Broadcasting (Jan-June 1933)

Lack of Practical Broadcaster Handicaps Wynn Net Venture Industry Skeptical After Many Delays ; Starting Date Now June 5; Wynn Going to Hollywood By SOL TAISHOFF ED WYNN'S third network, which he predicts will revolutionize broadcasting, remains an unknown quantity as postponement follows postponement of its inaugural programs over a group of small stations in the east. June 5 has been announced as the latest opening date, but still another delay is indicated. Despite the optimism expressed by Mr. Wynn and his associates, those initiated in radio are skeptical. Though they declare they wish the Wynn venture all success, they also express the belief that the Amalgamated Broadcasting System, headed by the comedian, is destined for failure unless a practical broadcaster flanked by capable executives takes hold. Thus far approximately $250,000 of Mr. Wynn's own funds is understood to have been invested in the project. First Hand Inspection AN INSPECTION of the Amalgamated setup was made by this writer May 18, at which time he also talked with Mr. Wynn, Ota Gygi, vice president and Mr. Wynn's partner, and several other officials. His appraisal was concurred in by others in the industry who have looked behind the Amalgamated scenes. It seems apparent at this time that the organization is lacking in business and technical personnel and organization. Although Mr. Wynn and his associates claim that their plans of operation will allow them a margin of profit at the outset, through both national and local sponsorship of programs, the soundness of the project from the business side naturally is being questioned. How the network promoters hope to get national business for a hookup of local stations, when the established networks are feeling the effects of curtaile4 sales, is mainly responsible for these expressions of doubt. Lafount Sees Studios WIDESPREAD interest in the project has been shown by advertisers, agencies, stations and the Radio Commission since the disclosure last February by this publication that Mr. Wynn contemplated establishment of a third network competitive with NBC and CBS. Commissioner Harold A. Lafount visited the headquarters of Amalgamated at 501 Madison Ave., on May 17, and conferred informally with its officials. He declined to discuss his views for publication. The consensus is that the Amalgamated project now is simply an idea, and that little thought has been given to anything other than the program end. There is not a practical broadcaster in the organization. Even while the studios were being furnished, it could not be learned whether control equipment, microphones, remote apparatus and other technical equipment had been purchased. Mr. Wynn has surrounded himself almost entirely with show people. Mr. Gygi, who now is acting as general manager, has had no broadcasting experience. A violinist by profession, it is understood he once was concert violinist to the King of Spain. A Mr. Goldman, who once operated a chain of cut-price radio stores in New York, is acting in the capacity of commercial manager. Circuits Uncertain THERE is still some uncertainty about the use of Western Union lines, in lieu of A. T. & T. balanced broadcasting circuits, for the initial six station hookup. While preliminary arrangements were made to use Western Union circuits from New York through Washington, it has been found that the cost of engineering these lines by Amalgamated personnel, together with terminal equipment, will almost equal the cost of A. T. & T. circuits, which are engineered by the telephone company and which are leased together with terminal apparatus. Of the six stations definitely announced as the first segment of the eastern Wynn network, it is reported that Amalgamated itself owns or has heavy financial interest in two and also is financially interested in one or two other small stations in the New York metropolitan area, all of which formerly were aligned in the third network project fostered by Walter Whetstone, Sr., former public utilities magnate of Philadelphia. WCDA, WBNX and WSMG. New York, which share time and which will be joined together as the network key, are said to be partially or entirely owned by Amalgamated along with WTNJ, Trenton. The three New York stations, according to Mr. Wynn, will be consolidated with the call WMET, although there is talk of calling it WYNN. Other stations which have been announced as outlets for this New York-to-Washington chain are WPEN, Philadelphia; WDEL, Wilmington; WCBM, Baltimore, and WOL, Washington. Executives Chosen FRANK ORTH. formerly an engineer with WABC, New York, CBS key, has been retained as chief engineer of Amalgamated, according to an announcement by the company. J. J. Beloungy, said to be "former chief engineer of WEAF", is his chief associate. George M. King, said to be wellknown in the show business, has been named director of Amalgamated Artists Bureau. The associate director is Irvin Z. Grayson, who was stated to have come di —YOUK FAVORITE type of Radio Program? Jointly with ihc Dispatch 'Pioneer Press, General Mills. Inc^ Invites you to help select the tj-pes of cnierlaiQment features -for a new radio program that it will soon offer radio listeners of the Northwest. Ad*ertlaer«, in pUnuiDg kdcI producing radio programl^J^tempt to gi\c the radio audJenM eatertaiommt and inatruction tbey enjoy. There are martj aplmdid programs on riie air today, bnt there li probabl? some typ* enlertaimnent whicb jou vronld particularly like and which you eitbtr cannot find or do not hear enough. This new profram, which will he broadcast Friday evening from 9:15 to 9:4S p.m., commencinf May 26th, will therefore be choMn and buiJt bj the radio Ksteners of the Northwest themselves. Determining Listener Preferences GENERAL MILLS, Inc., Minneapolis (Gold Medal Flour, Bisquick, Wheaties, etc.) long a leading radio advertiser, used this unusual tie-in with 30 newspapers of the northwest to inaugurate an experimental series of eight programs over WCCO, Minneapolis, and KSTP, St. Paul, which were linked together on May 26 for the first of eight programs designed to determine listener preferences. After the first ad and radio announcements, ballots began to pour into the stations. The preliminary announcements concerning the ad listed by name the 30 newspapers carrying it, eliciting a tremendous publicity response in those newspapers and considerable editorial comment on the excellence of the tie-up between radio and the press. General Mills plans to produce a regular program along the lines shown by the majority of the votes. rectly from WTIC, Hartford, and to have been previously with NBC in sales and promotion and with Metro-Goldwyn-Mayer as an associate director. Among others announced by Amalgamated as affiliated with the network are Ray Perkins, former NBC artist; Peter Dixon, newspaper man and radio continuity writer of "Raising Junior" fame; Phillip Barrison, formerly director of Colliers Hour over NBC; Beverly Bayne, old-time movie star, and Bessie Beatty, formerly of the editorial staff of McCall's. 50 Daily Features IN AN announcement on May 22, Amalgamated stated that the plan was still to use Western Union circuits with Amalgamated's privately owned booster equipment. It was stated also that more than 50 features are to go on the air daily over the network, once it opens, consuming 16 hours. "The drastic economies which we have effected by this procedure" (use of Western Union wires), Mr. Wynn said, "are to be passed on to our sponsors. A com mittee of Amalgamated officials and station-owners has been setting rates for sponsors, more than a score of whom will be on the air when we start next month. Our time schedule, of course, is a full 16 hours. We can say this now: The hourly rate for the whole Atlantic seaboard network is about the same as for one leading 'spot' station in New York city." In the same announcement it was stated that the next step in the network plans, following opening of the eastern group, will be the completion of a privately operated circuit between Baltimore and Pittsburgh, where WWSW, a 100 watter, is to serve as the link between the Atlantic seaboard network and the Michigan state network of six stations headed by WXYZ, Detroit. Mr. Wynn said that he will leave for Hollywood July 5 to make a picture for Metro-Goldwyn-Mayer. Though he will be gone for 12 weeks, he said he would keep in touch with Amalgamated headquarters by direct leased wire, using the facilities of C. D. Barney & Co., stock brokers. He plans to return to the air for Texaco, resuming his "Fire Chief" program over NBC after the film is completed. WMCA With Full Time, May Be Made The Key Of Select Station Group COINCIDENT with the acquisition of full time by WMCA, New York City, on the 570 kc. channel, reports are current that the station may become the key of a select group of stations in the east and middle west, that cover major markets. While the reports were not denied by operators of WMCA, details were not disclosed. WMCA several times in the last three years has been mentioned as the possible key for a quality group. About a year ago a meeting was held in Detroit by several prominent broadcasters with the object of working out plans for such a group, but nothing developed. WMCA acquires full time June 5 through consolidation with WPCH, owned by the same interests. Heretofore, it has shared the 570 kc. channel with WNYC, New York municipal station, and had been in almost constant conflict with that station before the Radio Commission. The Commission last year ordered WNYC to exchange facilities with WPCH. WNYC now moves to the 810 kc. channel, retaining 500 watts power. The Commission's decision was sustained in the courts. An inaugural broadcast by the consolidated WMCA WPCH has been scheduled for June 7 by Donald Flamm, president of the stations, from the stage of the Manhattan Theatre. The combined stations have pending before the Commission an application for an increase in power from 500 watts to 1 kw. IVANHOE FOODS, Inc., Augburn, N. Y. (Ivanhoe Mayonnaise) is using radio in selected cities of Southern New England, upstate New York, Pennsylvania, Ohio, Indiana and Michigan. Page 7 June 1, 1933 • BROADCASTING