Variety (Apr 1949)

2« TELEVISION VeJncgday, Al^ril 13» 1949 ABC-TV Co-op Shows in the Bhqk; [encies, Miliateis Ask for More Ag( ABC-TV, only video net with co-+ operative shows, reports that al- though its tele co-op operations are new they are running in the black. Harold Day, manager of co-op sales, points out that not only are affiliates asking for additional programs, but advertising agen- cies have asked the net to consider placing on diared cost basis sev- eral video shows now on sustain- ing. . The agencies concerned point out that some advertisers don't feel their distribution is wide enough to warrant bankrolling programs in all TV markets, but want to baclt tele shows in a lim- ited number of cities. If ABC-TV co-ops the stanzas, affiliates will be able to sell the shows locally or carry them sustaining. Programs currently cooperative are amateur boxing and pro wresting, both from Chi, and Joe Hascl's sports show, from New York. Wrestling is sponsored by Courtesy Motor Co., over WENR- TV Chi, and Buckeye Garment Rental WEWS, Cleveland. Boxing Is bankrolled by Berghoff Beer, WENR-TV, Chi; Miles Auto Stores, WEWS, Cleveland; Fort Pitt Beer, WDTV, -Pittsburgh; and Miller Beer, WJZ-TV, New York. On WJZ-TV Miller Brewing is also sponsoring a 10-minute viewer- participation quiz, which got un- der way last night (Tues.), during intermission of the fight telecast. Set owners are phoned, and It they answer questions correctly get prizes totaling $1,000. WJZ-TV has just pacted Ameri- can Shop, Inc., of Newark, to back the wrestling stanza inn New York, gtavting later this month. ABC-TV Pacts 3 Sales; New '49 Biz Now Totals Well Over $1,500,000 ABC-TV announced three sales last week. Derby Foods has picked up the tab for the second half of "Super Circus," via Need- ham, Louis & Brorby, to start May 1. Bell & Howell will spon- sor "Action Autographs," Sundays at 1 p.m., starting April 24, via Henry, Hurst & McDonald, Ad- miral was pacted' to back, the first half of "Stop the Music," through Kudner agency. Biz received by the web, starting after. Jan. 1, '49, spans five hours, 10 minutes, and totals more than $1,500,000 gross time costs. In- cluded In new biz is Time, Inc., sponsorship of "Crusade in Eu- rope," Old. Golds ("Stop the Mu- sic"), Canada Dry ("Super Cir- cus"), General Mills ("Lone Bang- er"), Paris Garters ("Identify Sports Quiz"), Kellogg ("Singing Lady"), Delta Manufacturing ("That's O'Toole") and Goodrich ("Celebrity Time"). NBC Seeks Sh^le AM-TV Sponsw For Martin, Lewis CHARLES SANFORD Musical Director ADMIRAL BROADWAY REVUE NBT-DiiMont Television Networks Friday Kites, 8-9 P.M. Per. Eep.: LOU MINDLING 113 West B7th St. Nw York 'Lobblies' Gets 3(1 TV Viewing . "Mr. Mergenthwirker's Lobblies," only play: scripted originally for television to be optioned by a film company, will get its third TV pres- entation Sunday night (17) as the starter in the new "NBC Dramatic Theatre" series. Program, to be. aired in the 9 to 10 slot, replaces the "Philco Television Playhouse," which bowed out after last Sunday (10) for the summer* "Lobblies;" a fantasy penned by Nelson Bond and David Kent, was staged twice previously by NBC-TV as a sustainer. Film producer S. Sylvan Simon optioned the play Berk MaradHm Raises $U0O,0i|) For Cancer; NBC Tah Is $80,000 Goodman Ace Packages S-Min. TV Strip Show On Ruth Gilhert Episode Goodman Ace is packaging a five-minute ci?&ss-the-board video show whleli is being Auditioned this week for .Philip Morris via the Mil- ton Biow agency. Show is based on< the Ruth Gil- bert telephonic episode which had been integrated into the Robert Q, Lewis radio show when Ace was writing it. It's built around the "let's not fight it, it's bigger than the both of us" laugh tagline. Program will be called "Ruthie Gilbert On the Telephone," with Ace re-creating the character for video and again scripting. Ace's feeling is that a five-minute strip is as natural for TV as a comic strip is for the dailies and may eventually emerge as the ideal pat- tern for cross^the-board program- ming in' video, since a - IS-minute daily stint requiring memorizing of lines is still an unsolved, tough hurdle. With the Dean Martin-Jerry Lewis comedy team now launched 1 foYlowing "itV inftraY'VesCT^^ in a weekly half-hour radio show j jjjg j^^ie outfit, Radio-Cinema on NBC. the web is shoPPing for a , Corp., but subsequently let the op CoasMo-Coast Tele Showcase Now in Works Hollywood, April 12. A coast-to-coast weekly tele showcase program f r o m both Television marathon staged by Milton Berle for the Damon Run- yon Cancer Fund last Saturday (9) and running into 4 a.m. Sunday morning, via NBC-TV is viewed by trade observers as further proof of TV's ultra-strong audi- ence impact. With 12 . NBC-TV stations hooked on, Berle amassed a total of $1,100,000 in pledges during his 16-hour stint. Similar show he did for ttie New York Heart Fund last year over WHN (now WMGM), N. Y. radio indie, pulled in $34,000 in pledges over a 24-hour .stretch. How much of the pledges will be received in cash, of course, is an- other matter. NBC officials be- lieve a total count on the collec' tions won't be possible for several weeks, but are looking forward to clearing about 90% of them. If so, that would be considerably more percentagewise than the Heart Fund received. N Y. Daily News' Columnist Ed Sullivan, one of its prime backers, declared only $14,000 in bash was coUectied of the $50,000 he said came in as pledges. Regardless of the amount of cash collected, show Itself reprei sented a smash endeavor for all concerned, including Berle, NBC and the TV industry. NBC shelled out $80,000 in paying for all cable costs and station operating ex- penses for the 12 outlets carrying the program. Stunt got nation- wide publicity, which should aid in the cancer fight. Program was institgated by NBC-TV national production manager Warren Wade and Berle's personal manager, Irv- ing Gray. On a Treadmill Berle took the air at. 12 noon Saturday, with NBC Prez NileS Trammell and N. Y.'s Mayor Wil- liam O'Dwyer on hand to introduce the comedian and put in a pitch for the fund. His only respite from then until 4 a.m. Sunday, when he ABC'Ranger Fee Starts Squawb Chicago, April 12. Flurries of dissent were heard here against the proposed "Lone Ranger" tele show which ABC and General Mills have, set for fall production. Gripes mainly hit the three-year guarantee clausfe, call- ing fof June 1 tele rates for two years, plus after second year, a possible hike of not more than one-third the present rate. Buyers complain that this puts 1 sored "Welcome Aboard." the station in the "bargain base-| Martin and Lewis are due in ment" classification with no pos-1N. Y. April 23 for a stint at the single sponsor to bankroll them on I tion drop Show next Sunday will | Hollywood and N.Y. looms with a both radio and television before , ^^^^ basically the same cast as I national sponsor footing the bill. I signed off, was from 3:30 to 4:30 T^l^ll'^tf «rJnS t"o «n'K Producers Assn. here, " I Vaughn Taylor and Vinton Hay-1 independent Television Prod- spokesman, 14 advertisers have I sought to take the comedians on tele alone, but the web has nixed them all to: find a dual sponsor^ Although NBC still plans to pitch its strongest TV talent next fall on Sunday night in an attempt to buck the rival CBS web's strong radio lineup, it's doubtful that Martin and Lewis will be slotted on video that night. Comedians' radio show is now set in the Sun- day; 6:30 to 7 period, and they probably won't have time to re- hearse for both radio and TV pro- grams on the same evening. Team did several guest shots on NBC-TV last fall on the old Admiral^sponr worth in the leads. ■ .< i « • »t ■.r „„, ;, „ V . ueers Assn.: in N.Y. will make "Burlesque, announced ongl- ! available package shows for show- nally as the kickoff for _the new ^^^^ treatment from members. NBC series, was postponed a week, reportedly because NBC-TV execs thought the play wasn't suitable for an Easter Sunday showing. It will be staged the following week with Bert Lahr and Vicki Cum^ Committees from both organiza- tions will work with sponsor and ad agency in picking packages for transcontinental use. Budget is expected to average $6,500. Highest mings co-starring. Philco, mean-1 ^".dget so far for a Hollywood- while, has tentatively decided to originated show is $750. Deal calls come back next, fall with a series i fo':„0"ginating show of dramatizations of bestselling Bible out for increase in number —of-sets, which -would—pay—ofT—the_ sponsor, but would add no extra coin to stations. Several claim such a contract not binding, due to the FGG two-year license limita- tion on video. Web is asking that the rate be approximately one-third" of the gross evening rate, leaving open one minute for a possible local sale. Net says between the two payments, the station's net income should approximate one-half hour of the local sale figure, and ex- ceed the payment it would nor- mally receive for a half-hour op- eriition from the web. Indies and affiliates point out, however, that the number of sets will increase many-fold within the contract pe- riod and that readjustment in rate; 'should come every six months or once a year. Stations also are complaining over one-sidedness of web offer with •, web and agency having several out's while they have none. Pack- . age might be 52 different film.s, or if cost exceeded present budget, 10 may be repeats. April Copacabana, N. Y. nitery. They re- fpTitly rnmplptfid their film de buts in Hal Wallis' "My Friend Irma" for Paramount release. CHICAGO BISTRO SETS ALL-PRO PROGRAM novels. Series of 26 TV Tunepix Wound in Mexico Studio By Fairbanks to Cut Costs p. m. Saturday, whien NBC piekecl up the races from the < Jamaica . (L.I.) track. Only other show car- ried by NBC-TV during the 16 hours was "Who Said That?" , air- ed Saturday tiight from 9 to 9;30. Coniedian raced from the Interna- tional theatre, site ot his program^ to the NBC studios in Radio City to take part in the qviizzer, return- ing immediately to the theatrci Film, legit, radio and TV jiame talent paraded in and Out before the cameras through the day and here, kinescoping for N.Y. and i "'Sht for short guest spots.: Show- vice versa. Only shows that haven't 1 Sirls from several Broadway legit- been on air will be used. List of si's and N. Y. niteries, plus a bevy available Coast shows \till be ' of models, took tuirns handling the switchboard for the incoming calls. ^ £>espit0 Berle's devoting most of I brought to N.Y. April 20 by Mai Boyd, TPA prexy. Martin Gosch, ITPA topper in N.Y.^ is handling his time strictly to answering the phones, the number of pledges in- dicates he had a large audience for the eastern end. It's tinderstood the bankroUer is lined up but I won't sign until the first half dozen ! the entire 16 hours.: In addition, Backage_Sho_wSj_are_seL_ _ i the theatre was crowded with ■ ' ' ~|~stndiD~affdieni:eg-t rom the ttine : he . w-rn«, . . .. / I signed on until heleft the air. irPAs Annual Meet I Illustrating the cooperation of First annual meet of the Inde- stations outside N. Y. with Berle's pendent Television Producers . marathon, ,WBAL-TV (Baltimore) Assn. has been set for April 21 at! remained on the air until &:()7 the Hotel Savoy-Plaza, N; Y., at! a. m. Sunday, a total of 17 hours, ''ifi.^JJiTf!?!, wliich time officers will be elected \ to acknowledge donations. Balto for the coming year. Mai Boyd i News-Post ran si}( extra pages in its Monday" edition to . print the names of all. contrlbtitdrk -HTTllywoodr^April—14 Jerry Fairbanks Productions has completed a 26-weelt series of musical vidfilms at Churubusco Studios in Mexico City. Films | were rolled in Mexico to cut pro-1 the Hotel Savoy-Plaza duction cost and Chicago, April 12. Amerifcan Federation of Musicians Helsings, North Side nitery, will through: use of Mexican sidemen will attend the session in a further originate a tele show starting i for soundtrack, recording. nlove to strengtheii the alliance of tomorrow (13) over WGN-'iy Titled "Paradise Island," the the N. Y. and Hollywood groups starring Al Morgan, piani&t. While nm 15 minutes each. Films | Also on the aeenda the <M this is not the first series from a J(ar Dannv O'Neill and feature n„„ * agenaa is the set- Chicago bistro, the Ca.sino having AnL Ste^Ung Xerett IloaS ^K^'L" ^°'™V- flnnp an amatpiir stint spvpral p'-'''^'"'* ^.^V'^f'''''' "^"IS'"*'^"^ 1^^^ a Code Of practices for indie aone an amateur stint several and his orch did the soundtrack tv nroducers In addition mpm months back, all talent at Helsings recording. Films will debut over - P™9.Vcers. in aaaition, mem- will:, be professionals. The 13 weeker, from 8:30 to 9 P.M. Wednesdays, will use guest stars; Sharing the tab with the bistro will be Tele-Tronics Corp., dis-1 tributors for General Electric. bers will discuss such pertinent matters as producers' rights on kinescope recordings, standard con- tracts and the obtaining of screen Tord Theatre Shifts Two Bowout Airers New Fellows Package ■ Edith Fellows, long in films, is the star of a new comedy-drama written for television by Mervyn Nelson. Package is tagged "Ad- ventures of Peggy." Aside from her video activities, Miss Fellows has a 10-week straw- hat schedule already lined up, She expects to appear in "Wizard of Oz," "Peg O' My Heart*' and 22 stations, sustaining and under local sponsorship, this week. Fairbanks went to Mexico where he lopped production , overhead | credits for all programs, using Mexican musicians and la-1 bori James Cv Petrillo, AFM top-i per, has not set up a scale for i soundtrack recording here and does not allow musicians to make soundtrack foi- video films for re- lease at this time. Al Stewart, Sandy Stevens, Au- gustin Lara, Margarita Lecuona, Allan Rankin Jones, Irvin Gra- ham, Jack • Owens, Bernie Wayne, and Monia Fleisher DERBY TO DEBUT ON TV; GILLETTE SPONSORING Louisville^ April 12. | The 75th running of the Ken-, tucky Derby will be televised by! WAVE-TV, in cooperation wMhi Saturday atter-l I "Ford Television Theatre," now ; aired the first Monday night each I month via CBS-TV, has moved up I the dates, on the last two programs of the sea.son to May 16 and June Jack Baker and Monia Fleisher Churchill Downs 13. Hour-long legit series bows cleffed 27 tunes i'or the vidpix, I -nn M ofT for the summer after that date, thus enabling Fairbanks to dodge i""""' "'■^^ '■ ASCAP's ruling which curbs mem-r ">l'<^'^''e Razor Co. will sponsor bers' tunes on teevce films. j the direct tfelecast of the Oerby, Leo Diamond, Tony LaRue, I with producti(in handled entirely John Matson, Rosa Linda, Reggie i by the WAVE-TV staff, under di- Dvokak, Ken Card, Royal Hawaiian ! rection of John Boyle, utiUzing Seronaders, Pierre Andre, Laura ! WAVE-TV equipment. Race will be Corbay, Judith Sargent, Leil Guer- called by Joe I*almer, New Yprk rero appear in series. Oscar Yerg 'iportsdaster, with locar color and with no plans flnaTTzed yet to bring it back in the fall. "Tlie Goldberg.s." usually aired Mondays from 9:30 to 10 and the new Ford Dealers' program, "Through the Crystal Ball," which occupies the preceding half-hour, will be cancelled on the two "The- "Jenny Kissed JA6" on the bucolic 1 atre" nights, "Crystal Ball" is to was art director ahd Edward Paul \ commentary by Bernie Bracher loop. * - I be launched next Mottday (18>. was iki charge of music, . 1 WAVE-TV cportscaster, There's a Newsreel In Ford s Future Hollywood, April 12. What may be the start of a Ford television newsreel to cover the country is seen in the setup be- tween Pord Oealefrs of Los An- geles and J. Walter Thompson agency whereby camermen will be hired by the agency to cover this territory exclusively for the deal- ers. Progress of the experiment Will be closely watched in Detroit and other key cities. . If it works out similar deals will be made with the eventual ex- change of news clips on a national ■basisw-: ■:■ Toledo —Ohio Bell Telephone Go. has begun laying a coaxial television cable from Dayton to Toledo, to be completed by Octo- ber. It will connect with the New York-Chicago cable and provide two television stations in Dayt<?n wltlt outsidie programs.