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BPA seminar draws top speakers
► 7th annual BPA workshop hears Si&E chairman
► Collins suggests liaison committee with NAB
► Radio tv promotion men discuss objectives
DALLAS
The increasing professionalism of the nation's tv/radio promotion men, on whom advertisers depend for maximum audiences as well as occasional product exploitation, was much in evidence during the 7th Annual Workshop Seminar of the Broadcasters' Promotion Assn. here last week.
The professional quality could be seen in the crisp, efficient manner in which the three-day meeting (29-31 October) was conducted, as well as in the exceptionally useful shirtsleeve agenda. The high caliber of the industry leaders who participated on an invitation basis
added a high note of industry-wide importance to this meeting, which saw a record registration of 340 people in promotion and allied fields.
Promoting image. The promotion men fittingly addressed themselves in the opening session to the question "Broadcasting's Image: What Is It Today? What Can We Do to Improve It?" Discussion was keynoted by thoughts of speakers William B. Lewis, chairman of the board, Kenyon & Eckhardt, Jack Harris, general manager, KPRCTV, Houston, and moderator Dean Linger, director of advertising, promotion, and public service, Corin
Scene of BPA meeting lends Texas personality
Observing mammoth cowboy at convention site are (1-r) BPA pres. Don Curran, AHC o&o's; Dan Bellus, Transcontinent; Cecilia Ganss, WNEM-TV, Saginaw-Bay City, Mich.; LeRoy Collins, NAB pres.; Montez Tjaden, KWTV, Oklahoma City
thian Broadcasting Corp.
Directing himself to the question, K&E's Lewis asserted that "the main body of complaints that the FCC receives from viewers about the radio and television industry concerns commercials in one way or another. Complaints say they are too loud, too strident, many are nauseating. Much too often they interrupt programs without thought, taste, courtesy."
Up to broadcasters. Lewis then told broadcasters that it was up to them to exercise their right to better control the content and scheduling of commercials. "I am going to suggest as forcefully as I know how that broadcasters have the right to better control the commercials they broadcast. If they will exercise that right to the extent of lowering the decibel count of the more obnoxious hog-callers, of banning outright the commercials in bad taste which irritate and antagonize, they will then have materially increased the value— and image —of their medium to all of their publics and even, eventually, to their customers."
Approaching the problem of image through the station scramble for high "numbers," KPRC-TV's Harris decried the "enslavement of ratings" as one of the industry's ma jor hurdles. "Some way must be found," he admonished, "to un shackle network and station opera tions from their present enslave ment to ratings. A station or network that seeks only the highest numbers in each period of its op. eration is failing in its prime responsibility—to its audience and hi self."
On numbers, Lewis had commented that "more and more advertisers are turning away from the strictly numbers game."
At the keynote luncheon, Gov. LeRoy Collins, NAB president, emi1 phasized that organization's will ingness to work with the BPA in promoting the image of the broad cast industry.
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SPONSOR/5 November 196S