Broadcasting Telecasting (Apr - June 1951)

EING <first' with television in Rochester seemed to us a perfectly logical development," William Fay, vice president of Stromberg-Carlson, the parent firm, and general manager of WHAM-TV Rochester, N. Y., says. "We have the oldest AM station in Rochester and we were first with FM. Why not pioneer in TV also?" As a television pioneer, WHAMTV today celebrates its second anniversary, also as a leader in the industry. Since the WHAM-TV call letters focused on Rochester's telesets — the station's debut was June 11, 1949 — the outlet has mounted an enviable record in a field where rising costs compete with the good-service credo. Nine months after its opening, the station was operating at a profit and continues to do so. Mr. Fay, looking back on two years of operational growth and development, reflects: "The next TV station to appear in Rochester will miss most of our early headaches, but it'll miss most of the fun we had, too. Being in a onestation market is a mixed blessing, as everybody knows. Yet, I wouldn't trade the satisfaction of launching TV here, despite the worries of finance, programming and staff reorganization." All three of these facets in WHAM-TV's operation are being handled in the most direct and, Mr. FAY Page 66 • June 11, 1951 incidentally, most effective way. For example, Robert C. Tait, president of Stromberg-Carlson Co., jolted stockholders a year ago when he announced the black side of the ledger, as previously mentioned. Another illustration is staffing. WHAM-TV, the video companion of WHAM-AM-FM, drew from its radio experienced executives for a double combination of youth and experience. Experienced Young Men Guide WHAM-TV As Mr. Fay puts it: "Where we're fortunate is in having very experienced department heads who are old-timers in broadcasting and yet still young in years." Charles Siverson, program director, is 43 and a veteran of 21 years at WHAM; John W. Kennedy Jr., sales manager and administrative assistant to Mr. Fay, is 47, with 25 years experience; Kenneth Gardner, director of engineering, is 44 and now in his 25th year at WHAM; George Driscoll, 41, and Alfred Balling, 49, transmitter supervisor, have each compiled 22 years service at the station. Mr. Driscoll is the only member to have shifted entirely into television as supervisor of TV studio engineering, but the others maintain dual responsibilities in both AM and TV, except for the sales department which is split. In this department, Arthur W. Kelly is assistant sales manager for AM and Truman Brizee, assistant sales manager for TV. Both radio and television promotion are headed by Armin Bender; announcing and sports staffs by Bob Turner; the news bureau by David E. Kessler. Gene Zacher, WHAM music director, is an assistant TV producer and aide to Mr. Siverson. Syl Novelli, WHAM producer, also is director of the TV sales service. John Crosby, formerly manager of RCA Exhibition Hall, is executive producer. In programming, Mr. Fay at the outset decided to operate seven days a week, using local live originations and network service. To achieve this, the station had to acquire costly studio equipment Te/efi/e: WHAM-TV Rochester's Pioneer Outlet Marks Its Second Year and also invest in a mobile TV unit. Acquisition of network service also called for capital outlay because when the station went on the air, the AT&T connection terminated at Buffalo, 70 air miles away. This problem was solved by construction of an air relay booster mid-way between Buffalo and Rochester, taking programs direct from WBEN-TV Buffalo's transmitter. The arrangement continued six months until AT&T put up its own microwave relay between the two cities and tied Rochester in to the coaxial cable from Cleveland and Erie. WBEN-TV's help in those early days kindles a spark of gratitude in Mr. Fay, who points out that not only was his station able to obtain certain network programs but also a number of sponsored WBEN-TV originations "which brought us both programming and badly needed EXECUTIVE brain trust of WHAMTV, in addition to Mr. Fay, includes (top to bottom): John W. Kennedy Jr., general sales manager; John Crosby, executive producer; Kenneth Gardner, director of engineering; George S. Driscoll, supervisor of studio engineering; Charles W. Siverson, program director ► revenue. All along the line, the help from WBEN-TV placed us greatly in their debt." WHAM-TV's program schedule has increased from an average 36% hours per week during the first month's operation to 78% hours per week at present. It programs 11 a.m. to midnight, Saturday and Sunday, and 1:30 p.m. to midnight, Monday through Friday. It is affiliated with all four networks. Programming Stresses Educational Productions In assuming its responsibilities as a leading television station, WHAM-TV has been developing toward a more "aggressive" policy. An essential part of this policy is emphasis on educational, public service productions. Several months ago, the station cleared all commercial commitments (Continued on page 80) Telecasting BROADCASTING