Broadcasting Telecasting (Apr-Jun 1955)

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Cam : WO3-3000 • Phlla.: WA 2-4649 INTERNATIONAL Economic Development Aided By Advertising, Gamble Says ADVERTISING on an international scale can hasten the economic development of the world's nations, Frederic R. Gamble, president of the American Assn. of Advertising Agencies, told the 15th Congress of the International Chamber of Commerce meeting Wednesday in Tokyo. Briefly, these are the main benefits that a nation's economy and its people can derive from advertising, according to Mr. Gamble: 1. Successful advertising enables sellers to find customers for their goods and services and thus to succeed in business. 2. Advertising, which stimulates new wants and desires (for cultural services as well as commodities), is one of the most powerful agents in raising the standard of living. 3. It also raises the living standard by selling new models, new designs and improved features, thus permitting older models to spread throughout the population. 4. Advertising supports mass media, helps to keep a nation informed and entertained and brings a national way of living to the country. Ziv's Stern Off to Europe EDWARD STERN, head of international activities, Ziv Television Programs Inc., left May 13 for a six-week European trip to meet with tv executives and producers in Germany, France, Holland and England. Mr. Stern will demonstrate the first German language version of Favorite Story, starring Adolph Menjou, and the French language version of Mr. District Attorney, starring David Brian. Mr. Stern recently returned from Havana, Cuba, where he completed arrangements for CMBF-TV Havana to acquire a Ziv package of six tv shows: Boston Blackie, Cisco Kid, The Unexpected, Mr. District Attorney, I Led Three Lives and Science Fiction Theatre. INTERNATIONAL SHORTS A. C. Nielsen S. A., Alpenstrasse 1, Lucerne, Switzerland, established by A. C. Nielsen Co., Chicago, as affiliated marketing research company, is eighth Nielsen associate company to be organized out of the U. S. Dr. Rudi Zingg, with experience in Nielsen operations in U. S., Great Britain and Netherlands, will head organization. CFPL-TV London, Ont., has published rate card 3, effective luly 1, with new class A time rates starting at $370 per hour and one minute spot announcements class A time at $85. CHSJ-TV St. John, N. B., has ordered 35 kw amplifier from Canadian General Electric Ltd., Toronto, to increase power to 100 kw video. INTERNATIONAL PEOPLE Louis Jose Arreaza Almenar, owner of eight Venezuelan radio stations and of Eastern Venezuelan Radio Network and part owner of Caracas tv interest, visiting U. S. to study possibilities of introducing tv into eastern Venezuela. Phil MacKellar, disc jockey, CKLW Windsor, Ont.. to CKFH Toronto in similar capacity. .lohn Boates, promotion dept., CKWX Vancouver, B. C, to promotion staff, CJAT Trail, B. C. EDUCATION r WLWT (TV) Joins Campaign To Aid Distressed WCET (TV) FACILITIES and talent of Crosley Broadcasting Corp.'s WLWT (TV) Cincinnati have been contributed in the campaign to raise a needed $150,000 to keep on the air WCET (TV), the educational outlet there. Ch. 48 WCET needs the money to continue its operations for the remainder of 1955. On May 6, WLWT conducted a special onehour show featuring nearly 30 staff members. Additionally the station is making numerous air promotions explaining the importance and value of WCET, and asking viewers to support the educational station during its critical period. According to WLWT, proposed legislation promises relief in 1956 for WCET. Under a new bill passed by the Ohio General Assembly (Substitute Senate Bill 42), the Cincinnati and Hamilton County schools, through a tax evaluation contribution, will provide the funds necessary for operation of the educational station. U. of Chicago's Redfield Heads New BFA Officer Slate OFFICERS of the recently established Broadcasting Foundation of America were elected at an organizational meeting in New York last week. The Foundation has been set up to provide world exchange of educational radio and television programs. Officers elected are Robert Redfield, head of the anthropology department of the U. of Chicago, chairman of the board of trustees; Frank N. Freeman, emeritus chairman of the Dept. of Education, U. of California, president; Seymour N. Siegel, director of radio communications for the City of New York (WNYC-AMFM New York), executive vice president and treasurer. The group headquarters in New York at 165 Broadway. CBS Increases Grants For Educational Use THE NUMBER of key CBS employes included this year in educational grants to universities and colleges from which the executives graduated has been increased from 16 to 20, CBS Foundation Inc., the agency that makes charitable and educational grants for CBS Inc. and its divisions, has announced. The Foundation instituted the plan last year as a method of assisting privately supported colleges and universities through unrestricted grants. Aggregate of the foundation's grants was increased this year to $40,000 from the $32,000 announced last year. Each grant was set at $2,000 as it had been last year. Dr. Frank Stanton, CBS Inc. president and member of the Foundation's board, noted that last year's grants were so well received both in educational and industrial quarters that the board decided upon an expansion this year. "The principle which CBS Foundation has adopted in this plan is one which affirms the obligation of our business and professional life to the institutions in all parts of the country which depend on private support," Dr. Stanton observed. Institutions receiving grants were named under a formula that automatically selects both junior and senior executives. The formula includes minimum service of 30 months on a continuous basis, and promotion to or beyond a specified level of responsibility, as well as graduation from an accredited privately-supported educational institution. The list of universities and alumni in this Page 142 • May 23, 1955 Broadcasting • Telecasting