Broadcasting Telecasting (Jan-Mar 1956)

dosed circuit SPOTS FOR CASH • Democratic National Committee this week will begin series of experimental tv spots soliciting contributions for upcoming political campaign, using three tv outlets in as many states. Plans are to run 20-second spots on stations in Des Moines and two other cities, five nights weekly in prime time for four weeks to test potentialities of fund-raising via tv. If campaign successful, it will be expanded. Reggie Schuebel, head of her own New York agency, is doing timebuying for Norman, Craig & Kummel, New York, Democratic agency, and is considering dozen cities in clearing remaining two stations. Tv spot fund solicitation idea is said to have arisen after collapse of publisher-broadcaster Phillip Graham's plan to promote small contributions to both parties by use of radio-tv and other media, under bi-partisan aegis of Ad Council. B»T REPUBLICAN National Committee, through BBDO, New York, is planning to buy hour-long show near election time to be heard on two or three networks simultaneously. Republicans also understood to be considering several closedcircuit telecasts, via Theatre Network Television, so that President Eisenhower can talk personally to Republican organizations and rallies in number of cities at same time. Republicans used hour-long telecast in 1952 and TNT for Salute to Eisenhower and fund-raising dinners in 50 cities last month. B«T TRY, TRY AGAIN • Despite avowed effort of FCC to clean up pending tv hearing cases with greatest possible dispatch, it's learned that within past fortnight Commission has sent back at least two cases, one for reopening of hearing and other in what amounts to proposed reversal of original tentative decision. To be reopened for further testimony is Seattle ch. 7 case, apparently because Commission felt there might be "reversible error" in fact that one of main witnesses, Saul Haas, K1RO, had not been cross-examined on entire testimony. Other case, involving ch. 8 in Peoria, was sent back to Opinions & Review to rewrite opinion after it had been tentatively decided other way weeks ago. B»T WITH newspapers in many areas suffering because of tight newsprint supply, radio and television budgets are being bolstered, both locally and nationally. Reports last week from Rochester, where city's two newspapers carried no national advertising Wednesday, Thursday and Friday, and no local on Wednesday and Friday, were that broadcast outlets were getting windfall in new business. Similar situations are foreseen elsewhere if newsprint situation worsens. HUSH, HUSH • Very much under wraps is plan of Sears, Roebuck & Co. to introduce 21 -inch color receiver sometime during April. While leading mail-order catalog firm won't even divulge manufacturer, it's common knowledge in trade that its tv receivers are turned out by Warwick Mfg. Co. under RCA patents and with Silvertone brand name. B»T HAL DAVIS, timebuyer, Erwin, Wasey & Co., New York, is moving to Compton Adv., also New York, in similar capacity. Don Foote, timebuyer at Benton & Bowles, New York, succeeds Mr. Davis as timebuyer at Erwin, Wasey & Co. Both shifts take place this month. B»T REASONABLE FACSIMILE • Longer it goes on, more British commercial tv comes to resemble American original. With program sponsorship completely banned, commercial announcements were offered at first strictly on run-of-schedule basis, but before commercial telecasting actually began this had been modified to let advertiser pick general time (afternoon or evening) for his commercial, and now he can specify program his spot will be run in or next to. Soon, if London expectations are right, he will be able to pick specific time in program as well. If that's not sponsorship, it's so close as to be indistinguishable by most advertisers, and most viewers. B»T STANDARD Brands, New York, through Ted Bates & Co., New York, planning to use split-minute television commercial campaign including two different product mentions during minute of commercial time, starting April 2 for 10 weeks in number of markets. Blue Bonnet margarine and Royal desserts will share minute in some markets and margarine and Kendall dog food will share in others. In most cases margarine is 40 seconds and other products 20 seconds. Almost all stations queried reportedly have accepted split-minute. B»T UP AND DOWN • Stock value of Zenith Radio Corp., sponsor of Phonevision paytv system, shot up approximately $4.9 million last week after FCC Comr. Robert E. Lee's article advocating pay-television trial appeared in Look magazine (also see page 66). This based on approximately 492,000 Zenith shares outstanding and rise in New York Stock Exchange quotations from 126% at closing Monday, date Look appeared, to 136% at closing Friday afternoon. Stock of Skiatron Electronics & Television Corp., sponsor of another paytv system, behaved contrarily, dropping from AVs at Monday closing to 4'/s Friday, representing change of about $825,000 on 1.1 million shares on American Stock Exchange. THAT subscription tv demonstration over wire lines, promised by Jerrold Electronics Corp., Philadelphia, community tv system equipment maker, is still over horizon — because company has decided to use metropolitan area for test rather than small community. Lack of program sources in smaller cities was given as major reason for change and company is casting about for likely city with one million or more population for this purpose. B»T PARAMOUNT PLANS • Strengthening reports Paramount has big plans in tv film production, syndication and possibly network fields, KTLA (TV) Los Angeles. Paramount-owned station, will announce this week appointment to its staff of Harry P. Warner, former Washington lawyer specializing in copyright practice. Importance of copyright counsel to major program operation is obvious. B»T HALLMARK Cards is understood to be unhappy with its present time period on NBC-TV, Sundays, 4-5:30 p.m.', which is shared with Wide Wide World and frequently pre-empted by that program. As result, Hallmark feels it has inadequate consistency to build audience watching habit. Advertiser understood to be in discussions with both CBS-TV and ABC-TV hut so far has not found solution. Agency: Foote, Cone & Belding, New York. B»T MINNEAPOLIS DEAL • Currently in negotiation is projected sale of KEYD-AMTV (ch. 9) Minneapolis by Minneapolis Tower Co., with Morris T. Baker and family 85% owners, to syndicate which includes J. Elroy McCaw and John M. Shaheen. Transaction is on basis of $1.5 million for 100% but with Baker family retaining 25%. Messrs. McCaw and Shaheen and associates own KTVR (TV) Denver (ch. 2). Mr. McCaw is also principal owner of WINS New York, KYA San Francisco and KTVW (TV) (ch. 13) Seattle-Tacoma. Among Shaheen interests are WTAC Flint, KPOA Honolulu and WFBL Syracuse. B«T ONE of first communications to land on desk of President Eisenhower's new air traffic planner, Edward P. Curtis, when he was sworn in at White House March 1. was letter from FCC Chairman George C. McConnaughey alerting him to tv tall tower problem and desirability of having high structures (maximum 2,000 ft.) to provide maximum service. Gen. Curtis, who became Special Asst. for Aviation Facilities Planning at White House, is on leave as vice president of Eastman Kodak Co. and is long-time friend of President. He was major general and chief of staff to Gen. Carl A. Spaatz in World War II. Broadcasting • Telecasting March 12, 1956 • Page 5