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Weaks, and product protection) have also been limited. At an ANA ij 'Television Workshop" held in Mew York in February 1962, Don Durgin, v.p. NBC TV, John Karol, v.p. CBS TV and Edgar Scherick, v. p. ABC TV, appeared on a panel which dealt with "audience trends ind plans for public service programing," but a record of ANA tv activities in the past two years shows no record of network meetngs on more broad scale programing problems.
Advertiser's role in tv. In the
opinion of several of the country's leading advertising directors, the
eal key to improved programing lies in a high-level re-examination by advertisers and broadcasters of
urrent tv practices.
They point out that most agitation for improved programing ignores commercial realities, and that no real progress can be made without a bold creative reappraisal of tv's commercial structure.
Such a re-examination, they say, would have to include such items as:
1. Sponsorship shift. In the 196263 season, only 17% of prime evening network hours will be filled by singly-sponsored programs. (Compared to the days only a few years ago, when it was common for advertisers to "own" their own shows, the great bulk of tv today is in dual or multiple sponsorships or socalled spot carriers.)
2. Rate-audience inequalities. A number of ANA members believe it absurd to try to improve tv programs as long as inequalities in pricing exist, especially as long as low-rated public service shows sell for the same time rates as highrated entertainment features. They propose that network rates be linked to delivered audiences, rather than set at arbitrary price figures.
While many broadcasters are almost certain to reject such rate proposals on sight, a number of influential advertisers are urging that the idea be explored without prejudice in an effort to discover a solution to the big audience-big-rating dilemma.
3. Advertiser's role in tv. Opinion within the ANA itself is by no means unanimous as to just what
The pedigree of honey does not concern the bee
But the pedigree of BEELINE RADIO does concern the advertiser who wants to reach all of Inland California and Western Nevada. The pedigree of the McClatchy stations includes an outstanding record of program excellence and public acceptance in 5 sales-rich markets. Join the many happy advertisers who regularly use Beeline Radio.
McClatchy Broadcasting Company
delivers more for the money in Inland California-Western Nevada
PAUL H. RAVMER CD. — NATIONAL REPRESENTATIVE
KOH RENO . KFBK SACRAMENTO • KBEE MODESTO . KMJ FRESNO . KERN BAKERSFIELD
SPONSOR/5 NOVEMBER 1962
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