regularly scheduled television broadcasts in New York on April 30, 1939, with a broadcast of the opening of the 1939 New York World's Fair. In 1937 RCA raised the frame definition to 441 lines, and its executives petitioned the FCC for approval of the standard. By June 1939, regularly scheduled 441-line electronic television broadcasts were available in New York City and Los Angeles, and by November on General Electric's station in Schenectady. From May through December 1939, the New York City NBC station (W2XBS) of RCA broadcast twenty to fifty-eight hours of programming per month, Wednesday through Sunday of each week. The programming was 33% news, 29% drama, and 17% educational programming, with an estimated 2,000 receiving sets by the end of the year, and an estimated audience of five to eight thousand. A remote truck could cover outdoor events from up to away from the transmitter, which was located atop the Empire State Building. Coaxial cable was used to cover events at Madison Square Garden. The coverage area for reliable reception was a radius of 40 to from the Empire State Building, an area populated by more than 10,000,000 people. The FCC adopted NTSC television engineering standards on May 2, 1941, calling for 525 lines of vertical resolution, 30 frames per second with interlaced scanning, 60 fields per second, and sound carried by frequency modulation. Sets sold since 1939 that were built for slightly lower resolution could still be adjusted to receive the new standard. (Dunlap, p31). The FCC saw television ready for commercial licensing, and the first such licenses were issued to NBC- and CBS-owned stations in New York on July 1, 1941, followed by Philco's station WPTZ in Philadelphia. In the U.S., the Federal Communications Commission (FCC) allowed stations to broadcast advertisements beginning in July 1941, but required public service programming commitments as a requirement for a license. By contrast, the United Kingdom chose a different route, imposing a television license fee on owners of television reception equipment to fund the British Broadcasting Corporation (BBC), which had public service as part of its royal charter. The first official, paid advertising to appear on American commercial television occurred on the afternoon of July 1, 1941, over New York station WNBT (now WNBC) before a baseball game between the Brooklyn Dodgers and Philadelphia Phillies. The announcement for Bulova watches, for which the company paid anywhere from $4.00 to $9.00