Sponsor (Oct-Dec 1964)

SPONSOR WEEK FCC's Henry: Mistakes in Fairness Won't Necessarily Cost Licenses Oklahoma City — "One mistake — or a series of mistakes — won't necessarily cost the broadcaster his license," declared chairman E. William Henry of the FCC in a discussion of the commission's Fairness Doctrine. Chairman Henry also touched on CATV, pay tv and multiple ownership in his address before the NAB fall conference. Commenting on controversial programs that are sponsored, Henry indicated that there are "thousands of other ways" in addition to using unsponsored broadcasts of a similar nature to give the other side, citing news broadcasts and panel discussions as examples. In making the statement, the FCC chairman was referring to a case in which the commission ruled that a station was required to play a non-sponsored tape favoring the nuclear test ban in answer to a sponsored show opposing the ban. Henry said the station made no attempt to give the other side of the issue by any method, and said it would not do so. The FCC, he P&G Ties-ln with Florida In Major Tourism Campaign Delfona, Fla. — Highlighted by a Jackie Gleason tv origination from Miami Beach, the Florida Development Commission has announced that it will tie-in with the Procter & Gamble Co. in a "massive cooperative promotional program to bring tourists to Florida this winter." The campaign, dubbed the "largest joint government-business effort ever undertaken in the field of advertising," will include network tv. direct mail and print media. The tie-in with P&G involves a nationwide contest with homes and vacations in Florida among the prizes. Details of the contest will be spelled out on the Gleason show Nov. 7 as well as in other media. P&G is a participating sponsor. P&G will also promote the contest in its other advertising. Henry ways declared, tion had tape." therefore "ruled the stato air the unsponsored On community antenna systems, the FCC chairman pointed out that within a few months the commission will have sufficient data on CATV to determine whether legislation should be proposed. "My guess is that we will propose legislation," he added. Henry pointed out that the commission recognizees both pay tv and CATV as desirable supplemental services and has no bias against either of them, but "we have an allocation system" which the FCC is considering expanding for UHF since it is pushing development of UHF. "Pay tv deserves a chance in the market place," Henry added. On multiple ownership of stations, the FCC chairman said: "We are trying to limit in some reasonable fashion the power held by a few. I personally feel that newspaper ownership of stations should be considered because it goes to the heart of the matter." FCC is currently studying the rule of seven which limits station ownerships by groups. Among solutions being considered is a new formula based on the percentage of population served. t Florida Citrus Commission Dubs Summer Tv Campaign a Success Fort Meade, Fla. — The business of the Florida Citrus Commission is convincing consumers all over the country that Florida orange juice is second to none. According to James T. Hopkins, advertising and publicity director, that message reached more than 20 million American homes on an average of two times during a four-week period this summer. Speaking before Fort Meade Rotarians, Hopkins said that a preliminary study of Nielsen tv figures indicate that the commission's spots on the Olympic trials in a four-week period from mid-July to mid-August "have measured up to all expectations." Declared Hopkins: "During this period, the number of homes reached actually provided us with a total of 112 million commercial impressions. This is a particularly fine performance, considering the reduced summertime budget available for advertising." Hopkins noted that the commission's promotional efforts began in 1935 when it was formed by the legislature and given responsibility for administering all state laws that fall within the Florida citrus code. "At that time, the citrus industry in Florida was enshrouded in difficulty," Hopkins explained. "Price levels were extremely low, there were no grade restrictions, no inspection requirements, no standardization of grade, pack or containers." The commission's advertising and promotion campaigns, Hopkins said are designed "to create demand and preference for Florida citrus, without regard to the particular brand of either the Florida shipper or the processor. 22 SPONSOR