Corporation of America (RCA). Through the intervention of Gray, Quirino was able to get assistance from RCA. Prior to the first telecast, Quirino initiated the importation of 120 television sets through the 60,000 pesos loan that he received from the owner of Joe's Electric, who was, in turn, became the first to be bestowed with the right to sell television sets in the country. Finally, on October 23, 1953, Quirino marked the first official television broadcast in the Philippines with the launching of ABS' DZAQ-TV Channel 3 (DZAQ-TV 3). With the help of RCA, four men underwent technical training in the United States. These were Arcadio Carandang, Romualdo Carballo, Harry Chaney and Jose Navarro. The ABS studio was a makeshift barn along Florentino Torres Street in Manila. With the transmitter acquired from RCA, the telecasts were received clearly not only in Manila but also in the neighboring provinces. Except for the four engineers who was sent to the US for training, most of the personnel at ABS learned TV operations on the job. The first transmitter for the station was located in San Juan. DZAQ-TV 3 started out on a four-hour-a-day schedule, from six to ten in the evening. Although ABS was able to round up 52 advertisers for the premier telecast, selling spots for regular programming had proven to be difficult since buying radio ad spots was more cost-effective for advertisers. During this time, TV sets costs less than an automobile, and TV reception depended on electrical power, which was not always available. The programs aired at that time were usually borrowed films from the foreign embassies, imported old cowboy movies, and actual coverage of a variety of events. When the station ran out of presenting any new feature, stage plays were transported to television. In 1953, less than a month after the first telecast, Father James Reuter , who had radio and television training, produced the first play on Philippine television entitled Cyrano de Bergerac. The three-hour-long play was aired live and all the talents were students. In the beginning, Philippine TV networks would buy the rights of airing mediocre American TV programs and serials since it was cheaper than producing local shows. In order to entice advertisers, as well as to encourage increased viewership, simultaneous airing of programs on radio and television resorted to promotional gimmicks. Many popular radio shows, including, Tawag ng Tanghalan, Kuwentong Kutsero, and