Broadcasting (Jan - Mar 1950)

Page scan 000132 from Broadcasting

Record Details:

Title:
Broadcasting
Date:
Jan - Mar 1950
Publisher:
Broadcasting Publications Inc.
Volume:
Broadcasting Telecasting (Jan - Mar 1950)
Leaf #:
000132
Language:
English
Subjects:
Radio Periodicals, Broadcasting -- United States -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
Library of Congress, MBRS, Recorded Sound Section
Sponsor:
Library of Congress, Motion Picture, Broadcasting and Recorded Sound Division
Coordinator:
Media History Digital Library
Description:
This trade paper began in 1931 with a focus on radio, but as the TV industry expanded in the post-World War II era, the paper increasingly became devoted to television (even the title changed to BROADCASTING TELECASTING). Developments in technology, policy, advertising, and programming were covered. The paper's advertisements and articles reveal the intricate relationship among sponsors, stations, program suppliers, and station representatives -- the industry's term for middle-men who represented numerous local stations in negotiations with national sponsors. The success of particular stations or programming choices are frequently trumpeted in BROADCASTING'S advertisements -- always with the goal of selling more of something, such as a film program or a station's spot advertising time. -- Eric Hoyt, 2014
Date Added:
June 13, 2024
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Starch Reports on Commercial Impact (Report 93) III ARTHUR GODFREY'S Lipton Tea commercial topped all others, with a 23 point spread between viewers and non-viewers of the commercial, according to an analysis of the Starch TV reports released last week. Other leaders, according to the analysis by Daniel Starch & Staff, New York, include Molly Goldberg's Sanka commercial with 16 points. Ivory Soap and International Silver with 15 points. The point spread is the number of percentage points difference between viewers and non-viewers of a commercial who originally selected the brand advertised when offered a choice from among several products. On the "liking" score, Mr. Godfrey's Lipton commercial moved into first place ahead of Texaco Star Theatre's Sid Stone Hawker commercial. The latter, the report revealed, while very high, has been dropping steadily in listener popularity each month. In a report by the television section of Advertest Research, Bulova was revealed to have achieved the highest impact rating of any TV spot in the New York area for November. The Bulova rating was 418.25. Following it were Lucky Strike, 373.50; Hi-V, 307; Chevrolet, 302.75, and Philip Morris, 294.25, according to Advertest. Ratings are based on a perfect score of 2,800 points as maximum impact for the week and are a weighted compilation of the number of respondents who view and can describe a spot. The sample included 1,200 persons interviewed during the week of Nov. 5-11. In the Los Angeles area TeleQue has released another type survey on TV commercials. The research firm rer)orted that during December the five top commercials "liked in order of their preference" were Log Cabin Bread, Texaco, Lucky Strike, Old Gold and Sunsweet Prunes. ^ % Video News Programs Covered in Survey NEWS PROGRAMS are viewed regularly by 73.5% of TV set owners, with three of the top four news shows cited aired between 7 and 8 p.m., according to Advertest Research. When respondents to the Advertest survey were asked whether they would rather watch a newscaster read the news on television or hear the program on the radio, almost six times as many people said they would rather ivatch the television newscaster. Although a preference was shown for the greater number of stories carried on radio nev/scasts, respondents said they preferred the types of stories covered on television. Radio news programs still are listened to regularly in 63.6% of the television homes in the New York area, however, Advei'test found. Of the top 10 radio news jjrograms still listened to, only one is presented after 7 p.m. and this one is at 11 p.m., according to the survey. Over 17% listen to this late program after turning off their television set. Daily newspapers were named by over 50% of those interviewed as their principal source of news, Advertest reports. Television was named second and radio third. For those who feel television is having a detrimental effect on education, Advertest points out that children take a major interest in video news programs. The report states that in almost 26% of the TV homes contacted, children, under 14, were regular viewers of news telecasts. The report covered 525 homes in the New York television reception area and was made in December. Weekly Television Summary Based on Jan. 9, 1950, Telecasting Survey Number Source of Outlets On Air Sets Estimate KOB-TV 1,500 Station WAGA-TV WSB-TV 20,500 Distr 1 bu tors WAAM WRAI -TV WMAR-TV 1 12517 TV Cir. Coiiiiii. WNBF-TV 2 300 WAFM-TV, WBRC-TV 6,750 Distributors WTTV 2' 000 Dea lers WR7-T\/ WN AC-TV 213424 TV. Comm. WBEN-TV 53 184 Buff. Elec. Co. WBTV 10 200 Distributors WBKB WENR-TV WGN-TV WNBQ 309733 TV. Comm. WCPO-TV, WKRC-TV, WLwf 50 000 Distributors WF\A/<« WNRI^ Wypl 119 1 03 West. Res. U. WRNQ TV WlWr WTVM VV D n 9 IV, W L VV V> f W 1 V PI 39 070 Distributors 9ee rf. w orTn'*iJQ 1 iQS iiSiin^. WOC-TV 5,030 Distributors Includes Dovenport, AAoliriG/ Rocic Islond/ WHiO-TV wi wn 23,800 Stations WJBK-TV, WWJ-TV, WXYZ-TV 145,000 Distributors WICU 18,100 Station WBAP-TV, KBTV, KRLD-TV 34,225 DIst. & Deal. W LAV-TV 9,000 Distributors WFMY-TV 8,150 Distributors K LEE-TV 10,000 Distributors WSAZ-TV 4,232 Distributors WFBM-TV 14,000 Dist. & Deal. WMBR-TV 4,160 Wholesalers WJAC-TV 7,850 Distributors 3,500 Dealers WDAF-TV 20,434 Distributors WGAL-TV 19,011 Dealers KLAC-TV, KNBH, KTLA, KTSL, KFI-TV KTTV, KECA-TV 302,635 Rod. & Appl. Assn. WAVE-TV 16,604 Station WMCT 14,125 Distributors WTVJ 12,300 Station WTMJ-TV 60,564 Distributors KSTP-TV, WTCN-TV 50,200 Stations WNHC-TV 58,400 Station WDSU-TV 10,273 N. 0. Pub. Serv. WABD, WCBS-TV, WJZ-TV, WNBT, Stations WOR-TV, WPIX 955,000 WATV Incl. in N. Y. estimate 1,001 Distributors WKY-TV 14,340 Distributors WOW-TV, KMTV 12,351 Distributors WCAU-TV, WFIL-TV, WPTZ 315,000 Elec. Assn. KPHO-TV 3,000 Dealers WDTV 55,000 Dist. & RMA 606 Eng. Est. WJAR-TV 19,750 Dealers WTVR 20,000 Distributors WHAM-TV 15,931 Distributors KDYL-TV, KSL-TV 9,800 Dealers WOAI-TV 2,505 Station KFMB-TV 20,100 Radio Bureau KGO TV, KPIX, KRON-TV 22,000 N. Cal. Elec. Assn. WRGB 52,000 Distributors KING-TV 15,800 Distributors KSD-TV 67,700 Union Elec. Co. WHEN 19,132 Distributors WSPD-TV 28,000 Dealers Assn. KOTV 7,800 CPA Audit 4,500 Dealers WMAL-TV, WNBW, WOlC, WTTG 91,000 TV Cir. Comm. WDEL-TV 21,804 Dea lers on Air 57; Stations on A' r 93; Se's in Use 3,565,994 City Albuquerque Atlanta Ba Itimore Binghamton Birmingham Bloomington Boston Buffalo Charlotte Chicago Cincinnati Cleveland Columbus Dallas, Ft. Worth Davenport Quad Cities: Dayton Detroit Erie Ft. WorthDallas Grand Rapids Greensboro Houston HuntingtonCharleston Indianapolis Jacksonville Johnstown KalamazooBattle Creek Kansas City Lancaster* Los Angeles Louisville Memphis Miami Milwaukee Minn. -St. Paul New Haven New Orleans New York Newark Norfolk Oklahoma City Omaha Philadelphia Phoenix Pittsburgh Portland, Ore. Providence Richmond Rochester Salt Lake City Son Antonio San Diego San Francisco Schenectady Seattle St. Louis Syracuse** Toledo Tulsa Utica-Rome Washington Wilmington * Lancaster and contiguous areas; ** Also claims coverage in Utica-Rome area. Editor's No»e: Sources of set estimates are listed for each city as available and since most are compiled monthly some may remain unchanged in successive summaries. Total sets in all cities surveyed is necessarily approximate since two areas may overlap. To offset this there are many scattered sets in areas not included in the survey. Set Failure Causes Studied by Lance NINETY-FIVE percent of the television sets that fail do so within the first three months of instalation, according to Lance Television Labs, Bronx, N. Y. Lance has released preliminary studies of a survey it is making on service calls, their causes and cures. The service outfit handles some 1,200 calls weekly. Of its first 50 complaints serviced Dec. 9, Lance disclosed, 12 sets had been installed in December; 10 in November; nine in October; one in September; two in August; three in July, etc. Four sets had been in-stalled in late 1948. Eight of the complaints on poor reception were due to ignorance of operation by new owners, and four of the other sets needed new small tubes. Replacement of a picture tube is necessary in only 20 out of every 1,000 complaints, the firm disclosed, and cause of most troubles is dampness caused by moisture penetrating circuit insulation, necessitating replacement of the circuit. On one call, fingerprints were the cause of blurry reception. Next most numerous troubles are in channel selectors, the survey revealed, or among small rectifying or oscillator tubes. Loss of value in such tubes throws reception off completely, although faulty tubes may be transferred from a video set to a radio set and perform well "perhaps for years," the company said. Most calls are received just prior to a major sports event. Overheating and a sizzling sound, Lance pointed out, are trouble signals. Survey completion is expected in March. Special reports of the survey, and reports at quarterly intervals thereafter containing brand-name information, will be available to TV set manufacturers in regard to their own products only. * * KNBH (TV) Rates To Increase WITH SOME 302,635 TV set owners in the Los Angeles area, KNBH (TV) Hollywood hourly rates for Class A time will be increased from $500 to $750, effective Feb. 1. Station breaks and announcements in that same class will be increased to $125 from $100. Increases were announced by Harold J. Bock, television manager of NBC Western Network, who stated that Class B and C rates will be adjusted accordingly. He advised that orders accepted (Continued on Telecasting 10) Page 8 • TELECASTING January 9, 1950 BROADCASTING • Page 54