American television directory (1946)

Photographs by Larry Colwell OPERA, variety, drama, dancers — such as the Pearl Primus group MANY popular radio programs can double on television. "Quiz above — are television fare that may be packaged for unit sale. Kids" made a hit on WABD. Producer: American Broadcasting Co. PACKAGED TELE-SHOWS WILL UP QUALITY * Packaged tele-shows will bring the improved pro¬ gram quality for which tele-audiences are clamoring. T he word “package” first came into theatrical usage when radio advertisers began to see the value of purchasing programs as complete units rather than go through the laborious process of as¬ sembling programs themselves for their broadcast advertising. Today it is common practice for ad¬ vertisers to shop among program pro¬ duction firms and talent agencies where they may purchase the idea for a com¬ pelling radio show in one “package,” writers who can daily dramatize the idea successfully, directors who have complete knowledge of their art and actors or entertainers who can best present the program, thereby assuring the advertising sponsor of a large de¬ gree of audience receptivity required for the projection of his commercial an¬ nouncements. The purchase of a complete program makes the sponsor’s task of selecting suitable radio entertainment much easier. It not only relieves him of the many necessary preliminaries of assem¬ bly and employment, but makes it pos¬ sible to choose a show from completed test programs or lists submitted by in¬ dividual firms or agencies handling package shows. Radio Toppers Are Packaged The success of packaged shows is demonstrated by the fact that of the first fifteen programs tabulated by a prominent rating service, all were pack¬ aged with the exception of programs given over to individual commentators. In consequence of its past successful operation in radio, packaging is certain to develop in television presentation and here its worth will be enlarged at least tenfold because of the increase in time necessary for rehearsals, lighting of shows, camera placements, costuming, and other intricate program elements. Agencies which package shows will be in a position to turn over to a spon¬ sor the idea, story, director, cast, music, costumes, plus detailed ground plans and working charts for all the technical details that make television akin to pro¬ fessional Broadway entertainment. The size and quality of a package show will be tailored to measure up to the requirements of a sponsor and it is easy to envisage a package show the size of an opera company, a circus or an individual pantomimist. Motion pictures have never been able fully to capture the spontaneity of a variety program because numerous re¬ takes and the absence of a live audience “out” front deprive performers of the excitement and incentive necessary to bring out the best in their extempo¬ raneous art. Live television perform¬ ances enjoy a distinct advantage over motion pictures in this respect. As a matter of fact, live television shows will possess a considerable ad¬ vantage over the variety entertainment now presented in large capacity thea¬ ters. In a large theater much of an artist’s talent is lost due to the distance of the stage from the audience, whereas an iconoscope close-up makes it possible to see an actor’s smallest gesture at close range. The responsibility of attending to de _ By WILLIAM MORRIS President, William Morris Agency, Inc. tails, intangible as many of them are, will be a programming element that sponsors, I feel, will be only too happy to leave to those experienced in this field. Sponsors who confine their role to over-all policy and the selection of the show are less apt to lose their sales perspective. Many a theater owner is more ready to contract for a show produced by a well-known Broadway producer than he is to risk the production of his own shows, even though he possesses many years of such experience. Scouting the Field The selection of programs is in itself a responsibility of considerable weight. Sponsors and program producers will have to keep completely informed on all types of entertainment. They must know not only what constitutes good television but must, at all times, be alert to all shows which might intrigue audiences for the benefit of their par¬ ticular product or service. The changing taste of audiences will have to be watched, will have to be studied to an unparalleled degree. Product requirements may call for a show beamed at a small segment of every town’s Main Street or these re¬ quirements may aim at a worldwide audience speaking many languages and this task may carry the widest and deepest cultural import. It is difficult to surmise how all of these elements and objectives can be brought together successfully unless television’s programs are “packaged.” 35