Weekly television digest (Jan-Dec 1963)

NEW SERIES VOL. 3, No. 5 TELEVISION DIGEST— 5 FTC’s false advertising charges against Geritol (Vol. 2:52 p5) were denied by J. B. Williams Co. & agency Parkson Advertising, N.Y. Firms disputed Commission’s allegations that symptoms described in remedy’s commercials often indicate internal bleeding caused by deficiencies which Geritol doesn’t help, and that use of product may mask signs of serious disorders. Company declared that over 60 million bottles of Geritol have been sold in past 13 years with great benefit to “countless persons.” Dismissal of complaint was requested by Williams & Parkson, contending scope of FTC’s order was beyond agency’s jurisdiction. In similar case, Commission approved initial decision against Hadacol Inc., Chicago, for making nearly identical claims for New Super Hadacol. A $250,000 tape will be erased by NBC & producer George Schaefer after telecast of Hallmark Hall of Fame Feb. 6. Wipeout of Pygmalion, the Shaw classic starring Julie Harris & James Donald, was demanded by Warner Bros., which now owns rights to musical adaptation. My Fair Lady, and which cagily bought up film rights to play at same time. In eyes of Messrs. Warner, TV show taped in advance of telecast and stored for future play was in realm of “mechanically reproduced” entertainment. Point could conceivably be argued at length that tape & film are different media, but NBC had little choice with only few days to go. Thus, drama special will be one-shot in traditional sense with no replays on TV. Raising Japanese ceiling of some $3.3 million annually which can be spent by Japanese broadcasters for import (primarily U.S.) film or tape TV shows is major goal of John G. McCarthy, pres, of TV Program E.xport Assn., who left last week on extensive tour of Far East. Before leaving, McCarthy stated there was “optimum” chance that Japanese govt, would scrap ceiling system entirely, & allow stations & networks to buy foreign shows with “unlimited remittance of dollars.” McCarth also plans stopovers, for TVPEA propaganda purposes, in Australia, New Zealand, Hong Kong, Phillipines. New peak for advertising was reached in Nov. 1962 according to Printers’ Ink last week. General index for all advertising investment was at 247, with spending 3% above strong month of Nov. 1961. Magazines, interestingly, led gains, and largest increase, also point of interest, was in general monthly magazines. Network TV was up 8% with newspapers remaining even. Network radio, business papers & outdoor reported volumes below Nov. 1961 levels. Spot TV, not counted in general index of PI, was up 17% from 1961. CBS had biggest gains in gross TV time billings for first 11 months of 1962 vs. similar 1961 period, with increase of 16.8% to new level of more than $283 million, according to TvB. NBC had gain of 12% to reach $257 million. ABC moved up 7.4% to level of $186 million. Combined gross billings of networks rose 12.5% to new peak of $727.4 million. Daytime billings on weekends showed largest percentage increase (21.2%) in 11-month period, reflection of near sellout situation in nighttime TV which moved up only 9.3%. Return of radio drama — in FM stereo — will be pioneered by GE, which will pre-empt its weekly GE Music Theater Hour (QXR FM network) 4 times in March, April & May to present 60-min. taped stereo dramas featuring Agnes Moorehead, Joseph Cotton, Peter Ustinov, others. Loud commercials do exist — and something can be done about them — according to report in Feb. 9 TV Guide, by David Lachenbruch, managing editor of Television Digest. Networks do good job, he reports, but makers of commercials for local insertion use such varying techniques that station engineers can’t ride herd on them. He said several engineers suggest: “Commercials with concentrated (and compressed) sound should be run arbitrarily with their peak levels 3 db lower than the peaks of the programs preceding them.” Computers won’t replace “the judgment required in analyzing results” in media selection, and in tenns of end result “do not improve over currently available systems.” That’s opinion of Gerald Pickman, vp & dir. of creative research services for Kudner Agency, in recent speech before Sylvania advertising-marketing staffs. Computers were long on speed, short on intuition, he indicated. “First truly professional transistorized vidicon camera” has been announced by GE, which claims it’s “capable of handling up to 80% of today’s studio shows at operating cost reductions as much as 90%.” Among other claims for camera: picture quality similar to 4% -in. 10 tubes; initial cost 50% less than comparable 10 unit; camera channel, less monitoring, consumes only 155 watts. Resignation of Philip L. Graham as chmn. of incorporators of new Space Communications Corp. was accepted with “great regret” by President Kennedy. Graham, head of Washington Post Co. & Newsweek, explained that he had planned to resign upon selection of group’s chief executive officer, which should take place shortly; he also cited health reasons. N.Y. attorney Samuel Harris probably will replace Graham until completion of incorporators’ duties. “Communications Satellite Corp.” was formally established in Washington last week after approval by President Kennedy, as provided in Communications Satellite Act of 1962. Summary of articles of incorporation may be obtained from Newmyer Assoc., 1000 Vermont Ave., NW, Washington. “Combination rates” — joint deals for spots by 2 or more stations in an area — were attacked by FCC last week. It warned all stations involved to quit, “with reasonable diligence.” Commission said practice raises serious anti-trust questions, conflicts with FCC policy — and isn’t in public interest. Stations, as well as public, are entitled to protection from unfair competition. Commission said. Eight vhf drop-ins, long in works at FCC, are due for consideration by Commission this w'eek. Prospects are still favorable for addition of a channel each to: Oklahoma City (shift from Enid), Knoxville, JohnstownAltoona, Birmingham, Dayton, Jacksonville, Charlotte, Baton Rouge. Gannett Co. is buying WREX-TV (Ch. 13) Rockford, 111. for $3,420,000. Gannett recently dropped efforts to purchase WAVY-TV (Ch. 10) Portsmouth, Va., after FCC said a hearing was necessary on station owners’ promisevs.-performance record (Vol. 2:49 p4). Richmond, Va. ETV station is planned by group which is readying campaign to raise $752,089. Drive will be run by Central Va. TV Corp., headed by Thomas C. Boushall. “Public service grant,” amount undisclosed, has been given by Philip Morris Inc. to educational WNDT N.Y. — for 30-min. nightly news analysis The World at 13.