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TV FILMS FOR ADVERTISERS
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film distributor is beginning to take sbape to tbe advantage of all concerned."
The market for both feature and kid programing continues to flourish like the hardy aspidistra plant, according to Robert Seidelman, v.p. in charge of syndication for Screen Gems, tv subsidiary of Columbia Pictures. Seidelman said his company was maintaining its position as one of the top suppliers of feature films in the industry. "We're in the programing business basically and not in the advertising business," he said in answer to a question anent how much syndicator sales staff assistance was involved in search of advertisers. "We've given up calling on agencies," he declared. "I don't think we're in default, in this instance. It is in the nature of the business." He thought a small percentage of syndicate product was sold directly to sponsors today whereas it was the other way around in the early days of syndication. He also thought the networks had "stolen away a lot of the regional sponsors who had bought syndication on local stations in the old days." This lias hurt the syndication business considerably, he observed.
Last year marked the first release to tv of a group of Columbia Pictures' post-48s that included such blockbusters as The Caine Mutiny, All The King's Men, Born Yesterday and Death of a Salesman. Recently, Screen Gems sold four CBS o&o stations on a long-term licensing arrangement covering the telecast by the stations of 73 post-'50 Columbia Pictures. This was only a small portion of the studio's output during the '50's. Post-'50 features include From Here to Eternity, The Eddy Duchin Story, The Key, The Last Angry Man and Operation Mad Ball
Kid shows booming. Commenting on the need for diversification, Seidelman said he, too, was thinking of prepping a series of documentaries. "But I would like to do something of a public service documentary nature that the networks can't do," he said.
Kid programs are also booming today, he said. "We're doing a fan
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