Broadcasting Telecasting (Apr-Jun 1955)

THE ORDER CHANGES AN ERA ends at the FCC with the nomination by President Eisen hower of Richard A. Mack of Florida to succeed Comr. Frieda B. Hennock, who for seven years has been the Commission's most exciting and most excitable member. Miss Hennock was the first and only woman to serve on the Commission. There obviously is no present disposition to appoint another. The question arises whether Mr. Mack's ascendancy will mark the beginning of a new era at the FCC. He is the third commissioner named by Mr. Eisenhower direct from the common carrier field, and who has been identified with National Assn. of Railroad & Public Utilities Commissioners. Chairman George C. McConnaughey, a former president of this association, had been head of the Ohio State Commission, and Comr. John C. Doerfer had been chairman of the Wisconsin Commission. Mr. Mack comes well recommended, and those who know his Florida service say he has great capacity and ability and is progressive. Both Messrs. McConnaughey and Doerfer have demonstrated energy and have quickly absorbed knowledge of the FCC's complex functions. The one misgiving heard is that a common carrier regulatory background breeds a common carrier approach to broadcasting, wherein the government fixes rates charged the public, and controls profits. Such a concept, applied to radio or television, would destroy its free estate. It is gravely important in the FCC's consideration of subscription tv. So far these misgivings have proved groundless in the cases of Messrs. McConnaughey and Doerfer. If anything, they have been . . . An Editorial more liberal in their approach to the freedom of broadcasting from undue regulation than some of their non-common carrier colleagues. Miss Hennock, for example. Mr. Mack adds a new dimension to the FCC's membership in another respect. He majored in business administration at the University of Florida. Before he entered state government, he was general manager of the Port Everglades Rock Co. in Florida, suppliers of rock for road-beds and for other construction purposes. The FCC now has four lawyers (McConnaughey, Hyde, Doerfer and Hennock); one accountant-attorney (Lee); one engineer (Webster) and one businessman-broadcaster (Bartley). Mr. Mack's appointment subtracts one lawyer and adds one businessman. A footnote on Miss Hennock. It would have been better if she had decided not to seek reappointment after having devoted seven years, at personal financial sacrifice, to the government. It had been apparent for some months that the Administration had no intention of reappointing her. But she nevertheless insisted upon keeping her own counsel and of awaiting what to her colleagues and most observers was the inevitable. Miss Hennock worked hard at those projects which interested her. She was the Joan of Arc of educational television. She went all out in support of the minorities. Legally, she kept the record straight. There was no doubt about where she stood on any subject of interest to her. Each became a cause celebre. Miss Hennock, we have no doubt, will do well in her return to law practice. She is able and persevering. We would rather have her for us than against us. as a powerful and salable advertising medium despite television. TELEVISION Television had an impressive show of its own Thursday, the final day. Starting with earthy talks by several industry pioneers, the day moved along with two important talks by two network presidents — Sylvester L. Weaver, NBC, and Dr. Frank Stanton, CBS Inc. Then in the afternoon the tv program got down to hard cash as Television Bureau of Advertising took over. Finally NBC's exciting new film showing tv's power was shown. The film is titled "Strangers Into Customers." TvB President Oliver Treyz called television the "greatest catalyst" to bring buyer and product together and produce sales. He showed a film based on an after-purchase survey of shoppers that credited tv with having influenced the purchase of over half the dollars spent in supermarkets. All program forms must be used if television is to program for everybody, Sylvester L. Weaver, NBC president, insisted, calling for continual examination of both the audience and programs. It'll take some gambling on shows, talent and projects, he said — a risk, incidentally, that only a network can afford and the reason great network service is so important. CBS President Frank Stanton announced the network plans to set up a public committee to find out what the public wants from television. The network will have no connection with the committee, once it is formed. The Thursday morning program, with its historic review of television's 10 years, included a review by Dr. Allen B. DuMont, president of Allen B. DuMont Labs and DuMont Tv Network, of the medium's early years up to the end of World War II. He looked ahead to spanning of continents and oceans, bringing understanding among peoples, peace, culture and an end to poverty and disease. Forget the outlay of color tv, Harold Hough, WBAP-TV Fort Worth, said. This true pioneer of the electronic media said color will revolutionize all advertising "and I do mean all." The most pressing public problems of FCC and Congress "is lack of acceptable, available tv stations in order that the public may receive a variety of programs easily," said Robert E. Kintner, ABC president. He told the tv session that only 42 markets have three or more tv stations and urged "some degree of de-intermixture." While the NARTB Tv Code has been running over three years, there's "disturbing evidence" some tv station operators figure a dollar is more important than self-respect, John E. Fetzer, president of the Fetzer Stations, said. He retired as first chairman of the code board. "Self-respect attract dollars," Mr. Fetzer reminded, calling for support of self-regulation. TWO HIGH SPOTS There were two "sleepers" during the week— a sermon on broadcasting's blessings and its commercial merits by Rev. Dr. Norman Vincent Peale and a public service exposition that vastly exceeded the dreams of its truly service-minded sponsors, NARTB and Advertising Counci!. Dr. Peale had over 2,000 luncheoners alternating between cheering laughter and pride in their achievements. There's nothing wrong with commercials or profit, he said. What's more, he would rather listen to commercials until doomsday than to programs conducted by the government. He found ready accord among his listeners, who also cheered his claim that radiotv must have full access to public affairs if the nation is to remain free. They felt a sens; of pride as he called them fellow evangelists who have done much to bring about a great religious revival in this country. Large — but not large enough — crowds visited an astounding disp'ay of public service activities blessed with the cooperative time and facilities of advertisers and electronic media. Thesa displays were effectively set up in the vast lower floor of the new Sheraton Hall. Government officials and legislators were among guests who saw the displays. Unfortunately many visitors Broadcasting Telecasting failed to appreciate what they were seeing because they tended to chat rather than inspect. Even so, the idea was viewed by many as one of the most effective ways yet found of establishing advertising and radio-tv in the public mind as service facilities. The first largescale show of the sort, it deeply impressed those who took the trouble to look around. HONORS Principal award was presentation of the Keynoters gold key to Mark Ethridge, WHAS-AMTV Louisville and Louisville Courier-Journal and Times. Not an official convention event was presentation of the first achievement award of Radio & Television Executives Society to James C. Hagerty, Presidential press secretary. Calm counsel came from Mr. Ethridge who found radio programming at its best in 35 years; pointed to danger of advertiser-agency control over programs; conceded Congress has the right to conduct a study of radio-tv; asked for clear governmental policies, and urged objective regulation free from executive, legislative and industry pressures. NARTB ITSELF NARTB President Harold E. Fellows politely but emphatically told broadcasters they're failing to take issues to the public when they know the cause is right and failing to gain full confidence of elected officials. He observed with pleasure radio's "return to stability as the lowcost advertising medium," ascribing it to better management and selling. He warned NARTB will join the subscription tv ballyhoo parade if mass-influence attempts by interested groups continue pending FCC's adoption of a policy. The only structural development within NARTB was the election of five directors to the Tv Board. Eight new directors, elected last winter, began their terms as members of the Radio Board. SIDE MEETINGS With the industry's inevitable expansion, the number of specialized organizations has May 30, 1955 • Page 29