Broadcasting (Oct - Dec 1949)

Telefile: KECA-TV (Continued from Telecasting i) respectively finished seventh and tied for ninth. Additionally, the sponsors have been coming. Of a total of 23 hours weekly, 11% were sponsored during the week of Nov. 14. Also in the relatively short span in which the station has been operating, it boasts 29 accounts buying 50 spots weekly and eight participating advertisers. If a station has an audience the next question is whether the viewers are buying. Here again, the reports are happy: (A) . Los Angeles Dodge Dealers Assn., according to John Weiser, Ruthrauff & Ryan vice president, has broken all sales records for comparable seasons, since its entry into television. Mr. Weiser also reports that dealers have even traced truck sales directly to TV. (B) . While Hoffman Radio Corp. has been in television previous to its sponsorship of the football games, Don Larson, advertising manager of the firm, is enthusiastic about the medium in general as well as KECA-TV. In fact he credits the sales power of TV with the fact that the company's production in September and October of 1949 was six times greater than during the comparable period in 1948. (C) . One participation on a KECA-TV shopping show known as I'll Buy That grossed 128 inquiries and netted 65 sales for a plastic rain shoe. (D) . On a variety show. Campus To Campus, preceding each of the Saturday afternoon football games, Eastern Columbia (department store) through Stodel Av. has offered a variety of merchandise. One offer of a gaucho shirt advertised only via television caused the store to re-order three times in 10 days. (E) . Evidence that wrestling telecasts attract a fair percentage of women viewers is seen in a mail pull. Women were asked to write in for free "Ladies' Nite" tickets; this drew 400 individual requests from women in addition to requests from men. This resulted from two mentions on one telecast. For buyers of time, KECA-TV's rate card No. 1 covers Class A time from 7 p.m. to signofF, weekdays, and 12 noon to signoff Saturday and Sunday. Class B covers the 5 to 7 p.m. weekdays. The basic Class A rates break down as follows: Hour, $500; halfhour, $300; quarter-hour, $200; one minute or less, $100. All Class B rates are 25% less +han Class A. * * TT PERSONNEL-wise, KECA-TV comes under the broad direction of Frank Samuels, ABC's youthful Western Division vice president. Giving more of .his time directly to TV is Richard Moore, assistant general manager and director of television operations. Mr. Moore went out to the Coast in the spring of this year with Paul Mowrey, now network's head of television program sales, but then network head of TV operations. The two worked on many of the problems in connection with the launching of KGO-TV San Francisco and KECA-TV. Following this chore, Mr. Mowrey returned to New York and Mr. Moore was named to his current post. Under the ABC policy of integration of AM and TV, many of the Western Division department heads have responsibilities on both sides. But the station does have some specific personnel who do nothing but television. Among these are James Vandiveer, director of remotes, who has been credited with an outstanding job on the football games through his use of cameras. By using one camera on the field level viewers have been able to enjoy sideline activities not normally possible, and with another in the press box other features have been possible including a diagram of touchdown plays sketched on a blackboard and explained by Tom Harmon, play ■ by-play announcer. Phil Booth, program director of the station, shifted to the ABC outlet from KTLA (TV) Hollywood where he served in similar capacity for several years. Earlier he had worked for CBS television in New York in addition to work as a film cutter and editor in his native England. Phil Caldwell, Western Division technical director, is a veteran in engineering matters being versed in the scientific side as well as sales, following many years with General Electric. L. A. CHAMBER Forms Video Division ORGANIZATION of a television division of the Los Angeles Chamber of Commerce was announced last week by Harold W. Wright, general manager of the group. Furthering its plan to "make Los Angeles the television capitol" the C of C is increasing its efforts through the new section to "stimulate trade and create more jobs through development of television and allied business fields." Richard L. Bean, who has been acting as assistant publicity director and secretary of the television committee organized by the Chamber in, July, has been transferred to the new division. FEATURED speaker at the formal opening of WTTV (TV) Bloomington, Ind. [Broadcasting, Nov. 21], Sen. Homer D. Capehart (center) is welcomed by WTTV owners, Mary and Sarkes Tarzian. Sen. Capehart (R-ind.) together with other state and local officials dedicated the new TV outlet Nov. 11. RUSSELL HARRIS & WOOD Inc., 149 California St., San Francisco, preparing new package television show featuring Arthur Murray dancing lessons. Production to get underway immediately, package will be made available for national sponsorship. Royce Russell, president of agency, completed negotiations with Arthur Murray in New Y'ork for national rights to telecast lessons. Instructions will be presented by Murray experts under personal supervision of Mr. Murray. . . . Cine-Tel, Hollywood, has completed series of three one-minute films for California National Guard. . . . Telepix Corp., Hollywood, has produced one-minute live-action film for Hague & Thomas, Los Angeles (DeSoto dealers). Agency: Lilliard & Mattinson, Glendale, Calif. Canadian Broadcasting Corp. understood to be negotiating purchase of Montreal film studio with intention of producing TV films under its authority to build television stations. Renaissance Films, Frenchlanguage group making short feature films, has been approached by CBC and sale is said to be in advanced stage. This studio would be first in Canada to make TV films, it is reported. Studios are planned for Toronto as well. . . . Story-Ad Films, Hollywood, producing series of 21 15-second singing commercials for national distribution. WFIL-TV Philadelphia has obtained exclusive rights for showing of series of 13 motion picture classics in Philadelphia. Films, shown each Sunday at 3:15 p.m., began yesterday (Nov. 27). Highcalibre group includes, "Dark Journey" with Vivien Leigh, "Major Barbara" with Rex Harrison and "Pygmalion" with Leslie Howard. . . . United Videogram, Minneapolis, has moved its production headquarters to Chicago. New address is First National Bank Bldg., telephone RAndolph 6-7940. Clay Adams, manager RKO Page 18 • TELECASTING November 28, 1949 Pathe, 625 Madison Ave., New York, Commercial Film and Television Dept., has announced 16 one and two-reel films in production. Three being made for National Foundation of Infantile Paralysis, six for Civil Affairs Division of the Army, two for Watchmakers of Switzerland, one each for International Basic Economic Corp., Texas Gas Transmission Corp., National Selected Morticians, Lambert Pharmacal Co., and Biow Agency for Pepsi Cola. . . . Caston Productions, Los Angeles, currently preparing series of four one-minute live-action spots for General Control Thermostat Co., Los Angeles. Firm recently completed four films for Voit Rubber Corp., Los Angeles, and plans additional films for firm. Agency for both firms, Hixson & Jorgensen Inc., Los Angeles. Pathe Cine, New York, has announced super 16mm motion picture camera for television shooting. Camera weighing less than five pounds, has full frame focus permitting viewing through lens while shooting — feature regarded as important for video location work. Camera is priced under $400 and is tax free. Information can be obtained from Robert E. Brockway, president, 521 5th Ave., New York. "The Lord's Prayer," TV station sign-off spot, has been completed by Sherman Plan Inc., Washington. Pictorial background of scenes symbolic of this class invocation were filmed under supervision of Ken Adams, member of Royal Photographic Society and associate of National Photographic Society. Narration is done by Allen Phillips, former minister and now staff announcer for WOL Washington. . . . The Show Must Go On, featuring top show business figures, is being packaged by TEEVEE Productions, Hollywood. Cay Forester is mistress of ceremonies for half-hour variety show. BROADCASTING • Page 46