O'Dea (Larry), Ria Mooney (Kitty O'Byrne), Chris Sylvester (Ned O'Toole), Kathleen Carr (Widow O'Byrne), Nan Fitzgerald (Moira Cullen), Fred Jeffs (Dr McCarthy), Joan Fitzgerald, Frank Fay. Released in 1922 it was set on Fair Day in Avoca, Co Wicklow, an old farmer, Ned O'Toole, determines to 'make a match' for his browbeaten son, Larry, but Larry is courting Kitty, Widow O'Byrne's daughter. Ned wants Larry to marry a |g| wealthy farmer's daughter. Ned is thwarted in his ambition when Kitty and her mother trick him into believing that there is a gold deposit in the river that runs through the O'Byrne’s land. As a result, Ned gives his consent to the marriage of Larry and Kitty. The film was produced by Irish Photo-Plays Limited
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