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Many New Accounts, Renewals Reported by Networks for Fall
Brisk Business Forecast for NBC and CBS ; Summer Sponsors Stay on, Others Return
NEW SPONSORS and the continuance of by far the majority of those who stayed on the air during the summer augur brisk business for the NBC and CBS networks and their affiliated stations during the fall and winter season, beginning about Sept. 1. Seventeen new and renewal accounts have been scheduled by NBC to start during September and October, and 15 have been scheduled by CBS to start during September alone, according to press statements issued during the week of Aug. 22 by both networks.
"Many new programs, the revival of others which had won a wide following before retiring for the summer, and heightened interest resulting from the political campaigns and the advent of a national election — these are harbingers of busy broadcasting for the fall," reads the optimistic statement from CBS.
Many New Accounts
"AN INCREASE in the number of sponsored programs over CBS," the statement continues, "is assured— with many more auditions for prospective sponsors scheduled during the next fortnight."
The NBC statement points out that, besides the 17 new programs scheduled to start during the next two months, 47 summer sponsors on eastern and midwestern networks will continue this fall and winter and 10 more, which went off the air for the summer, or whose contracts expired this summer, will return.
New NBC programs and their sponsors and the dates they are scheduled to start, together with time of broadcasts, are listed as follows:
QUAKER Early Birds— Gene and Glenn return under their former sponsors, the Quaker Oats Co., Aug. 29. Songs and patter. Daily except Sunday over an NBCWEAF network at 8 a.m.
MALTED Cereals Co. will sponsor a new program on an NBC-WEAF network each Wednesday and Friday at 5:45 p m starting Sept. 9.
WHEATENAVILLE — New dramatic program featuring Raymond Knight as the editor of a small town newspaper, to be heard over an NBC-WEAF network daily except Friday and Saturday, beginning Sept. 9, at 7:15 p.m.
BEN BERNIE, the Old Maestro, who will bring his orchestra to an NBC-WEAF network each Tuesday night at 9 p.m beginning Sept. 13, under the sponsorship of the Premier Malt Sales Co.
SWEETHEART Program, songs and beauty talks on the NBC-WJZ network each Wednesday, resumes Sept. 14 at 11-45 a.m.
BIG BEN Dream Dramas, sponsored by the Western Clock Co., returns to an NBCWEAF network Sept. 25 for Sunday afternoon program at 5 :30 p.m.
DROMEDARY CARAVAN, a series of dramatic programs dealing with desert life and sponsored by the Hills Brothers Co over an NBC-WJZ network, starting Sept. 26, at 5:15 p.m. A new episode in this series will be presented each Monday, Wednesday and Friday at that hour.
REED MURDOCK & Co. (Monarch Brand foods) has contracted for a _ rogram as yet undetermined, to be broadcast over an NBC-WJZ network each Sunday afternoon at 2 p.m. First of these programs will be heard on Oct. 2.
WAYNE KING and orchestra, already heard in the series of Sunday programs over an NBC-WEAF network, will inaugurate a second series for the same sponsor, The Lady Esther Co., over a similar network Tuesday nights. This series will start Oct. 4 at 8:30 p.m.
THE THREE BAKERS, songs and comedy, will be heard again each Sunday evening at 7 :30 p.m., over an NBC-WJZ network, beginning Oct. 2, under the sponsorship of Standard Brands, Inc.
SEKATARY HAWKINS is the title of' the new dramatic script which the Ralston Purina Co. will present for the first time over an NBC-WEAF network on Oct. 4 at 5 :45 p.m. These programs will be heard each Tuesday, Thursday and Saturday.
THE MYSTERY CHEF will broadcast his foods talks once more for R. B. Davis & Co., beginning Oct. 4. He will be heard each Tuesday and Thursday at 10 a.m., over an NBC-WEAF network.
Death Valley Returns
CAPTAIN DIAMOND, a dramatic script, will be offered by General Foods in behalf of Diamond Crystal Salt on the NBC-WJZ network each Wednesday evening at 8 p.m., starting Oct. 5.
PACIFIC COAST BORAX Co. will return its famous Death Valley Days sketches to
the NBC-WJZ network each Thursday evening at 9 p.m., starting Oct. 6.
U. S. INDUSTRIAL ALCOHOL will sponsor a Sunday evening program over an NBC-WEAF network at 7 :45 p.m., starting Oct. 23 Program details not available.
STEPHEN F. WHITMAN & Sons, Inc., has taken time on an NBC-WEAF network each Wednesday evening at 8 :45 p.m. First program, on which no details are as yet available, will go on the air Oct. 26.
A. C. GILBERT Co., (Erector toys, etc.) will also be on the air each Sunday evening beginning Oct. 30. This program, alro undecided upon as yet, will be heard over an NBC-WEAF network at 5:45 p.m.
Summer Sponsors Stick
NBC PROGRAMS which expired at the end of the summer, but whose sponsors have indicated their intentions of continuing during the fall and winter without interruption, include: Steero Program, Billy Jones and Ernie Hare, A. & P. Gypsies, Corn Cob Pipe Club of Virginia, Schaeffer Lifetime Review, Lucky Strike Hour, Betty Crocker, Iodent Program, Tangee Musical Dreams and Tastyeast Jesters.
Continuing NBC programs were listed as follows: Armour program, Barbasol (with Ray Perkins), Old Singing Master, Everyday Beauty, Through the Looking Glass, Radio Household Institute, Paul Whiteman's Orchestra, Maxwell House program, Household Hour, Lady Esther (with Wayne King), Nestle's Chocolateers, Tower Health Exercises, Jack Frost Mel
NO LINE CHARGES— When they did not have time to have their dictated description of a rodeo transcribed, Royce Colon (announcing) and Jim Mogg (at machine) broadcast direct from a dictaphone record over KOIL. By this unique method, KOIL regularly covers big news events, the reporter-announcers dictating their description on the scene and rushing the records to the studio for transcribing to script and broadcasting.
HERE'S A different kind of a broadcast. It isn't an "electrical transcription." It isn't a "mechanical recording." It's just a broadcasting from the wax cylinder of a dictaphone. Royce Colon and Jim Mogg, reporter announcers for KOIL, Council Bluffs-Omaha, resorted to this when they didn't have time to have the records transcribed into script, after "covering" a rodeo during the afternoon. The result was not bad; it sounded much like an "international broadcast." The words were distinct, but hollow. However, the listeners got their description of the rodeo on time; that was what mattered.
KOlL sends reporter-announcers to the scenes of big news events in its area which are too far from the station for direct pick-up, or to which there is not time to run wires. The announcers dictate a description into the dictaphone,
just as they would into a microphone. The records are rushed back to the station, where they are put into script and on the air, by the same announcers who dictated them, if possible. In this way KOIL has been able to cover news events not otherwise available, and to give the listeners the word picture as "painted" while the announcer actually was witnessing the scene.
KOIL, during the past few weeks, has been rebroadcasting events of years past. From newspaper files a description of a noted local baseball game of the past or parade or similar public event is written, and this goes onto the air. During the autumn four rebroadcasts of famous football games played by Creighton University, Omaha, are scheduled. They will be heard just prior to home games.
ody Moments, Amos 'n' Andy, El Toro Weekend Revue, Sinclair's Minstrels, Royal Vagabonds, Chase & Sanborn Hour, Rameses program, Pat Barnes, First Nighter, Canada Dry program, Carnation Contented program, Rin-Tin-Tin Thrillers, Friendship Town, Cities Service concerts, Cliquot Club, Clara, Lu and Em, Jolly Bill and Jane, Enna Jettick Melodies, Thompkin Corners, Singing Lady, Country Doctor (with Phillips Lord), Pond's Dance program, Wheatsworth program, The Goldbergs, Big Time, Fleischman Hour and Soconeyland Sketches.
CBS Business Line-up
A CHRONOLOGICAL listing of sponsors and programs scheduled to start during the next month over CBS, beginning with the Aug. 29 presentation, was made public by CBS as follows:
AUG. 29 — "Myrt and Marge," sponsored by William Wrigley Co., returns as a fivenight-a-week feature, 7-7 :15 p.m. for eastern listeners and 10 :45-ll p.m. for the far-western audience.
AUG. 29 — "The Lone Wolf Tribe," sponsored by the William Wrigley Co., with Real Indian chiefs among the cast of program for juvenile listeners which returns for Mondays, Wednesdays and Fridays, 5:45-8 p.m., and rebroadcast for west at 6 :45-7 p.m.
SEPT. 6 — "Charis Musical Revue," sponsored by the Charis Corp. and presenting Ben Alley and Helen Nugent, "Sweethearts of the Air ;" Ann Leaf, organist, and a string trio; 2:15-2:30 p. m., Tuesdays.
SEPT. 6 — "Threads of Happiness," sponsored by the Spool Cotton Co. and featuring David Ross, Tommy McLaughlin and in orchestra directed by Andre Kostelanetz ; 9:15-9:30 p.m., Tuesdays.
SEPT. 9 — "Magic Piano Twins," sponsored by the Miracul Wax Co., featuring Harry Sosnik and William Moss, pianists, and Mary Norton, home economist ; 11 to 11:15 a.m., Fridays.
Time Program Returns
SEPT. 9 — "March of Time," unsponsored until Nov. 4 and thereafter by Time, Inc. This program, dramatizing the news of the day, will be a sustaining presentation through the exciting political campaign ; 8:30 to 9 p.m., Fridays.
SEPT. 9 — "To the Ladies," quarter-hour program featuring Evan Evans and Leon Belasco's orchestra, now goes to a half hour, 9 :30-10 p.m., Fridays. Sponsored by Andrew Jergens Co.
SEPT. 11— "Angelo Patri — 'Your Child,' " resumes under sponsorship of the Cream of Wheat Corp. Patri will be heard Sundays and Wednesdays, 7 :45-8 p.m. in the east, and 11:15-11:30 p.m. in the far west.
SEPT. 12 — "Evening in Paris Mysteries," sponsored by Bourjois, Inc. A new type of program for this radio veteran. A half-hour mystery drama, 9 :30-10 p.m.
SEPT. 13 — A new program sponsored by La Choy Food Products, Inc., title and talent yet UTiselected. Tuesdays and Thursdays from 11-11:15 a.m. ,
Football Feature
SEPT. 13 — "Aunt Jemima" returns for Wyeth Chemical Co. and will be heard Tuesdays, Wednesdays and Thursdays, 22:15 p.m.
SEPT. 15 — "Barbara Gould" returns with series of beauty talks for Barbara Gould, Inc., Thursdays, 10:45-11 a.m., with separate broadcast on west coast.
SEPT. 23— "Christy Walsh's Football show," gridiron program presented by General Foods Corp., 9 to 9 :30 p.m. Fridays.
SEPT. 26 — "Easy Aces," sponsored by Lavoris Chemical Co. Ace and Jane return with their bridge table troubles. Mondays, Wednesdays, Fridays, 10 :15-10 :30 p.m.
SEPT. 26 — "H-bar-0 Rangers," new program for children with cowboys, etc., 55:15 p.m. on Mondays, Wednesdays and Fridays, with separate program produced for western stations. Sponsored bv Hecker H-O Co.
"Still other new sponsored programs have been arranged for October and November," reports CBS. (See network account list
(Continued on page 26)
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BROADCASTING • September 1, 1932