Broadcasting (Oct - Dec 1950)

Vol. 39, Xo. 17 WASHINGTON, D. C, OCTOBER 23. 1950 I N S7.00 A YEAR— 2.5c A COPY NBC CHARTS COURSE Better Radio; All-Out TV Advance By J. FRANK BEATTY jNBC AFFILIATE stations can look forward to increasingly popular network radio during the next few years, with TV continuing its rapid advance toward eventual dominance among all media, station operators were told at the fourth annual NBC convention, held Wednesday-Friday I at Hotel Greenbrier, White Sul■phur Springs, W. Va. Some 450 management delegates were presented a network format designed to increase income from radio through a group of sales and progi-amming projects. They also were warned that nothing can stop NBC-TV's onward rush — not even a series of regulatory jolts or the competition of other networks or other media. Compared to some past NBC conventions, the Wednesday-Thursday formal proceedings were quite harmonious, aside from considerable criticism of a plan to make radio programs out of recorded sound portions of TV productions. AflSliates United If anji;hing, recent regulatory actions in Washington seemed to have brought affiliates into closer relationship. This was reflected in the annual report of Clair R. McCollough, WGAL Lancaster, Pa., chairman of the NBC SPAC committee. It appeared frequently during the meetings and again at a special Thursday afternoon session of TV affiliates. A joint radio-TV affiliate meeting was scheduled Friday morning. For aural stations, the West Virginia meetings brought new and dramatic techniques designed to shake NBC loose from what was described as a quiet autumn selling season. Charles R. Denny, NBC executive vice president, carried the ball for aural broadcasting, whose convention delegates indicated that they didn't want to be lost in the television shuffle. NBC was highly aware of this feeling and devoted the entire opening day's schedule to the older end of its business. Aural stations were told NBC had invested $9 million in radio talent in the past year to insure program leadership and surround lavish production with highly sale TWO-MAN huddle of affiliate member and network official between sessions of NBC affiliates meeting last week. Taking "breather" are Clair McCollough (I), president, WGAL Lancaster, Pa., and SPAC chairman, and Joseph H. McConnell, NBC president. able programs of low cost and high popularity. NBC made it very clear, however, that it felt TV will become the most important single influence on the American scene in the minds and opinions of people. The netwoi-k said it had over $35 million invested in current TV plant plans and predicted the visual medium would be more profitable than radio. NBC-TV is sold out at night, is selling the afternoon fast and will start serious sale of morning hours next. Mr. Denny submitted his fourpoint plan to help advertisers get still greater values than present aural radio reached. This plan consists of four projects: © Operation Tandem — rotating participation by six sponsors in five separate one-hour programs on diflFerent nights. © Night and Day — three-advertiser participation in two daytime and one nighttime period on a rotating three-week schedule. # Sight and Sound — three-advertiser rotating participation on a half-hour TV program and halfhour radio program. 9 This Is Television — new type of "radio" show consisting of taped excerpts of sound highlights of six big TV shows, to be sold to the respective TV sponsors. Plans Joint Use This last plan fits into the NBC theme that joint use of radio and television provides the best possible advertising purchase. It drew frequent and sometimes explosive reaction from sound broadcasters who said they would not ballyhoo television to their listeners by this means and thus cut their own throats. Suggestion was made that the idea be modified to leave television (Continued on page 20) fU£L fOR BAB NAB Group Maps Super Project REVITALIZATION of Broadcast Advertising Bureau as a fullfledged, fighting sales-promotion agent for aural broadcasting moved a step nearer realization last week as NAB's special board committee ironed out legal kinks involving organization of BAB Inc. under New York State's corporation laws. Still hanging fire was appointment of a permanent BAB director, at an approximate $35,000 per annum salary, to guide the sales promotion bureau through the early stages of its semi-autonomous separation from NAB. Selection of a prominent broadeasting executive and BAB's projected overall operational plan, as well as financial and staff requirements, are now under study for action by the special committee. It was not immediately known when the BAB group would convene, though a meeting is scheduled to be held in Washington shortly. Members of the BAB Committee, who acted as incorporators of the new bureau, are serving as temporary board of directors pending election of a "new and representative" board by BAB member subscribers. Matter of Speculation Who would direct the industry's refurbished sales arm was a matter of speculation at week's end, though it was known that a prominent radio executive would be tendered the position. Two or three prospects appeared to have ruled themselves out as possibilities following the BAB Committee's meeting in New York last Tuesday and Wednesday under chairmanship of Robert D. Swezey, WDSU-AM-FM-TV New Orleans. The new director would succeed Hugh M. P. Higgins, who has been serving as interim head of BAB since he replaced Maurice B. Mitchell this summer [Broadcasting, Aug. 21]. Mr. Higgins, former vice president and general manager of WMOA Marietta, Ohio, assumed the duties with the understanding that the new corporation would be free to name its own director. Mr. Mitchell, who left BAB to join NBC, is now associated with Associated Program Service. Edgar Kobak, consultant and part-owner, WTWA Thomson, Ga., who previously had been mentioned to take over BAB's reins on a temporary basis, told Broadcasting he definitely would not be avail(Continued on page 75) BROADCASTING • Telecasting October 23, 1950 • Page 19