Weekly television digest (Jan-Dec 1963)

2— TELEVISION DIGEST MAY 13, 1963 to Codes. Commission is expected also to say that specific rules on commercial ceUings would allow it to mete out punishments short of "death penalty" Qicense revocation or renewal denial) — inning ceose-ddesist orders or levying fines. FCC doesn't know much about the business of broadcasting — particularly radio, which it hasn't studied recently — and this rule-making, may i>e a real primer for it. Said one commissioner, who favors proposal: "Broadcasters aren't likely to tell us much about the business — unless they're given an incentive." Commission may not be without support, to some degree, in its efforts. Rep. Harris (D-Ark.), chmn. of House Commerce Committee, of recent ratings-investigation fame, last week told Washington Ad Club: "The frequency with which advertising messages interrupt radio programming is something with which I am concerned, and I believe that the overage listener is not necessarily favorably inclined towards excesses in this respect." He also said, on a different front: "Much radio programming today is not balanced programming, and I think it can be stated without question that radio today . . . does not provide service at its full potential." RATINGS FRONT-HEARINGS, PLANS, STUDIES: Census Bureau witnesses are latest angle in Rep. Harris's ratings show — one or 2 experts to appear as Subcommittee hearings resume for 2 days. They appear May 14, RAB Pres. Edmund Bunker May 15. (For our roundup of "what to do," from station reps, see p. 3). Testimony from NAB Pres. Collins, FCC Chmn. Minow, FTC Chmn. Dixon, others, is tentatively scheduled for next week; Subcommittee wants to wait until Collins is ready with proposals. Other key developments this week in far-reaching ratings hassle: NAB research committee meets May 14 in N.Y., will talk with RAB about cooperative efforts; Nielsen meets with reps & station clients in N.Y. May 14-15; Harris addresses SRA awards luncheon May 16 in N.Y., is expected to make major commentary on ratings. Nielsen took unusual action of making public statement on unannovmced proposal of FTC — that re scorch firm divest itself of half its broadcast clients. FTC anti-trust action, according to Nielsen, would "require a division of Nielsen's national radio & TV audience research services among two or more research companies," says "FTC's proposals appear to be without legal or factual justification." Nielsen would have to drop at least one network, a few ad agencies & advertisers. Company spokesman estimates this would double cost to remaining clients, would create chaos because all TV networks wouldn't have same standards, could force Nielsen out of audience research entirely. Nielsen is in "battling mood," will seek court action if FTC proposals stand; this would likely last 1-2 years or more. Nielsen meeting with reps & stations this week follows earlier meetings with notional agencyadvertiser-network clients (Vol. 3:17 p2). More rep & station meetings are set for Chicago May 23 and on West Coast later — San Francisco or Los Angeles. At Sales Executives Club meeting in N.Y. last week, Nielsen Jr. said company would be "happy to cooperate" in industry auditing plans. RAB Pres. Edmund Bunker and NAB Pres. LeRoy Collins, with top aides, met in Washington last week to talk about cooperation, RAB has insisted it wants separate radio research project, through Advertising Research Foundation. It was agreed that RAB meet this week with NAB research committee in N.Y. Even if basis for cooperation is reached, RAB is still likely to go ahead with separate radio study. Research firm Sindlinger & Co., whose Pres. Albert E. made hit with Harris Subcommittee with his assertion that no sample should be below 2,000, expects this week to announce entry into local radio repxarts. Sindlinger inched into audience research last summer when Nielsen "cancelled" ABC Radio. (3omp>ony has since Sept, issued regular audience report for ABC Radio — its only broadcast client. Sindlinger will annoimce timetable for starting local radio surveys in 187 markets, using Tninimum 2,000 sample each. These ore same markets he uses for ABC. Sindlinger is ready to measure top 15 markets. He also tells us he's negotiating to get another network as subscriber to his national radio service.