Television digest with electronic reports (Jan-Dec 1952)
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12
This is naiitb-tv’s
seal of approval to be displayed by all stations subscribing to code of program standards (for full text of code, see Supplement No. 76, Vol. 7:49). Code becomes effective March 1, and all TV stations and networks will be eligible to subscribe. NARTB-TV’s membership of 75 stations and 3 networks may subscribe without additional payment, but non-members must pay administrative fee, to be determined at February NARTB board meeting. Copyrighted seal was designed by William R. Willison, Washington.
Starting off awards season. Look Magazine & Radio Daily announced their choices this week. Look jury comprised 1000 executives, producers, directors, reviewers, who picked winners in 12 categories: variety, Your Show of Shows; comedy team, Sid Caesar & Imogene Coca; producer, Max Liebman; m.c., Milton Berle; news, John Cameron Swayze; education, Zoo Parade; drama, Studio One; public affairs & special achievement (2 awards), Kefauver Committee hearings; sports, Cavalcade of Sports; director, Alex Segal; children’s program, Kukla, Fran & Ollie. Radio Daily polled TV editors for top personalities in 10 classes, picked: man of the year, Arthur Godfrey; woman of the year, Imogene Coca; drama, Studio One; comedy, Red Skelton; commentator, John Camei'on Swayze; documentary, Crusade in the Pacific; quiz program, You Bet Your Life; sports, Jimmy Powers; children’s show, Kukla, Fran & Ollie; song hit, Because of You.
“Triple spotting” between closing commercial of one show and opening commercial of next is reason why E. J. Brach & Sons, Chicago candy manufacturer, is shifting away from TV this month and back to radio spots in 10 Midwest cities. Spots so close together “just aren’t worth the money,” Tide Magazine reports Brach as saying. Tide notes that Lucky Strike has canceled TV spot in favor of new network show (Vol. 7:51) and that Ballantine Ale may go lighter on TV this year, and states: “The feeling in the trade seems to be that TV spot prices are much too high in relation to other media, and the TV stations may have a sizable problem on this score before they know it.”
TV-radio income of $400,000 from Jan. 1 Rose Bowl football game topped net gate of $350,000, as was expected Aug. 2 when NBC bought 3-year TV-radio rights for $1,510,000 (Vol. 7:31). First coast-to-coast bowl telecast was sponsored by Gillette. Sale of rights last year yielded $110,000. Theatre telecasting of game was banned by Pacific Coast Conference and Tournament of Roses officials despite fact NBC was willing and Theatre Network TV Inc., New York, had told members that game would be available. Tickets were sold in advance by theatres in many cities, including Denver, where no home TV is available. Theatre TV for hour of Rose Parade New Year’s morning was also banned by sponsor, F. W. Woolworth.
TV angle in film contracts resulted in cancellation of Joan Crawford’s pact and termination of an important loanout agreement this week. Miss Crawford ended longterm contract with Warmers, a spokesman for the star said, to be free to work in TV-radio. Ending of loanout deal for actors Kirk Kasznar between producer Stanley Kramer and MGM — because Metro insisted on non-TV clause — may indicate, the New York Times speculated, that Kramer is considering possible release of films to TV. Kramer has produced such pictures as Home of the Brave, Champion, Cyrano de Bergerac and Death of a Salesman.
IVAL NETWORKS serving same stations in one and two-station towns moved quickly this week to bring those stations’ network rates up to same levels those ordered into effect Jan. 1 by NBC-TV (Vol. 7:52). But, interestingly enough, neither CBS-TV nor ABC-TV changed their own New York key station base rates of $4000 an hour; and DuMont issued statement saying it was not increasing $2200 rate of its WABD, New York, “for the present” nor would it hike its WTTG, Washington, and WDTV, Pittsbui’gh, though about 65% of its affiliates have announced increases averaging 10%.
CBS-TV basic interconnected growp, available only as a group, now lines up thus for Class A hours: WCBS-TV, New York.
$4000; WAGA-TV, Atlanta, $575; WMAR-TV, Baltimore, $1100; WAFM-TV, Birmingham, $400; WNAC-TV, Boston. $1800; WBTV, Charlotte, $500; WBKB, Chicago, $2000; WKRC-TV, Cincinnati, $1000; WEWS, Cleveland, $1350; WBNS-TV, Columbus, $700; WHIO-TV, Dayton, $675; WJBK-TV, Detroit, $1500; WFMY-TV, Greensboro, $450; WFBM-TV, Indianapolis, $800; WMBR-TV, Jacksonville, $400; WKZO-TV, Kalamazoo, $500; KNXT, Los Angeles, $2000; WHAS-TV, Louisville, $525; WCAU-TV, Philadelphia, $2000; WHEN, Syracuse, $600; WTOP-TV, Washington, $950.
Northwest supplementary group: WOI-TV, Ames, la., $400;
WDAF-TV, Kansas City, $800; WTCN-TV, Minneapolis, $900; KMTV, Omaha, $550; WHBF-TV, Rock Island, $400.
Supplementary interconnected outlets, available with basic group individually if time is cleared (all one-station towns except San Francisco) : WNBF-TV, Binghamton, $400; WTTV, Blooming
ton, $200; WBEN-TV, Buffalo, $1000; WICTJ, Erie, $550; WOOD-TV, Grand Rapids, $500; WSAZ-TV, Huntington, $425; WJAC-TV, Johnstown, $625; WGAL-TV, Lancaster, $600; WJIM-TV, Lansing. $475; WMCT, Memphis, $550; WTMJ-TV, Milwaukee, $1075; WSM-TV, Nashville, $375; WNHC-TV, New Haven, $900; WTAR-TV, Norfolk, $500; WDTV, Pittsburgh, $900; WJAR-TV, Providence, $800; WTVR, Richmond, $475; WHAM-TV, Rochester, $650; KSD-TV, St. Louis, $1225; KSL-TV, Salt Lake City, $400; KFMB-TV, San Diego, $550; KPIX, San Francisco, $850; WRGB, Schenectady, $825; WSPD-TV, Toledo, $725; WKTV, Utica, $400.
N on-interconnected supplementaries, served via kinescopes: KOB-TV, Albuquerque, $200; KRLD-TV, Dallas, $650; KPRC-TV, Houston, $600: XELD-TV, Matamoros, $250; WTVJ, Miami, $600; WDSU-TV, New Orleans, $525; WKY-TV, Oklahoma City, $600; KPHO-TV, Phoenix, $400; WOAI-TV, San Antonio, $400; KING-TV, Seattle, $650; KOTV, Tulsa, $500.
The ABC-TV affiliates, which mostly also subscribe to NBC-TV and/or CBS-TV, are adjusted to same levels, with ABC-TV quoting these network rates for its more or less “exclusive” affiliates: WJZ-TV, New York, $4000;
WXYZ-TV, Detroit, $1350; WAAM, Baltimore, $1000; WCPO-TV, Cincinnati, $1025; WXEL, Cleveland, $1350; WTVN, Columbus, $675; WFIL-TV, Philadelphia, $2100; WMAL-TV, Washington, $950; WMBR-TV, Jacksonville, $400; WENR-TV, Chicago, $2000; KECA-TV, Los Angeles, $2000; KGO-TV, San Francisco, $850.
Radio’s conscientious job of researching TV’s inroads works to radio’s disadvantage, since other media either lack or conceal comparable data. So concludes Dr. Hans Zeisel, research director for Tea Bureau, writing in Dec. 29 Editor & Publisher. He adduces following limited data on other media: (1) Dr. J. Gould’s study, in Fortune, showed TV’s impact on movies “in the neighborhood of 20%.” (2) No newspaper circulation loss in TV areas,
but “there is some evidence that newspaper reading is not quite as intensive as it was.” (3) Magazine ad-noting by men has declined by 12%, by women 13%. Magazines won’t release comparisons of newsstand sales in TV and non-TV areas “although these data are readily available.”
Total applications filed with FCC rose to 476 this week, of which 27 are uhf. Two vhf were from WCOV, Montgomery, Ala., for Channel No. 12 and WRAL, Raleigh, N. C., for No. 5. Only uhf was from owners of KNAL, Victoria, Tex., seeking No. 19. [For further details, see TV Addenda 13-Y herewith; for listing of all applicants to date, see TV Factbook No. 13 and Addenda to date.]
Though FCC denied its experimental uhf application (Vol. 7:49), Reading’s WHUM is going ahead with plans, contingent on end of freeze, expects delivery of GE’s first 200-kw setup in March. Total construction costs are $485,000, including $125,000 for transmitter, $150,000 for 1050-ft. tower.