Sponsor (Oct-Dec 1964)

FIIIDA.V AT 5 Blair Executive Calls for Broadcaster Group to Study Computer Problems Chicago— Calling for formation of a broadcast industry group to study the many-faceted problems of computerization, Melvin A. Goldberg, vice president for planning and research, John Blair & Co., said: "Our problem is not to fight the computer, but to guide it." In a speech prepared for delivery today (Nov. 16) before the Broadcast Promotion Assn., Goldberg asserted: "The computer is only one step in the communications process between the broadcaster and the advertiser. It's time we broadcasters took the trouble to learn its language, to have some voice as to the kinds of information that should be included." FCC Hears Pros, Cons On Stereophonic Tv Washington — The Federal Communications Commission is thinking of authorizing stereophonic sound for television. The commission wants to hear from all parties in interest, within the next 60 days, on these aspects: Will stereo sound add to the "realism," or otherwise improve present tv programing? What program material and techniques are available for use in stereo tv? From the engineering standpoint, the FCC wants answers on stereo systems that will be compatible with monophonic tv sets not equipped for the double-track sound effects. What would be the costs and complexities involved in equipping transmitting and receiving equipment for stereo? Philco and GE both asked the FCC to authorize stereo tv, a few years back, but were turned down. Both have proposed systems compatible for ordinary tv sets. FCC turned down requests for AM stereo is 1961, but authorized it for FM stations. Now the commission wants to see more than the Philco and GE system plans, since ather methods may be available for lome tv. Possibihties for stereo sound effects lot only in regular tv programing and nusical programs, but in tv commer:ials, could open new and exciting /istas for producers. Goldberg urged the formation of a broadcast industry group "to study the problems of computerization, to review the information presently being fed into the computers of the major advertising agencies and advertisers, to consider the quality and completeness of the information going in, to recommend areas for further study, and to prepare standards or criteria for research beyond those created by the Broadcast Rating Council." Goldberg added that the broadcast group would not work in seclusion, "but would work cooperatively with the 4 A and the ANA, as well as NAB or any other interested parties." "Whether we like it or not," Goldberg observed, "we as media and as stations are being selected, right now, by computers — although I am not sure whether we are being 'haphazardly begotten' or scientifically ignored." New AFL Sponsor; Macy Parade Sold Out New York — A double Thanksgiving bounty is in evidence at NBC-TV with announcement that sales of 1965 American Football League games have reached the half-way point and the annual Macy's Thanksgiving Parade is completely sold out. If last year is any indication, sponsors of the Macy's parade — Mars Inc., Vick Chemical Co. and Procter & Gamble Co. — can expect in the neighborhood of 37 million viewers in 15 » million different households. Also, according to the Nielsen report, the 90-minute colorcast last year reached more homes per minute than the average evening program. Latest sponsor of NBC's 1965 AFL coverage is Chrysler Corp. which purchased a one-sixth share to join Institute of Life Insurance and Firestone Tire & Rubber Co. Sponsors in 1965 can look forward to increased viewer interest in the AFL games, judging by current attendance figures. Quaal Cites Rejection of Pay Tv as Victory' Detroit — Mounting an all-out assault on pay tv. Ward Quaal, executive vice president and general manager of WGN, Inc., Chicago, last week asserted that the "only difference will be that if pay television gets a firm footing, the people of America who have enjoyed the finest television in all the world for a decade and a half will have to pay for that which they now see free of charge." Referring to the 2-to-l defeat recently suffered by pay tv forces at the hands of the California electorate, Quaal said, "In any election for any office, one man wins and one loses, but Californians and Americans everywhere all won a great victory with the outlawing of the former pay tv measure, which had permitted subscription television in the state." In his talk before the NAB's Detroit conference. Quaal argued that "as a television industry, our greatest weapon against the development of pay tv in any market is constant improvement in our programing." "Obviously, the people in California like what they are seeing on commercial television," the station executive added, "and the television industry is performing admirably in California whether in markets of seven stations or in lesser communities with one or two stations." Continuing his unequivocal attack on the view-for-pay force, Quaal declared that pay tv entrepreneurs are in this business to make money, not for "charitable purposes," and Americans must be awakened to the threat of the loss of service that is now enjoyed. Highest Income for MCA Universal City, Calif. — MCA, Inc., reports its highest net income for any first nine-month period in the history of the firm. Unaudit,ed consolidated net income for the nine months ending September 30 totaled $10,301,000 as compared with $9,535,000 for the corresponding period in 1963. 1964 income was equal to $2.09 per share of common stock. The 1963 figure was $1.90. CONTINUED ON NEXT PAGE November 16, 1964