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that the system cue sponsorship gives the participating stations the equivalent of more than five quarter-hours per week in terms of money; that this is "found money" that they would not be getting otherwise, and that the announcements are cued so that the stations may cut away after "this is ABC" if they have another soup product adjacent.
The campaign started Feb. 6. BBDO, New York, is agency for Campbell.
Nat Wolff to Direct NBC Show Planning
NAT WOLFF, vice president in charge of creative programming, Young & Rubicam's radio and television department, will join NBC April 1 as director of program planning for NBC-TV, Robert W. Sarnoff, president, announced last week.
Mr. Wolff, who will headquarter in New York but also spend much of his time on the West Coast, will have creative responsibilities in NBC-TV's future planning of regular and special programs.
He will report to Thomas A. McAvity, vice president in charge of NBC-TV. Mr. Sarnoff noted that Mr. Wolf has 30 years "creative" experience in the entertainment, broadcasting and advertising fields, having been a writer, packager, developer of talent, properties and programs as well as having originated new program concepts.
Mr. Sarnoff said Mr. Wolff will have "wide latitude in creating and developing new programs and properties, working with established stars and building new ones."
Mr. Wolff joined Young & Rubicam in 1951, leaving Metro-Goldwyn-Mayer where he was a top executive after World War II. During the war, he was deputy chief of the Office of Facts and Figures and later head of West Coast operations for the Office of War Information.
He entered broadcasting in 1926 with the Buffalo Broadcasting Corp. He went to Hollywood in 1934 to write, produce and direct Mary Pickford's radio program, and eventually established a radio department on the West Coast for H. N. Swanson Co., writers' agents. His next move was to the Myron Selznick organization, where as radio head he represented most of the top motion picture stars. Later, he left Selznick and set up his own agency, handling Hollywood stars for radio. When A & S Lyons bought out his organization, Mr. Wolff was elected a vice president for Lyons on the West Coast.
ABC Chicago Plans Move Of All Tv Units by 1957
COMPLETE tv broadcasting facilities of ABC Chicago will be moved from Kemper (Civic) Bldg. to State-Lake Bldg., 190 N. State St., on or about March 1, 1957, American Broadcasting-Paramount Theatres Inc. has announced. Studios for the network's WBKB (TV) will be "greatly enlarged." The move encompasses employes of WBKB and ABC Central Div., including radio-tv departments. WBKB thus returns to its original site of a few years ago before the purchase by United Paramount Theatres Inc. from Balaban & Katz.
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Broadcasting • Telecasting