Sponsor (Nov 1946-Oct 1947)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

Tills franohlee la a flrat refusal on the bsst available times on the American Broadcasting Television air for one year from... (date). ..to ...(date)..., and an Indication that no other ... (client). ..has exercised Its option on a first refusal basis. Tills franchise may be exercised on all owned and operated stations of the American Broadcasting Company, either on a local basis or as a Television Network at such time as It becomes available. Jleieuition and thz S,p,an&a>t tadaif THERE arc lour reasons for going on the television air, three with fairly solid foundations and one that's pure blue sky. That azure sky is the painted background foi all claims that products can be sold in any volume through a television program today. It will be at least 18 months before there are enough sets in hoines. even in Metropolitan New York, to justify paying for time, not alone progiaming. Good reason number one is that taking a chance now will assure the chance taker. if he kti'i s at it. of tying onto a preferred tune period for the future. That doesn't mean that the telecast time that is contracted for now will be the exact slot for which the sponsor will have a priority but that he will have "first call" in most cases, wlun time is allotted in the television era. The actual contractual phrasing changes with each station but the thought behind all the legal terms is the same — today's video ad-gambler is preferred. (Phrasing of a typical "preferential clause" is shown next to the headline of this report. Good reason number two for "television now" is that it's an inexpensive way to de(Please turn to page 62) Dr. Donald Horton, head of CBS television research, leads a panel through an analysis. (Insert is a typical parag.-aph fro-n a p:o3;am report.) mm