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SYNDICATION & SERVICES
MCA gives new
property the
^road show treatment'
Whirlwind tour of major cities has helped syndicator introduce new personality to agencymen, clients
■ Most agency timebuyers today are generally familiar with the top rerun programs available as syndication spot buys. Their network track records are a matter of rating history, and even if they weren't, syndicators and station reps lose little time these days in letting agency buyers know just what stations are buying which film packages, and how they're doing in local rating contests.
But, what do you do if you're a syndicator handling a hot new show built around a tv star that nobody ever heard of? — a personality who's done well in one market but is an unknown quantity in Omaha and Philadelphia and New York and Bismarck?
Furthermore, what do you do if your plan is to syndicate entirely with tapes — about as expensive a mode of syndication as you can think of — so that you must literally be an overnight sales success in nearly a dozen major markets just to break even with tape costs?
You take the personality on the road to meet agency buyers and broadcast executives in key cities across the country, that's what you do.
And, that's just what MCA did late this summer with the Lloyd Thaxton Show, a first-run syndicated show literally "discovered" by MCA vice president Hal Golden on Los Angeles' KCOP-TV and now MCA-distributed to over 50 tv outlets.
October 5, 1964
During tour, Thaxton held 25 press conferences, which paid off with local-level tv press breaks such as this cover on "Indianapolis Times" tv section to plug the start of the show over WTTV.
MCA decided that a whirlwind appearance schedule was the answer to the problem of raising Thaxton's level of visibility on the agency circuit — particularly since Thaxton's show, like those of Jack Paar, Dick Clark, Steve Allen, Dave
Garroway, and other all-around "host" types, is mercurial and varied to the point where description is difficult.
To quite a degree. Thaxton has to be seen to be appreciated. Basically, his show, which runs an hour
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