Sponsor (Nov 1946-Oct 1947)

Recenl program surveys reveal facts television program nun generally know. In New York NBC's latest survey placed set owner interest in the following order: Championship I iulus Kr.il i I h. .11. r (hour <ira mas) Nl"«S Regular Fights Baseball Feature Length Motion Pictures \\ hen NBC was broadcasting full-length plays on Sunday nights this feature led must surveys made. * * * WABD (DuMont . which has the only program service in New York on Tuesday nights. made a 5,000 mailing to set owners and received a better than 14 per cent reply. All its four Tuesday programs had good viewing, only the educational Serving thru Science dropping below 50 per cent ol the returns m the "regular viewing" category. The four programs rated in this manner: Regu ()<..iProgram lar slonal Seldom N.A.* Small I •'!•> -1 24 14 (ash * <arr> 53 2S 1-' 7 Western Mlm S3 26 13 * Science <: u 211 9 \ 1 Voau ird§ * * * A West Coast survey is currently being tabulated; advance indications arc that sports lead on the Pacific as they do on the Atlantic. WBKB, Chicago, survey indicated that sometime ago. * * * New York will have 50,000 receiving sets in operation by October 1. This is based upon fact that more than 800 receivers are pouring into homes every week. Other areas where television is in the public news will rate in the following "set" order by the October 1 date: Philadelphia, 8,000 Chicago, 6,500 Los Angeles, 4,500 Detroit, 3,000 Washington, 2,500 St. Louis, 1,500 Schenectady, Albany, Troy, 1,000. Station rates in the areas where there are commercials will not change radically between now and the October date. Both DuMonts WABD and WBKB set new rates during August. DuMont is now charging the new rates which are based upon $800 an hour. WBKB's new scale is based upon an hourly rate of $375. * * * CBS' latest selling appeal to sponsors is the suggestion that they use their own commercial films on WCBS-TV. Over 70 per cent of the nation's national advertisers are said to have at least one film which would make a passable air show. * * * KTLA, which hopes to be the key station of a Paramount Pictures TV network, is expanding its staff which in the past has consisted mostly of Klaus Landsberg. * * * Problem of checking a telecast for a sponsor has been tackled by Benton & Bowles for their client General Foods. Two scannings of Author Meets the Critics were recorded in sound and on film for client checking recently. While emphasis is being placed upon FM stations receiving network program service, one factor is being ignored. I mil there is coaxial cable across the nation, network programing over FM will not have FM quality since there are no facilities for full fidelity through any present telephone lines. All that FM can air for network programs is a static-free signal. * * * Clever station operators in the FM field are building audiences for themselves without a network crutch. They are viewing Stromberg-Carlson's sponsorship of a 30-piece orchestra over the Continental FM Network as being of more importance than Petrillo's refusal to permit duplication of AM programs on FM stations. Stromberg's program will present musical selections that emphasize the basic difference between FM and AM. The program will originate at WHFM, Rochester, and will go, within a short time, to 22 FM stations. * * * KRON, the San Francisco Chronicle's FM station, will restrict commercials to two minutes in each daytime quarter-hour. The newspaper publisher, George T. Cameron, pointed out when announcing this that a class broadcast service (high fidelity, staticless) should have a high commercial standard as well. * * * Washington (D. C.) Post conducted a poll for WINX in June 1947 and came up with the amazing information that there appeared to be 66 per cent more FM radio receivers in Washington homes (14,500) than any figures dared to claim heretofore. WINX will have a continuing check from now on. * * * Lowest-priced FM convertor to date is the Meek Convertor priced at $19.95. Sponsor has not checked the instrument yet. * * * Hugh Terry, manager of KLZ-FM as well as KLZ, is putting his promotional ability to work on FM. As soon as he placed the station on the air, one-sheet silk-screen posters were sent to all radio dealers which emphasized the new FM station's six-hour schedule and its regular broadcasts of the Denver Bears home games, day and night. Terry has plenty of plans that should make Denver FM-conscious. * * * KBUR's sister station KBUR-FM is claimed to be the first FM station in the state of Iowa. It's operating on an 11hour schedule, 12 noon to 11 p.m., carrying all the non-musical programs of ABC. Even before the station was on the air a check-up revealed that there were a number of FM-AM sets in the area served by the Burlington station. New facsimih patents developed by Captain W. G. H. Finch will eliminate the COStl} papei required b\ both the Finch and other FAX systems to date. During the last month Finch demonstrated fourcolor FAX for the press, engineers of the FCC, and a number of inventors. Paper used, for either the new Finch black and white or color transmission, can be any typewriter, telegraph, or business machine rolls. Tests shown to press and trade compare favorably with any FAX seen to date. * * * WFIL (Philadelphia) plans for FAX will be in the form of limited reception with receiving sets located at strategic points in the Quaker City, rather than in the home. Roger Clipp. general manager of WFIL and WFIL-TV. expects to establish a special deal whereby pioneer sponsors of telecasts will also get a bonus in the form of being able to buy space in the FAX edition of The Evening Bulletin, the newspaper owning the stations. Rate card naturally is a thing of the future. 82 SPONSOR