# LCMS Convention Proceedings_St. Louis Missouri_1956_S718
# Machine transcription, uncorrected — CHI Digital Archive (demonstration)

718

MISCELLANEOUS MATTERS

Since that early beginning the visible blessing of the Lord of
the church has rested in rich measure upon our Synod’s use of the
new television medium for the preaching of the saving Gospel.
Begun as a venture of faith, the telecast has gained a tremendous
amount of public acceptance. The greater part of the program’s
history, accordingly, falls within the current triennium.

Distribution: The television program “This Is the Life” is cur-
rently carried by a total of 284 television transmitters. Most of
these are in the United States. Included in this figure, however,
are 23 in Canada and one each in Alaska, Hawaii, and Puerto Rico.
The Armed Forces Radio and Television Service has also employed
the program.

During the summer the stations reshow the programs of the
current series.

It should be specifically pointed out that all of the time is
granted free by the television stations on a sustaining basis. The
value of the time thus contributed runs approximately $2,500,000
annually.

Scheduling: The routing of the program represents a very
complex operation. The prints are “bicycled” from station to sta-
tion so as to secure maximum use of a limited number of prints.

Mail Response: The mail response for the program “This Is the
Life” has been most gratifying. As of this writing, 2,000,000 pieces
of mail have reached television headquarters in the Lutheran
Building, requesting copies of the eighty-four page booklets This
Is the Life and Happiness Can Be Yours.

Telemission: Your Committee has paid careful attention to the
follow-up phases of the television program. With the co-operation
of the Synodical Board for Home Missions, through the District
Mission Directors, the correspondence reaching the headquarters
office is placed at the disposal of our pastors.

Every name received at television headquarters is thus con-
tacted by the nearest pastor, with the view of bringing the prospect
into closer touch with his nearest Lutheran congregation.

Audience: A careful survey prepared by our advertising agency
estimates the weekly audience to number approximately 10,000,000.

Awards: The excellence of the series “This Is the Life” has
been recognized by the television industry and by civic groups.
During the past triennium two awards have been received from
Billboard Magazine, two from the Freedoms Foundation, and two
from the Women’s Research Guild.

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