Broadcasting Telecasting (Jul-Sep 1953)

I I ♦I nk SI i i*! N-T 1 ledi t ■ecli i II! i jpOf 1. I'isiqi average of 12.4 against 12.2 for another station, at 10 p.m.; 12.1 against 6.9 at 10:30, and 11.4 against 6.2 for 10:45; Sunday average of 17.2 compared to 13.6 at 10 p.m. and 18.0 against 9.6 at 10:15. Accumulated rating: in the high 80s.) Mr. Weber cites the case histories of a I number of clients — both on the 10 p.m. ! strip and on other segments — who have reaped rich rewards from film shows on \AGN-TV. (One of WGN-TVs policies is that it never cuts a full-length motion picture, but plays it to its conclusion, Mr. Weber noted.) Among other successful sponsors: Aaron Heating Co. (oil burners), which has grown from an annual $20,000 to a $1 million business in three years, largely because of a Sunday film: Chrysler dealers, and Libby Furniture, which recently called on Andy Frain's ushers one Sunday to handle crowds following a Saturday evening, post-wrestling film. Riding herd on WGN-TVs aggressive film department is Elizabeth Bain, station's film director, who buys huge quantities of all films that go to make up about 38% of WGN-TV"s program schedule during the baseball season and perhaps 50% after the season. (As of June, WGN-TV broke down its program schedule into 28.7% studio, 24.3% remote and 9% network.) Films are bought exclusively for each market for periods ranging from 18 months to two years. More Film in Future "Feature film programming has paid rich dividends for the majority of advertisers," Miss Bain said. "The continued success of feature film programming is almost entirely dependent upon fresh sources of products. Fortunately the prospects are getting steadily brighter. For the independent station, the feature film strip is a necessity. It has proved itself to be the financial backbone of weekly programming and has maintained a rating structure which has been stable and consistent. ... It has been successfully demonstrated that film will hold its own against network shows — but only if it is superior film programming." As an example of film holding its own, Miss Bain also cites the 10 p.m. strip as a commercial success pointed up by regular renewals and a waiting list for any cancellations. With respect to local film meeting network competition, especially live shows, Miss Bain says: "Independent stations have found film programming to be a financially sound answer to the problem of competing with high-budget network productions, but have learned the hard way that throwing film on the air is not sufficient in itself. Programming film requires imagination and showmanship." Miss Bain notes that, while the average release date of feature film has moved steadily forward (from 1930 to 1940, with some of 1950 vintage), its importance actually is decreasing. "Large blocks of clients are entirely limited by budgetary monetary considerations, but the minority will pay top prices for quality pictures regardless of release dates. WGN-TV ordered two iconoscope film Broadcasting • Telecasting \ fnagnecorder THE PROFESSIONAL TAPE RECORDER Precision engineered for unexcelled realistic brilliance and high fidelity, Magnecorders are preferred by radio engineers 3-to-l. Frequency response flat from 30-15,000 cps, 2 db. Compare the Magnecorder — the product, the performance, the price — and you'll see why it's the world-wide choice. magnecori 's the world-wide choice. one-case Portable Tape Recorder Lightens all remote work. A portable recorder and amplifier in a single case! Lightweight, rugged, reliable. t^e FAMOUS PT63 magnecorder — long accepted as the standard professional tape recorder; 3 heads for simultaneous record and playback 5— cfimensfOfial sound Binaural magnecorder Unbelievable realism ! Two simultaneous recordings on one tape give sound a perspective and a "third dimension. ' For demonstration, see your Classified Telephone Directory under "Recorders" or write INC. Dept. B-9, 225 West Ohio Street • Chicago 10, III. September 14, 1953 Page 115