VARIETY ON THE AIR.

New Zealand Herald, Volume LXVI, Issue 20244, 2 May 1929, Page 20

VARIETY ON THE AIR.

THE BRITISH! BAN LIFTED.

A complete reversal of policy between the music halls and the British Broadcasting Corporation was brought about recently by the Palladium, London, when the management broke away from the old understanding that no co-operation must exist between (ho music halls and the 8.8.C.

The Palladium broadcasts proved very popular, and almost immediately Sir Oswald Stoll, the managing director of the London Coliseum and Alhambra Theatres, also revised his policy. Hitherto, Sir Oswald Stoll has refused to allow broadcasting from any of his theatres, and artistes working under cor,tract with him have not been allowed to take up broadcasting engagements. In a communication from the Stoll offices, Sir Oswald's change of attitude is explained as bei-ng a rosult of the failure of other variety theatre managers to keep up a common policy with regard to tho relation between the music halls and the 8.8.C. In other words, a split has occurred, and Sir Oswald has now decided to avail himself of opportunities of securing co-operation with the 8.8.C.

Listeners all over Britain warmly welcomed tlio change. It hra long been recognised that the variety stage has exactly what broadcasting needs for the lighter part, of its programmes. Suitable "turns" can bo adapted to tho microphone with very little alteration. So far, not much seems to have been done except to carry out relays from tho Palladium and other London variety theatres, bub no doubt arrangement* will be made with tho managements whereby artists will undertake studio broadcasts at suitable times in London and tho provinces. Variety managers arc beginning to recogniso the value of broadcasting as an advertisement comparable to that which gramophone records afford.