Television digest with electronic reports (Jan-Dec 1959)

VOL. 15: No. 17 3 MIXED FEELINGS ON OPTION-TIME PROPOSAL: FCC poses a dilemma for network affiliates in its new proposed rules to cut into networks' option-time programming, issued last week along lines planned (Vol, 15:15). While new rules offer enticing prospect for more station-sold time in prime hours, they also offer threat of generally eroding the vital network service. In testimony to FCC (Vol. 14:16), special affiliate groups fought vigorously to preserve option time, but some affiliates may now find the new revenue potential difficult to resist. It's presumed that networks will again insist that cuts in option time will jeopardize networks' programming, while reps and independents will applaud Commission move. Full text of Commission's proposal, included herewith as a Special Supplement, spells out precisely what is intended and why. But, to summarize, FCC says proposals "are designed to improve the competitive position of other groups affected by option time, and the freedom of program selection of a station under its affiliation contract, while maintaining the essential features of the option practice which the Commission has held to be reasonably necessary to the successful conduct of network operations and in the public interest." Commission reguests parties to file comments by June 22 on following specific changes: (1) Cut option time from 3 to 2V^2 hours for each of the 4 segments of the day. (2) Prevent "straddle" programs from having the effect of extending network programming into nonoption-time periods. (3) Provide more flexibility to the advance notice a network must give affiliates to exercise its option. Present minimum is 8 weeks; under proposal, it would be 4-13 weeks, depending on circumstances. (4) Give stations right to reject network programs "already contracted for" in addition to those only "offered." (5) Broaden stations' right to substitute programs "of greater local or national importance" for network programs. Commission also invites comments on radio option time — a subject which it hasn't studied yet. Decision was made by fairly good-sized majority. Only Comr. Hyde dissented completely, while Comr. Craven dissented in part and Comr. Ford concurred expressing concern about legal problems involved. OUR REPORT ON SPECIALS: As many as 175-200 shows in the "special" category will be poured into America's living rooms before next spring, our own checkup of all major program sources indicates. Sales rivalry among networks & independent packagers concerning specials during current spring season is at a peak, with network & program salesmen armed with the longest list to date of special attractions. We have put the list together for you, starting on p. 8. Gross talent cost total may top $40-$45 million on available specials, talent merchants tell us. Once, a show that cost $100,000 for talent was considered a major deal. Today, shows with price tags of $200,000 & up are common, with several soaring into $500,000 class. Everybody's in the act among the networks on specials. NBC-TV, which is talking unofficially of "100 specials this season," is likely to have the season's longest list. CBS-TV is expected to run at about half that total, with ABC-TV carrying remainder. Most striking gain in special shows is at ABC. This season, the network aired only 2 that really matched general industry conception of specials: Minnesota Mining's Art Carney Meets "Peter & The Wolf" and "The Sorcerer's Apprentice," and Oldsmobile's two 60-min. shows with Bing Crosby. Next season, ABC is planning at least 12, and expects another dozen when current program plans jell. Sponsors have a wide choice of specials for upcoming season. There are adaptations of musicals, such as CBS-TV's "Babes In Arms," Desilu's "Song of Norway," Paul Gregory's "Viva" (but not before 1960), MCA's "Happy Hunting" and "Oh, Captain," and William Morris' "Babes In Toyland." There is a boom in the "An Evening With . . ." format, with names like Debbie Reynolds, Judy Holliday, Sammy Davis Jr., Doris Day, Jimmie Durante, Ray Bolger, Herb Shriner and TV-holdout Marlene Dietrich being discussed. There are revues, straight plays, and even musical science-fiction. Packager production of special shows is broadening, our checkup finds. When the trend started — with NBC's "spectaculars" a few seasons back — creation was confined primarily to networks and a few package houses close to the nets. Now, telefilm companies like NTA, Screen Gems and ITC are mapping specials, as are smaller talent agencies and independent producers like George Gruskin <S Martin Manulis.