Sponsor (Oct-Dec 1963)

\\.i\s kipt s«in I III (ircU-r to protrtt it tr<im muliif prt-sMirr. A small t\ station roiilil hv tlircattind by i*aiiCt'll.ttioii "f t Iirvv iiiiiti.iif fill e\aiii|)lr Hilt wliat tlu NAli ..I lie lii.iU inislcadiii^, uutriu', or clista>ti-tul in coujpftitivt' c-luims nia\ not jiluwitli tlu' lu'twork opinions, wliicli also tan \ar\. Tlirrf luixr l)r«'n instaiKt's whiTf one or two networks will reject a commercial and anntlier uill approve it. There haNc also l)c«n instances where the FIX! has not cited a cominerci.il and the NAB has objected. Hnt in liuht t»l the thousands of commercials that are re\ icwcd tlu'se t .ises are icw and far between. Most of the time. Watson sass, ad\«'rtisers check with the network In-tore the commerci.il is made to prevent undue exix-nse and waste of time. The director of standards sa\s he often rewrites sections of tile (.ominercial to give the ad\ertiser guidelines of what he would consider acceptable Praises nettrork controls "The networks create better control over advertising than an\ other medium, in my opinion." says Watson. I ha\e \et to see any magazine or lU'wspaper that li\es up to such standards." .\1I networks ask for proof of claims, howe\t'r, and final approval is not gi\en until the commercial is completed. Networks even emplo>' doctors as ad\isors on medical claims. Herbert Carlborg, director of standards and practices at CBS. s.i\s he once authorized the spending ot $1,(K)0 just to pro\e a claim made in a commercial to the networks satisfaction. .Although some industry men doidit it, netw (irk e.xecs say pressure is not applied tlirough sales. .\11 the standards departments report directly to management. "Many times the acUertisers are angr>. ' savs Carlborg, "but we alwaxs get complete backing from the netAvork and the advertisers know this. We find it's purely go(xl business to maintain high standards. In the long run it pays off, even though we have ''1st some advertising because of strict standards. But were just as i^juimercial as the ne.xt guy in the long run and nobody need apolo.;i/e f4)r trying to ciun monev."^ RCA predicts: color tv set S-volume to pass b&w in '65 Ai'i'iioMM \ I ^.l.^ one color l\ tii-ei\»T is now Ining sold for (•very ten black-antl-whitc sets, with tin firm exjX'ctation that next year. the tenth .inniversary ye.ir of coliir. the r.itio will be one to five, says H(.'.\ Sali-s (.'orp. president Hayinond W . .S.ixon. I le also se«"s color s ret.iil sales volutne reaching b&w's SI -billion s.iles r.ite "sometime in l^fio . . . aiul surpassing it." He told the Sales Executives ("liib ol New York l.ist week th.it the idlor i('eei\ cr m.irket will .icIiieM" a retail s.ilcs rate of over S4.5() million this Near, and predicted that in \^if>i it will inire.ise to at le.ise S7.5() million ".\ major crossover point, says Saxon, "will be reached in 1964 when I lie retail dollar volume of KC'.W Ktlor set sales will surpass the conibincd total of the remainder of our other home instrument business, includinu lAw tv. radio. stereo-*\'ictrola phonographs ;in(l t.ipe (.irtridge recorders." Saxon noted that in the area of programing, "color programs are a\ailable during 76'^c of prime evening time — thanks to .\B(> and \IU'. CBS at h-ast is givtiit; n% i'.li/.dxth T.i\ lor in c<tlor hrlfi iiiylor in l.oiuUm w .is an hour s[M*cial hist niuht "We now know that ' mass m.irket for c«>lor s. b&w owners — are (juite aware of color programing availability," he said. "It can Im saf«-l\ concluded (hell that the mass m.irket d<M-s not ( (insider color programing a .seritnis deterrent to Iniying a color receiver." Touching on w hat he terme<l "the iiiosl c<»mprehensive surxey we have ever made on the subject of color tv." Saxon s;iid RCA found the color set owner is extremely loyal to color |)rograms. Wlu-n asked whiih program they would watch^-color \s li&w tx-ing aire<l at the s.ime time — he said I Aw set owners jx-rferreil Rt>iuinza, which is in color, over (.'•un.smokc, 5.3% to ^^OP^c. Color set owners. lioweNcr. took Bonanza. SI' r to S^^r for Cunsinokv. He s.iid the remainder of the KXX'c didn't know which program they would ch(H>se, or just didn t answfr the (juestion. In a comparison between Twen KODAK TRIES ON NEW FAIR LOOK I: _B>'-T~^'r Ka<>tmaii Kodak, which ha.* had a photographic inforruaHoii tctitci focal p«»int of its NN'orld's Fair huildiiiKs since the ( olonihun IxixiMtmn of 1S9.). will continue this |xilicv at the l9f>4-T>.'S New York Fair. Ahose. rcnderine of air-conditioned. fiO.OOO-scj.-ft. pasilion shows Rlass-enclos^d area where teams of K(Klak seoit-e pervonnel will anotrr question* and help vi<silors to the fair ohijin well-e\po%ed and interr^tint pictures SPONSOR 7 ,)( roBER 1%3 5S