The Golden Age of Radio
By 1930 the wireless set was no longer an experimental apparatus, nor the enthusiast's toy. It was a practical means of home entertainment, providing news, music and education.
It moved from the 'Wireless Den' into the living room or parlour, and had now to look like a piece of furniture. Manufacturers wanted their sets to appear simple to operate, so out went complicated panels cluttered with knobs and switches, while in came the new motifs of the Jazz Age - Art Deco inspired geometric shapes, fretwork inspired by leaves or sunsets, and new, innovative shapes that had their origins in the Art Schools of Europe.
Wireless cabinets had to appeal for the first time to the lady of the house, who often had the decisive vote in the choice of set. Manufacturers realised that the appearance of the set was every bit as important in making a sale as the technical prowess. The more affordable sets were becoming more and more standardised technically anyway.
One of the most aesthetically different designs for a radio cabinet was produced for Ekco Radio Ltd by architect and designer Wells Coates, who amongst other projects designed part of BBC Broadcasting House, which opened in 1932. This radio set was of a circular shape, and unlike any other cabinet produced at that time. It was moulded in a new material, Bakelite, which was cheaper than the veneered wood used for most cabinets. Ekco had pioneered the use of this material in Britain since 1930, but the circular model AD65 is now considered a classic, as it was the first Bakelite cabinet to exploit the moulding potential of the material, rather than imitating wood.
Many other manufacturers produced interesting and unusual designs, as demand increased and almost every household aspired to own a wireless set. Most people could still not afford to buy a set outright, but instead opted to buy on Hire Purchase. Retailers and manufacturers offered their own schemes, but as prices fell throughout the 1930s, competition was strong.
One of the cheapest sets on offer was the Philco "People's Set", available from 6 Guineas (£6.6s). This was a British made set by an American manufacturer, available in various forms to suit the different range of mains electricity across the country. Some areas had AC, some DC, and at voltages from 200 to 250. Many rural areas had no electricity, so the battery model was still a popular choice.
