Broadcasting Telecasting (Jul-Sep 1956)

ANY NEWS. PICTURED IS FIRST SESSION ON TAP? was newsworthy — was geared for microphones and cameras. It was a carefully calculated effort to reach maximum audiences in the populous East, but the audiences were not there in the numbers expected. Typical of the many admonitions to make it look good were those of Rep. Charles A. Halleck (R-Ind.), who placed Mr. Eisenhower's name before the delegates. He said: "I have said I am speaking not just for myself or you delegates, but also for millions watching and listening by television and radio. For them, and in their behalf and for myself and for every single one of the delegates here assembled I speak now to President Eisenhower, who I am sure is observing these proceedings." Later he called for approbation by shouting: "And let all America hear your answer." Again he exhorted: "Let me say to you delegates and to the millions over the nation who are following this convention. . . ." Until President Eisenhower's appearance Wednesday, the biggest news in San Francisco was the arrival the preceding afternoon of the Chief Executive and his entourage by plane from Washington. So great was the dearth of news at the Cow Palace that all networks took to the airport several miles away and hastily set up cameras to practically "talk" the Columbine in from the moment it hove into sight. Then the networks followed the Eisenhower caravan downtown to his hotel, while members of the cabinet talked to virtually deserted galleries. Usually, the arrival of the presidential plane is an ordinary event, covered in routine fashion, if at all. Competition for some kind of news stories was keen among network news and programs most of the week with the exception of the President's unexpected conference and Vice President Nixon's sudden departure to be with his ailing father. Network spokesmen cited instances of "other networks" bird-dogging roving cameramanreporter teams to catch every possible scrap of news and try to avoid repetitious "color" commentary and "social" interviews. Despite the lack of excitement, the advertisers over the three combined radio-tv networks and over Mutual, appeared pleased with their network sponsorships. The networks themselves, notably during the first two days of the convention, were hard put to fulfill their commitments on minimum lime for the convention coverage, because of the listless, relaxed proceedings. One network commentator said it was like a motion picture production, with everything happening according to script. But there were signs aplenty, with the conventions over, that the political battle of the air-waves will begin in earnest. Demands for "equal time" under Section 315 of the Communications Act are regarded as inevitable. Each side is expected to seek mathematical balance on a sustaining basis. But it already is conceded that the GOP, with plenty of money available, will overshadow the opposition in purchase of network radio and tv time, plus spot films and transcriptions. Indeed, the Republicans do not appear to be worried about a thing — except the President's health. Among themselves they talk freely about the President's condition, but publicly, it is taboo. GOP Campaign Director Robert Humphreys, at a closed session Thursday with members of the national committee, said the 1956 campaign will rely heavily on a $2.2 million television campaign in which it is hoped the GOP message will be taken into the homes of at least 75% of the voters. During the meeting of the committee GOP National Chairman Leonard W. Hall was re-elected by acclamation. For the Democrats, the air campaign formally gets underway Sept. 13, when a 30minute radio and tv speech by candidate Stevenson will be carried on all radio and television networks (see story, page 36). Detailed plans on other major addresses by Mr. Stevenson and Sen. Kefauver have not yet been announced. At every turn it is indicated that the Democrats will play heavily on the GOP television war chest and bemoan their own poverty. Gov. Stevenson's campaign manager, James A. Finnegan said last Tuesday: "We know we cannot win a contest of dollars. The Republicans can outspend us ten to one. They'll have expensive television time to burn, but Gov. Stevenson is going to overcome this by carrying the election to the people and by making this a real person-to-person campaign, not just a •CONVENTION COVERAGE canned radio-television one such as the Republicans are planning for Mr. Eisenhower." Thus, the strategy is to bring in the health issue by indirection, inferring that President Eisenhower's condition will not permit him to barnstorm and that he therefore must rely on broadcasting. President Eisenhower kept abreast of the conventions by television and has been represented as being incensed over the oblique references to his health by the Democratic opposition. And one Eisenhower aide said the Democrats misfired at their convention through failing to take advantage of their free television time. "The Democrats' speeches were fine. for the people at the convention because they were just what the delegates wanted to hear. But to the millions of independent voters in the tv audience who might have been swayed by constructive oratory, they were just political attacks. They threw away millions of dollars of free tv which could have been beamed at the voters they need to win in November." There were frequent reminders that the Republicans took careful note of the Democratic appearance on television and attempted to avoid unfavorable impressions on the home screen. Bill Costello. ABC-TV commentator, FIRST TIME in the history of radio and television that live coverage of a presidential news conference was permitted by the Chief Executive took place during the San Francisco GOP convention. President Eisenhower here is seen as he appeared during the historic conference. For full account, see story on page 31. learned from a Wisconsin delegate that the GOP assigned three people to monitor carefully the network coverage of the Chicago convention and to observe what delegates should not be seen doing in San Francisco. Hence the frequent intermixture of songs and other entertainment in the Republican program designed to avoid pauses between business when tv cameras otherwise would be scanning the delegations and catching yawns, poor posture, etc. Behind-the-scene figures active in keeping life in the "show" included MGM star George Murphy, assisted by Hollywood musical and dance director Leroy Prinz. Talent providing the fill between "main acts" was top-name calibre, including Irving Berlin, Ethel Merman, Patrice Munsel, John Charles Thomas (executive vice president and manager of KAVR Apple Valley, Calif.), Irene Dunne, Lucille Norman, Brian Sullivan and Dennis Morgan. State chairmen of the delegations were prompted to warn their delegates and alternates to keep the seats in their section filled with people because empty seats during a business session don't look good. Sen. William F. Knowland (R-Calif.) urged his state delegation not to show the "discourtesy" of absence and to be Broadcasting • Telecasting August 27, 1956 • Page 29