Broadcasting Telecasting (Jan-Mar 1956)

at deadline Jerrold, GE Testimony Highlights Senate Hearing SENATE Commerce Committee Friday at uhfvhf hearing (earlier story, page 76) heard proposal by Milton J. Shapp of Jerrold Electronics Corp. for co-op tv systems combining tv "translators" and community tv methods, while Paul L. Chamberlain of GE showed members GE's new pea-sized Micro-Miniature tube, which he said makes improvement in uhf sets as effective as quadrupling ERP of transmitter. Mr. Shapp, president of Jerrold, said co-op tv system could extend tv to "every town of over 1,000 population in the U. S." by end of 1956, or some 600 communities with less than 10% tv saturation. He said Jerrold will apply to FCC today (Mon.) to install system in Ellensburg, Wash., already with community system. Called "Pea-shooter" plan because of use of "highly directional" antennas, Shapp plan would pick up signal from vhf network station outside fringe area community, amplify and convert by "translator" to one of 14 channels in top of uhf band and beam in "pea-shooter" fashion to receiving horn antenna in center of town, reconvert to vhf and distribute to houses on coaxial cable. He said monthly cost in community of 1,000 homes would range from $2.60 to $0.80 (depending on saturation). Jerrold also proposes to bring multi-channel service to towns not in rough terrain by series of "pea-shooter" translators serving as milliwave links. Mr. Chamberlain, general manager of broadcast equipment in Technical Products Dept. of GE's Electronics Div., called for "thorough, objective study" to determine if uhf service is adequate, saying uhf shouldn't be given up on mistaken impression service is not adequate, or lost through default by failure to help uhf ANA Sets 3-Day Agenda For Hot Springs Meeting TELEVISION and other media, advertising management, agency relations, merchandising, sales promotion, research and communications will be on agenda for Assn. of National Advertisers' 47th spring meeting, to be held March 14-16 at The Homestead, Hot Springs, Va., with close to 300 top U. S. advertisers on hand, officials are announcing today (Mon.). Arthur Dimond, advertising manager, H. J. Heinz Co., is program chairman. T. R. Shearer, A. C. Nielsen Co. vice president, will discuss coverage and costs trends and various strategies in television buying as one of features Thursday morning. Another highlight will be closed session Wednesday afternoon on agency relations, featuring panel discussion with audience participation on changes that may result from Justice Dept.'s action against American Assn. of Advertising Agencies and several non-broadcast media groups. Gerald Light, advertising and sales promotion director of CBS-Columbia, will present "A Case for Advertising That Whispers — But Still Shouts Its Head Off" at Friday morning session. Other speakers will include ANA Board Chairman Edwin W. Ebel, General Foods vice president; Fairfax M. Cone, president, Foote. Cone & Belding; Henry Schachte, vice president. Lever Bros.; Russell H. Colley. consultant to ANA Advertising Management Committee, and Richard K. Van Nostrand. Bristol-Myers assistant advertising director, on Wednesday morning; Don RADIO DID IT THIRTEENWEEK saturation radio spot campaign that started in mid-December 1955 [At Deadline, Dec. 19, 1955] for Heineken's Holland beer on four Miami, Fla., stations accounted for "100% sales increase of our product over December 1954," Leo Van Munchen, president, Van Munchen & Co. (importers), N. Y., told B«T Friday. Radio was only medium used in campaign. Agency is Peck Adv. N. Y. now. He said GE's new tube makes uhf noise factor 3 db better than when GE made report two years ago. Noise factor has been fundamental deterrent to uhf set performance, he said. Roger Putnam, WWLP (TV) Springfield. Mass. (ch. 22) asked for deintermixture in Connecticut Valley; Randolph C. Reed, KBMT (TV) Beaumont, Tex. (ch. 31) asked grant of ch. 4 there be withheld or KBMT be granted ch. 12; Martin F. Malarkey Jr., president. National Community Tv Assn., said NCTA will ask FCC for microwave relay bands to serve community tv on non-common carrier basis and said NCTA opposes federal or state public utility type regulation of his industry. Statements were entered in record by: Thomas E. Howard, engineering head of Jefferson Standard Broadcasting Co. (vhfs WBTV [TV1 Charlotte, N. C. WBTW [TV] Florence. S. C). standing behind Sixth Report and criticizing uhf operators for not using "maximum facilities available to them"; Kate Mueller, American Assn. of University Women, on education tv; J. E. O'Neill. KJEO (TV) Fresno, Calif, (ch. 47). aid B. Armstrong Jr.. McCann Erickson vice president and research director; Leroy F. Newmyer. Toledo Blade & Times, and Elmer Ward Jr., Palm Beach Co. executive vice president, on Thursday morning; R. C. Skillman. Champion Paper & Fibre Co.; William Kelly. Sinclair Refining Co.; Dr. George Perkins. Reynolds Metals Co.. and cartoonist Al Capp on Friday morning. Demonstration of "brainstorming" technique for developing ideas will be conducted by Willard Pleuthner, BBDO vice president, at closed session Thursday afternoon. ANA spring dinner will be held Thursday evening. Wednesday evening will be "Monte Carlo Nite." Friday's feature luncheon will present Roscoe Drummond. chief of New York Herald Tribune Washington bureau, in speech on "This Election Year." Minor Party Puts in Bid For Answer to Eisenhower EQUAL TIME dilemma of broadcasters in election year was focused Friday by request of Millerton Farrell Dobbs, presidential nominee of Nationalist Committee of Socialist Workers Party for time on radio and tv networks equal to that made available for President Eisenhower's Wednesday address. Request was denied. Networks cited substantially same reasons given for turning down Democratic Chairman Paul Butler's and Sen. Estes Kefauver's requests (see story page 31). ABC, CBS and MBS reported Friday they had not as yet replied to Mr. Butler's second wire, but NBC notified him it could not accede to his request. Robert W. SarnofT, NBC president, said network would continue policy of "fair and balanced" presentation of political views. • BUSINESS BRIEFLY NASH DRIVE • American Motors (Nash cars), through Geyer Inc., N. Y., planning spot radio announcement campaign effective March 26 for two weeks in more than 100 radio markets. GLAMORENE HIKES • Glamorene Inc. (rug cleaner), N. Y., increasing its April broadcast media budget by $250,000 for special 30-day tv spot campaign in 60 major national markets. Agency: Product Services Inc., N. Y. FIRST FOR BRECK • John H. Breck Inc. (hair preparations), Springfield, Mass., in first use of network tv, signed Friday with ABC-TV for three weekly participations on Afternoon Film Festival (Mon.-Fri., 3-5 p.m. EST) and one participation weekly on Famous Film Festival (Sun., 7:30-9 p.m. EST) for 13 weeks beginning in April. Agency for Breck — which will use shows to introduce new product, Breck's Hair Set Mist— is H. B. Humphrey, Alley & Richards, N. Y. ANOTHER ROUND • Lever Bros. (Imperial margarine), N. Y., placing another flight of spot announcements starting April 2 for 52 weeks in 28 radio and 18 television markets. Foote. Cone & Belding, N. Y., is agency. SALT SCHEDULE • For first time in several years. Diamond salt will utilize radio spot announcement campaign, starting April 2 for 26 weeks spread over 52-week period (three weeks on air, two weeks off, four on again, summer hiatus and several other flights after that). Approximately 30 markets will be used. Ogilvy, Benson & Mather, N. Y.. is agency. BORDEN BROADENS • Borden Co., N. Y., expanding radio-tv spot announcement campaign on behalf of new "rich-roast" instant coffee, introduced last September, in undetermined number of eastern markets, starting this month. New brand is slated to replace regular Borden's instant, which has been on market for several years. Agency: Doherty, Clifford. Steers & Shenfield, N. Y. BELLS AND BRAS • Grace Kelly-Prince Rainier III Monaco nuptial coverage scheduled on ABC Radio April 17-19 (11-11:15 a.m. EST) will be sponsored by Peter Pan Foundations Inc. (bras and girdles). N. Y., through Ben Sackheim Inc., N. Y. PICK UP OPTION • Bristol-Myers and Singer Sewing Machine, advertisers who held first option on Playhouse 90 (to start Oct. 1, 9:3011 p.m., Thurs., CBS-TV) both signed contracts late last week for sponsorships of portions of new show. Two half-hours are still available to other clients but network expects to sell those shortly. Young & Rubicam. N. Y., is agency for both. RUMOR, REBUTTAL • Reports continue to pop up to effect that Jackie Gleason, will telecast live next year on Saturday night CBS-TV show, but network authorities knock them down by pointing out that Mr. Gleason and his sponsor, Buick Inc., have firm two-year contract calling for filmed shows. HERB'S HOUR • New hour-long Herb Shriner Show will be placed by CBS-TV in either 910 p.m. or 10-11 p.m. Saturday period, starting in fall. Broadcasting • Telecasting March 5, 1956 • Page 7