Yearbook of radio and television (1957)

Problem of Prime Time Slots For Syndicated Film Discussed ALTHOUGH syndicated film had another successful year in 1956, the impression continues to exist that the securing of good availabilities for syndication is impossible or too difficult to justify the results. It is not our contention that this phase of syndicated TV is especially easy, but I believe all of us would subscribe to the theory that no facet of the industry is free from complications. (XZX) It is a myth that prime time for syndicated film programs cannot be obtained. Our experience has proved that prime time /^ available in many markets. It remains only for the advertising agency, working closely with the program distributor, to make an all-out effort to line up the desirable evening hours. Like every other type of total push, it can and does pay off. The results of prime playing time are so significant saleswise to the sponsor and the station that it is worth the extra effort to secure good time. MCA TV recently introduced a new half-hour film series for syndication, "State Trooper," which was purchased by Falstaflf Brewing Corp. for 71 markets covering 28 states from Florida to California. Its agency, Dancer-Fitzgerald-Sample, paying no heed to idle trade talk, set about lining up the best time available on the stations involved. It succeeded in nailing down better than 91% Class A time in all of its markets. Sixty-five of these time segments fell into the 7:3010:30 p.m. category, and six were placed in 6:30-7:00 and 7:00-7:30 p.m. slots, which are also considered prime time in many markets. (XIX) This fine schedule is not to be considered an isolated case. Agencies also have been able to secure prime time for such other syndicated favorites as "Soldiers of Fortune," "The Rosemary Clooney Show," "Dr. Hudson's Secret Journal," "Man Behind the Badge" and "The Adventures of Kit Carson," to name a few. Other syndicators, as well, have enjoyed good programming schedules with many of their outstanding shows. The clearing of prime time for any type of television program is, of course, a real problem for agencies and stations alike. The competition for coveted time is strongly influenced by the networks' placement of highrating, expensive programs and by outstanding feature films. So the problem is indeed a real one, but it is certainly not an insurmountable one. Just By DAVID V. SUTTON Vice President in Charge MCA TV Film Syndication Division how Dancer-Fitzgerald-Sample went about securing 91% "A" time must remain their secret, but there are certain evident techniques which might bear retelling at this point: 1. An agency has a better chance to win prime time if it offers a station a solid 52 weeks of programming. Common sense will tell us that a 13-week contract, which pulls a show off the air perhaps at the very time when it is building up its viewing audience, is not wise prime-time programming. 0<Z>0 2. Other things being equal, a higher quality show has a greater chance to snare good viewing time than a quickie with its poor production values and down-beat rating potential. It is the responsibility of the producer to make sure that the product which he produces is of such quality that it can play against the stiffest comnetition in preferred time. Most stations face their greatest competition during the prime time period. (KIX) 3. A half-hour syndicated show, with total family appeal, and which meets the requirements of long contract and high quality, is a good bet for station acceptance in the best time. These filmed programs show consistent high ratings even when slotted against much-ballyhooed feature pictures, in marginal time. In more desirable time slots, they do even better. In Houston, to quote one example, the November (1956) ARB showed the syndicated "Rosemary Clooney Show" scoring 21.8 in a 6:30-7:00 p.m. time period to rank third among all syndicated film shows. "City Detective," aired from 8:00-8:30 p.m., ranked first among all syndicated film shows with a rousing 43.7 in Pensacola, according to the same survey. The same program, in its third run, ranked third among all syndicated film shows in Chicago with a 14.3 in a 9:30-10:00 time segment. Every situation, of course, presents its own problems. However, the securing of prime time does not have to be one of the big ones. If you're willing to go out and do something about it, it can be done. I 85