AND NOW IT’S TELEVISION IN THE MORNING!

For the first time in this country television now brings regular morning programmes. They are here introduced by MARY HILL, Editor of “Morning Magazine.”

IF you were offered the task of compiling an hour’s week-day television programme for women, I wonder which hour you would choose? One thing I can tell you is that it is extremely unlikely that you and your neighbours would arrive at the same answer.

The afternoon may seem the obvious time, but is it?

Radio and Television afternoon programmes command an audience dominated by women over forty, with children off their hands, and time on them.

Elevenses

THE mother of the young baby cannot see them because of the two o’clock feed and the afternoon walk; for the toddler, too, the afternoon is the time to expect Mummy’s attention and the fun of an outing; over-fives have to be fetched from school at half-past three, no matter what the attraction offered by TV, and four and after brings tea-time and the arrival of the older children.

Most women that I know, having got a husband and schoolchildren away between 8.0 and 9.0 in the morning, whisk round the home dusting and tidying — and usually pause to draw breath and have a cup of tea or coffee around eleven.

By this time a baby is fed and, we hope, settled down to sleep and the toddler deposited in pram or play-pen.

Surely the woman at home, like any other worker, is entitled to, and needs, a mid-morning break? And — like any other worker she will get through quicker and better afterwards if she takes it.

So, we decided to offer “Morning Magazine.” It is in two sections. The first half-hour will begin at 10.45, followed by about another half an hour, beginning at 11.45, with a news bulletin at noon. In between there will be music.

If you are one of those who just can’t sit still there are lots of odd jobs that can be done while viewing — from ironing or polishing brass or silver to peeling the apples for lunch.

Some weeks ago I was asked to define the aims of our programmes. I then used the phrase “to bring the world into your home.” I don’t think I can find a better way of expressing them now.

Depression

MOST women today have held down jobs before they married. Most of them admit they get attacks of depression when they are alone in the house all day.

So above all we plan to bring real people to “Morning Magazine” — the famous and the not so famous. People with charm and gaiety to make us smile; people from other countries to widen our horizons; people who are doing worth while things to inspire us.

But because women are, above all else, concerned with their homes and their families, there will be practical programmes too.

A professor of international repute will be with us every other Monday to explain that “Diet” means a lot more than slimming; how proper food can not only make us look and feel better and younger, but, literally, help us live longer and more actively.

For figures

ON the intervening Mondays, Harriet Nyeman will offer help in curing faults of figure and posture by a revolutionary system of exercises which is widely recognized in Scandinavia.

There will be a weekly series about children; and cooking, varying from basic principles of making puff pastry to cordon bleu dishes, which will be featured every Wednesday. Friday will bring, alternately, Celia Irving with her week-end shopping basket and Elsa Court to show that it is not difficult to be a “handy woman.”

Women of all ages who are interested in their clothes will have a special feature every Tuesday. Interior decorating and furnishing will be discussed and illustrated by experts, and leading architects of the day will show houses they have built, and explain the reason for their design.

These are our plans. We’ve built these programmes largely on what we feel we would like to see were we at home. Now — we hope you are joining us, and if you will write to tell us of your likes and dislikes, we can build the programmes together from now on.

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