Broadcasting Telecasting (Jul-Sep 1953)

By John Osbon FILM SHOWS CAN MEET NETWORK COMPETITION Despite heavy opposition from high-budget network shows, WGN-TV Chicago keeps its audience and advertisers happy by skillful programming of film. there's an old wheeze in a relatively new industry that when old movies die, they just pass on to the limbo of television, thus to harass long-suffering set owners as reruns from the vaults of film-minded TV stations. This chestnut may have evolved as a stock gag in the repertoire of most comedians, themselves long rescued from premovie or vaudevillian days, but some telecasters have long ago pulled that one out of the fire. It may be argued that "first-run" on TV does not mean much nowadays, when speaking of full-length motion pictures, and that companies have been mushrooming over the land, producing film especially for the video art. Whatever the observation, WGN-TV, the Chicago Tribune outlet, claims to have set a pattern which apparently has not only satisfied viewers but advertisers as well. Its TV film operation — comprising full-length movies and special packages — is acknowledged to be one of the best anywhere and certainly one well worth envy in the Midwest. WGN-TV stakes a clear-cut claim, at least, to having the largest collection of films of any station in the country, and airing more full-length features in one year than all major Hollywood studios produce in five. What makes the Tribune TV outlet's film operation so unique is that it is just as much a selling organization as a buying group, and affords prospective clients complete screening facilities for all type of film products. That is to say that advertisers and agencies have come to look upon WGN-TV as a clearinghouse for all that is available in film. As a result, the Tribune outlet today enjoys a prestige on film that would of itself, reject that old wheeze about old movies and tired re-runs. Bulwark of this successful film operation is a nightly (except Saturday) 10 p.m. strip devoted to full-length motion pictures purchased on an exclusive basis for budgetminded Chicago advertisers. As a result of careful planning and groundwork, WGNTV has put out the SRO sign for advertisers who want to climb aboard a highly-rated nighttime TV segment. Quantity To Quality Originally, the Tribune's TV property set out to corner the film market, with little regard for selectivity. But, about two years ago, a new policy was enunciated. WGN-TV set out to convince local advertisers they could obtain the best feature films on a "first-run"" basis. That philosphy has been strictly adhered to, not alone with full-length movies but with special TV package shows as well. Explaining the film pattern, Ted Weber, sales manager of WGN-TV, told B*T: "One of the reasons for our success in film is that we watch the quality of tl film — we maintain a separate engineerii department for film shading." Mr. Web ' also cites local American Research Bure; and TelePulse ratings for comparative pr grams, as showing the growing important of film programs. Mr. Weber traces the history of the 1 p.m. film pattern to Aug. 28, 1949, wbt WGN-TV first sold Jim Moran, ■ Courtesy Motors, on a film program at 9:.' p.m. — the first on a regular series bas It proved a grand success for Mr. Mora and the pattern has been disturbed litt since. Present sponsors in an average week, i addition to Courtesy, are Community Buil( ers. Mages, Foremann Motors, Hirsc Clothiers, and National Credit Clothes. (Th is the third year for Hirsch and fourth f( National.) The 10 p.m. strip has compiled an ei viable record ratingswise for WGN-TV, ou pulling the fare of other TV stations ft quarter hours, on the basis of August 195 TelePulse data. But even in May 1952, WGN-TV w; racking up impressive ratings, with five c the seven top-rated feature film programs i Chicago. The highest was the Evans Motio Picture Academy (then on Monday ev( nings in the 10 p.m. strip) with 20.6 pc average quarter hour. Others were: Coui tesy Theatre (Sundays), 17.3; Lewis Theati of Romance (Tuesdays), 17.1; Hirsch Ri quest Performance (Wednesdays), 15. ( Community Theatre (Fridays), 15.0. When these figures came out, Mr. Webe threw out his chest with enviable pride. "The unusual success of film features i commercial programming has been an e> tremely important factor in the WGN-T^ local sales pictures," he asserted. "Schedu ing has followed a definite policy directe toward developing a regular listening patter for feature films. . . . We find that man] of the feature film programs gain audienci ratings higher than the average live and higt budget network production. . . . Many spot* sors have followed the pattern in televisioi throughout the nation. Such program; achieve high viewer ratings and general^ represent the best 'buys' in television." Through these "theatre" programs, Mq Weber claimed, WGN-TV has introducec^ to the Chicago TV audience more first-rui« movie features than any other station. Th<j station still is expanding its film policy, witl ratings holding up just as solidly. (Sample August 1953 ratings: Weekday! An aura of oriental magic Introduces each of a series of 1-minute TV spots made by SARRA for La Choy American-cooked Chinese foods. To the clang of Chinese gongs swirling mists dissolve to reveal this girl with a La Choy package. Appetite-appeal and "how to" live action shots show how easy it is to prepare a delicious, money-saving La Choy meal. Expert photography and lightness of touch, combined with hard sell, give the effectiveness you expect of SARRA commercials. Produced for Beatrice Foods Company, through Foote, Cone and Belding. SPECIALISTS IN VISUAL SELLING New York: 200 East 56th Street Chicago: 16 East Ontario Street Page 114 c September 14, 1953 Broadcasting * Telecasting!