Weekly television digest (Jan-Dec 1963)

4— TELEVISION DIGEST MARCH 11 1963 isn't. Asked by Stanton whether this meant he was making distinction between electronic & printed journalism, Moss replied : "Don't trap me into that." Sarnoff urged language of "suspension" resolution be revised to allow appearances by aspirants not yet nominated. In 1960 suspension applied only to "nominees." Minow suggested Congress determine who were qualified "nominees" entitled to time. Minow told Subcommittee that 1960 suspension "resulted in a wider and more effective coverage of the major candidates for President & Vice President and did not present any serious administrative problems for the broadcasters or the Commission." Similar action in 1964 would provide broadcasters with another good opportunity to evaluate effects of temporary removal of equal time requirements, he stated. Collins testified that Sec. 315 is "legal strait jacket [which] requires more than piecemeal removal." He said NAB would support temporary suspension in 1964, but would prefer that it applied to all candidates — national, state, local. Aligned against broadcasters were spokesman for American Civil Liberties Union, International Brotherhood of Teamsters, Socialist Labor Party. ACLU Washington Dir. Lawrence Speiser said broadcasters didn't do justice to minority parties during 1960 suspension, said First Amendment was written not to allow speech by favored few, but to preserve free speech for all. Labor Party spokesman Eric Haas warned that repeated suspensions of equal-time will lay foundation for eventual complete elimination. Prognosis is for another suspension similar to 1960's, no action to eliminate Sec. 315 entirely. NBC last week announced it will finance study by American Political Science Association to determine best format for 1964 Presidential campaign TV debates. Study will be carried out by group of political scientists & commvmicotions experts, headed by APS A Pres. Carl J. Friedrich. ADMEN GET TOUGH WITH TV: Madison Ave. tossed bombshell at TV networks last week in form of demand by one of industry's top admen, David J. Mahoney, exec, vp of Colgate-PalmoUve and man who largely controls C-P's multi-million-dollar network & spot TV spending. Speaking before ANA's TV workshop in N.Y., Mahoney laid it on the line — he wants TV to "guarantee audiences." What Mahoney proposed was advertiser's answer to problem of huge gamble facing network TV clients who must, as Mahoney put it, "put good money on the line for long periods of time on unknovra quantities with no assurances." Answer lies, he said, in developing audience guarantee technicpies akin to Audit Bureau of Circulation figures in print media. If advertiser backs a flop he should be "offered additional time free of charge imtil original levels ere met." At some time, he should be protected if he has a high-rated hit on his hands, Mahoney mged. C-P adman cited horrible-example cases of programs losing considerable advertising efficiency because of price hikes or network time switches. Sing Along with Mitch, he charged, was 44% less efficient in new slot which delivered smaller audiences. Dr. Kildare, riding crest of medical-show popularity, climbed 73% in cost in 3 seasons, and suffered 94% efficiency less from previous level. Perry Mason lost 21% of its efficiency with switch to week night spot, he said. Mahoney had some other jolts for TV besides opening blast in what may develop into widescole campaign by advertisers for circulation guarantees. He urged networks to work out system for pre-testing new shows to iron out kinks. (CBS announced coincidentally last week that it would do just that with 2-week preTV run of Calamity Jane with Carol Burnett before live audiences in Dallas this June.) He also urged more regional network TV shows so advertisers con test-market new products. On another Madison Ave. front, Yoimg & Rubicam, one of top TV-radio agencies, announced it had signed 2-year pact with Broadcast Advertisers Reports (BAR) to watchdog agency's TV schedule, providing audited report on every Y&R network & spot TV commercial on every TV station in top 75 markets every day of year, 24 hours a day. Move was hailed os "major advance" in area of TV proof-of-performance. System will check: (1) Whether commercial ran when it was supposed to. (2) Whether placement adheres to agency's standards for "product protection & over-commercialization." (3) What is happening within 60 product-class categories among TV clients competitive with those of Y&R.