Broadcasting Telecasting (Jul-Sep 1954)

What To Ask Film Salesmen By Jim Bentley Program Director, KCEN-TV Temple, Tex. LOUIS D. SNADER FIRST GAVE YOU LIBERACE ON TV FILM PRESENTS KORLA PANDIT AVAILABLE IN BOTH Va & >/2 HOUR FILM MUSICAL SHOWS SNADER PRODUCTIONS 9130 SUNSET — HOLLYWOOD 46 The only complete film library of its kind available anywhere — comprised of the internationally famous Encyclopaedia Britannica Films. Film Library Plan — permits you to chocse any 100 or more subjects of your own choice, which you may program in any way you see fit for a full year at a single low unit rate — in most cases, less than $4.00 a month per title. Unrestricted use includes: Unlimited repeat rights Clip & stock shot rights Rear screen projection rights, (loops, slides, etc.) Commercial film leader privileges All films come complete with film guides containing scenarios and listing all pictorial footage sequences. For TV Schools of the Air, for entertaining educational features, for commercial program packages, for dramaiic film production aids, for Iccal spcts for stard-by purposes— this unique TV Film Library Service is unexcelled. A FILM SALESMAN once told me that his package, like all the other syndicated film packages, had the one and only basic requirement for television — definition and contrast range suitable for transmission! This particular salesman previously must have sold intangibles, because this statement is about as ambiguous as "What's the price of your film package for thirteen weeks?" Foremost, the film package must accomplish the two proven purposes of the television medium by providing the station with high rated programming and selling the advertiser's goods at a proven profit. In order to rate your potential new film package, why not screen those film salesmen with some of the following questions: WHAT IS THE NET PRICE OF THE FILM PACKAGE IN VARIOUS SEGMENTS? IS THIS A STABILIZED PRICE? The cost of the film package must be not only a realistic cost but also a con trolled cost for varying markets. In many cases the net cost of the package will vary ! 5% to 20%, depending on the immediate needs of the station. Some distributors stabilize their package price by a percentage of station rate time, taking into considera | tion coverage area and set count. There are other ways of computing fair, stabilized pricings. Make sure your market isn't overpriced due to past sales propaganda. HAS THIS PARTICULAR FILM PACKAGE BEEN PLAYED IN THIS MARKET? HOW MANY TIMES? There have been instances when film salesmen quoted a one-run film series in a multi-channel market and the film package ran on a rerun basis over a competing channel. It is extremely important for the j sales staff of a station to quote the numbers of correct runs to the potential client, con J sequently the accurate number of runs in an area is a prerequisite to any sales presenta ! tion. As with any sales medium, the representative must know his product thoroughly and quote correct sales information. DUE TO CIRCUMSTANCES. . . TO TAKE the sting out of troublesome moments, WNBW (TV) Washington uses a set of cartoons, each dealing with a specific problem that interferes with tv transmission. All were drawn in rough form by Jay Royan, publicity director for the NBC o&o station, and then given to an artist for the finishing touch. Sam Newman, transmitter engineer, was the model. These four are typical of the set. "the library ti\al pays 'for teielf* Program Service (A division of Muzak Corp.) 221 .Fourth Ave., Ne* York % N. Y, • OAchi/d -47400 Page 114 • September 13, 1954 Broadcasting • Telecasting