Broadcasting Telecasting (July - Sept 1952)

FILM: TV'S CELLULOID CELEBRITY USE of film in television is carefully analyzed by the author, David Savage, manager of WCBS-TV New York's film department. Mr. Savage presents the practical approach that is of interest to the individual station operator. At the same time, he views the place of film in TV today with an eye to its future. As he explains in his timely article, it is "the film story as related to television today . . . and one which has merely begun." By DAVID SAVAGE MANAGER OF WCBS-TV'S FILM DEPARTMENT PICTURE a group of Hollywood executives sitting about a conference table, all looking rather glum. A gentleman in dark glasses at the end of the table is saying, "Our latest picture is so bad I'm afraid to release it . . . the only thing we can do is palm it off on television." This published cartoon never fails to get a laugh from visitors who see the blown-up copy of it in my office. Like all cartoons it is an exaggeration. In spite of some rather sad film offerings that have been shown on television in the past, we can, with assurance, borrow the motion picture industry's own slogan and alter it slightly to read, "Motion Pictures [On Television] Are Better Than Ever." Better in terms of quality, in terms of show ratings, in terms of all around entertainment value. This is also true of films produced especially for television. The prime example of this is / Love Lucy, whose quality and ratings have established a target for all producers to aim at. However, in terms of air-hours, feature films originally produced for theatrical distribution constitute the bulk of film used on television today. The following observations, then, refer mainly to the problems encountered in this type of film programming. Decision of Programming Aims: In programming feature films, some very important decisions must be made. 1. Type of Show. Shall we present a film show of various types of films, or shall we present a show of only one type? Television has room for both; and stations have been successful with both. There is, for example, the Mystery Playhouse (WABD New York). This show, as the name implies, presents only the better chillers and has attracted a loyal audience of considerable size. However, there is possibly more popularity in the general film shows — the most outstanding successes of which are probably The Early Shoiv and The Late Show both (WCBS-TV New York) which have attained ratings of close to 20 (A.R.B.) in a sevenstation market, competing against both live and film network and local shows. On these feature film shows we strive to present only the best and most recent films of all types — comedy, adventure, love, drama, mystery, both of American and British origin. Also to be consid ered from a programming point oi view is the fact that such a show is much more flexible and allows a station to take advantage of vari ous film offerings, rather than be restricted to one type. 2. Repeats. Shall we repeat a good picture, or play a second grade product for the same money Inevitably, this question has to be answered. And if the answer is "repeat," the next question is, "How often can we repeat a film in a given time?" Here, there is no one formula. The people in a given market, the number of channels, the number of film shows, the audience composition for each show, the change in total audience for given shows — all these factors must be weighed. However, don't be afraid to ask for a mail reaction to a repeat or to any idea you may have for a new technique in film programming. You'll be happily surprised to learn how much people want to help you achieve better programming. Purchasing : Your answers to the above will (Continued on page 113) Film editing job at WCBS-TV New York by Harry Heitzer (seated), Mr. Mr. Savage joins (I to r) Syd Chatton and Jack Sherry in screening a feature Savage (standing, center) and Chuck Hinds. film scheduled for broadcast on WCBS-TV.