Broadcasting (Jan - Mar 1949)

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Included are Dean Martin and Jerry Lewis; Henry Morgan; Charles Boyer, in a dramatic series created especially for him; Jose Ferrer, in a new dramatic series; Four Star Playhouse, featuring Rosalind Russell, Olivia De Havilland, Gary Grant, and Edward G. Robinson ; James Mason and his wife, Pamela Kellino, in a new dramatic series ; The Man Who Came to Dinner, a series based on the famous stage play ; My Life and Hard Times, a comedy series based on the book by James Thurber and being written by Mr. Thurber and Goodman Ace; Douglas Fairbanks Jr., in a series highlighting his swashbuckling roles; Dick Powell, in a revised version of the Richard Rogue adventure series ; and Kenny Delmar, featured as Senator Claghorn. It was reported in high network circles that U. S. Steel has switched to NBC from ABC. Harry Kopf, administrative vice president in charge of sales, revealed that 11 current evening advertisers on other networks have "expressed a desire to do business with NBC to improve their facilities and enlarge their audience." One of the best received of many speeches by NBC officials was Vice President John F. Royal's frank appraisal of the network's plight, in which he admitted "the opposition has been outpunching us." He recalled that NBC "had Godfrey once, but didn't even know it." Denny Plea Executive Vice President Charles R. Denny called for "hard work and imagination, week by week, month by month, to develop new ideas and talent, to prevent our programming from going stale, and to attract and hold audiences." "It means promoting our shows up to the hilt," he said. "It means lining up a well-planned schedule where each program contributes to the popularity of the others." In his talk he discussed plans for further development of "mood sequence" in programming, the cost of talent as compared with each rating point. The high rating of mystery shows which now appear as early as 8 p.m. on CBS was considered during one closed session and there were indications that NBC is changing its thinking on giveaway programming. Probability that Mr. Denny's idea soon will be put into practice were seen in the report that NBC has the following Sunday night schedule lined up : 6:30 — Dean Martin and Jerry Lewis. 7 — Audience participation show (to be announced). 7:30— Phil HarrisAlice Faye. 8— Fred Allen. 8:30 — Henry Morgan. At affiliate luncheon (I to r): Walter Damm, WTMJ Milwaukee general manager, Charles R. Denny, NBC executive vice president, and Wayne Coy, FCC chairman. 9— Theatre Guild. 10— Take It Or Leave It. 10:30— Horace Heidt. Network Periods Sold Mr. Trammell said NBC continues to have more network periods sold than any of its competitors. In evening network time, it has available only one and onequarter hours as contrasted with three and one-half hours for the "second network," he said. Of this amount, NBC is withholding one quarter-hour for a public affairs broadcast and expects soon to announce the sale of an hour period, he added. In the daytime, Monday through Friday, NBC has two and one-quarter hours open and the "second network" eight and three-quarter hours, he added. Coast-to-coast television by 1953 was forecast by Carleton D. Smith, director of TV operations for the network, at a special television session for the delegates. He reported that Wilmington will join the network by July 1, Hartford by August, and a Boston-to-Providence channel will be provided by September. Service to Rochester, Erie, Lancaster, Utica, Syracuse, Columbus, Dayton, and Cincinnati is promised for the last quarter of this year, he revealed. "As of Jan. 1, a Los Angeles-toSan Francisco leg will have been added and in the first quarter of 1950, Harrisburg and Norfolk will be connected to the network cable and a leg from St. Louis to Memphis added," he said. "Indianapolis will be added in March and Fort Wayne in May. Johnstown, Reading and York will be connected in September, Louisville in October, and three westbound circuits out of Chicago will be extended to Des Moines and Twin Cities in late 1950. The Davenport-Tri City area will be served by this leg." Mr. Smith disclosed that of 55 stations now in operation, 29 are NBC affiliates. Norman Blackburn, national program director for NBC television, outlined plans for additional popular and public service programs. He announced that the network plans to expand its special events operation, bringing to the viewer more programs like Operation Airlift TV and the special video pickup from the aircraft carrier Leyte. Mr. Kopf reported NBC anticipates all evening TV advertising periods "with very few exceptions," will have been sold or will be in an advanced stage of sale development before the end of the year." Survey Report A report was made on an NBC coincidental call survey conducted by affiliates Feb. 25 in eight markets. The survey showed 2,700 calls made and gave 42.3% of the audience to NBC and 11.5% to DuMont. The sets in use numbered 67.8. The resolution endorsing the network's policies: The affiliates of the National Broadcasting Company in Chicago today hereby express unanimous and enthusiastic approval of the network program policies past, present and those proposed for the future. Further, they are in complete accord MEMPHIS I |] 10,000 W DAY TIME 5,000 W NIGHT TIME '(lis flee Page 68 • March 7, 1949 Represented by RADIO REPRESENTATIVES, INC. BROADCASTING • Telecasting