Broadcasting Telecasting (Oct-Dec 1955)

STATIONS WBC NAMES THREE VICE PRESIDENTS — GOVERNMENT — however, co-channel interference involved would deprive 11,219 persons of service within WLAM's normally protected contour, the examiner pointed out. Against these losses, the examiner said, a first station for Newburyport would bring locally originated programs to 14,111 people and a new service to 58,629 people. Sarnoff Sees Selling Job In Youth Reserve Program BRIG. GEN. DAVID SARNOFF, chairman of the board of RCA-NBC and new chairman of the National Security Training Commission [B»T, Nov. 21], said in Washington last week that a job of selling the new reserve program— to both the youth of the country and the public — must be accomplished before the program will be successful. He blames the public's lack of understanding for the slow reception the program has received. Gen. Sarnoff said there are no definite plans to use radio and/or tv in promoting the program, but there is a possibility one or both may be used in the future. The NSTC is charged with administering the new reserve program, which provides that a youth may spend six months on active duty and complete his military obligations by serving IV2 years in the ready reserve. The reserve law became effective Aug. 9 but at the present time there are only 4,093 taking the six-month training. Richard M. Pack, Rolland V. Tooke and Harold C. Lund promoted to new positions by broadcasting company. THREE key executives of Westinghouse Broadcasting Co. were elected to vice presidencies last week. President Donald H. McGannon announced Thursday that Richard M. Pack, national pro been named vice president in charge of programming; Rolland V. Tooke, genera] manager of WBCs WPTZ (TV) Philadelphia, had been named WBC vice president-Philadelphia, and Harold C. Lund, general manager of KDKATV Pittsburgh, had MR. PACK been named WBC vice president-Pittsburgh. Mr. Tooke will supervise all WBC activities in the Philadelphia area and the managers of WPTZ and KYW in that city will report to him. Mr. Lund will have a similar position in the Pittsburgh area, with managers of KDKA-AMTV reporting to him. W. C. Swartley was elected vice president-Boston some time ago. his duties including supervision of WBZ-WBZ/ and WBZ-TV. "The growth of television and radio dail imposes upon the broadcaster increasing re sponsibility," President McGannon said. "With in WBC we are meeting this responsibility b expanding our top management staff to includ these new capacities of regional vice president' For the present, this expansion is now com pleted in the three cities where we have botl MR. LUND MR. TOOKE radio and television stations." WBC also operates WOWO Fort Wayne Ind.; KEX Portland, Ore., and KPIX (TV) Sai j Francisco. Mr. Pack's election. Mr. McGannon ex plained, reflects WBCs continuing emphasis or improvement of local programs on the com pany's owned stations. Announcement of the new vice presidencie followed a board meeting which coincided witl a three-day session of general managers o WBC stations and headquarters executives an< staff in New York. In a dinner meeting, mean while, Mr. McGannon's predecessor, Chris J Witting, now vice president in charge of con sumer products for the parent Westinghousi Electric Corp., was awarded the Westinghousi Order of Merit for his work as WBC presiden (story, page 110). In the management meeting Monday morn ing, presiding as president for the first time Mr. McGannon told the general managers tha the impact of both tv and radio "is so far reaching that we professional broadcasters an unable to estimate the long-range effect 01 Americans, and more specifically, on the youtl of our nation." It is necessary, he said, t( "come to certain common understandings anc sharpened focus on what are our true objec tives." He summarized radio and tv in this manner "Radio today is a vastly different art thai that which existed seven to ten years ago. Ii 1955, radio is a medium that is predominantly local and relies almost entirely on the creativi abilities of local staffs and a minimum on net work feeds. This is in sharp contrast to the op posite condition which existed prior to th< arrival of television. Radio lives on revenue received from local and national clients par ticipating in station-produced shows. The radic operation is today streamlined by necessity anc the format is largely service, news and music revolving about strong local personalities. "The penetration of this new radio is impres sive and effective and listeners numbering mif lions, during broad periods of the day, have been attracted to these local personalities Profits are to be realized, but in limited amount; and only by able, alert and aggressive management. "Television, despite its amazing advance, is From Governor to Gardening Expert . . . Drue knows 'em all! The Fabulous "Girl on the Go" DRUE SMITH Leading CHATTANOOGA RADIO PERSONALITY for many years! Drue knows everybody, everywhere, and everybody knows . . . and LISTENS to DRUE. Limited Participations are available. 10:05-10:30 a.m., 2:152:30 p.m., Monday thru Friday. This is a hot tip! F Ask BRANHAM ! D A T\ir\ NBC AFFILIATE IN KAUIU CHATTANOOGA, TENN. J CARTER M. PARHAM, President KEN FLENNIKEN, General Manager ft, Page 84 • December 5, 1955 Broadcasting • Telecasting