Broadcasting Telecasting (Apr-Jun 1957)

at deadline i -ord's $8 Mill on for Educ. Tv ixplained in Fiscal '56 Report PORD FOUNDATION appropriated more lhan $8 million for educational tv in its fisal year 1956 (ended Sept. 30. 1956). ac:ording to Foundation's annual report. Of S8 million, Ford allocated $6,263,340 Hirect to Educational Television & Radio Tenter, Ann Arbor. Mich., to support its vork through 1959 (taking over function ormerly handled by Ford*s Fund for Adult Education): approved Si. 5 million grant to rolleges and universities to release time of acuity members to work on educational elecasts; S90.500 grant in December 1955 o ETRC for public information activities; i94,000 to National Assn. of Educational Broadcasters; SI 40,000 to Joint Council on Educational Television, and Si 2.000 to American Council on Education (for liaison vith educators not in educational tv). Up to 1956, Foundation via Fund For \dult Education had granted total of Sll nillion for educational tv. For 1955-1956 •eason, Tv-Radio Workshop (Omnibus program) then CBS-TV and now ABC-TV pent SI. 733. 887 with sponsor income $1,)58.017. making expense to Foundation of 5675.870. report reveals. Issue of educaional tv was still "unresolved" as of 1956 •vith 26 educational tv stations on air. report loted, observing comments of educators and ;ivic leaders ranged from "outstanding suc;ess" to "flat failure." 3AR Offers Competitor Checks VEW service to help agencies and their clients keep up to date on changes in broadest copy lines of competitors formally anlounced Friday by Broadcast Advertisers Reports Inc., New York [B«T. March 11]. Service is by-product of other BAR operaions, which are based on off-the-air monioring of all network tv and radio shows and extensive local station monitoring in 20 top narkets. BAR said that in new service it ;an notify agency and advertiser clients imnediately when competitor changes copy heme. Pontiac May Siphon Money From Other Media to Radio PONTIAC Motors Div.. General Motors Corp.. reportedly beefing up broadcast buys by thinking of taking money out of other, i.e., print, media, and tossing it into over-50 market radio spot campaign starting end of month and running through summer. Also understood to be involved may be network purchases in CBS Radio's and ABC Radio's segmentation plans, emphasizing news, music and sports. ( Pontiac dealers are known to be waxing ecstatic over recent NBC Radio hourly newscast purchase, but with American Motors' Rambler dominating much of Monitor's schedule, additional NBC Radio buys at this time seem unlikely). There was no confirmation from Pontiac's agency, MacManus, John & Adams. Bloomfield Hills. Mich. Sterling Radio Network Formed, Offers Sports, Special Events FORMATION of Sterling Radio Network Inc. to provide radio stations in U. S. and Canada with year-round schedule of live sports and special events coverage announced Friday by Saul J. Turrell. president of Sterling Television Co., New York, tv film distribution company. New service is to be launched in fall with schedule of 60 collegiate and professional events and with sportscasters Marty Glickman and Bud Palmer doing play -by-plays. Service will be sold to radio stations who may sell games to local advertisers or carry sustaining. Games are being offered in each market at flat fee. depending on distance from origination but price range was not disclosed. SRN is being formed by Sterling Television in association with Sports Broadcasts Inc., which has organized regional radio and tv networks for New York Yankees baseball and for New York Giants football. Officers of SRN are Mr. Turrell. president: Ed Pancoast. head of Sports Broadcasts Inc.. vice president: Mr. Glickman. sports director; Charles Dolan, executive vice president: Ned Asch. production manager and Robert Kirsten. sales promotion director. Economic Injury Edict Appealed FCC's momentous economic injury decision — that it has no power to take into account economic effects on existing stations of grant of new facility [B«T, March 25] — has been appealed to U. S. Court of Appeals in Washington by WBAC Cleveland. Term. WBAC was protestant to Commission's 1955 grant of 1570 kc. 1 kw daytime to Southeastern Enterprises Co.. resulting in Commission's 5-2 ruling that it lacked authority to consider economic injury which might result from grant of additional station. WBAC also asking for stay of March decision. • BUSINESS BRIEFLY Late-breaking items about broadcast business; for earlier news, see Advertisers & Agencies, page 31. ZEST IN MIDWEST • Procter & Gamble's introduction of Zest, deodorant bar. will move to Midwest on June 2 in nearly 100 tv markets. Contracts are until forbid, placed by Benton & Bowles, N. Y. BELLOWS FOR FIRE' • Columbia Pictures Corp. (Warwick Productions). N. Y., said to have budgeted SI 00.000 to exploit new Rita Hayworth-Robert Mitchum film. "Fire Down Below." Third of high figure (by motion picture standards) will go to NBC Radio's Monitor and Bandstand and radio-tv spot drive kicking off last week in June. Donahue & Coe. N. Y.. is agency. KEEPS GOING • Ex-Lax Inc.. Brooklyn, expected to renew first of July for another 13 weeks current radio spot campaign in 50 markets. Laxative manufacturer also has signed for nighttime announcements via NBC Radio starting this week. Warwick & Legler, N. Y.. is agency. GF GOES SOLO • General Foods will increase its tv budget about 25% next season when it takes over full sponsorship of CBSTV's Monday 9-9:30 as well as 9:30-10 p.m. EST periods on CBS-TV. It'll have Danny Thomas Show at 9-9:30 p.m. and December Bride at 9:30-10 period. P&G has dropped out and applied that budget, in part, to daytime television. General Foods is serviced by Young & Rubicam and Benton & Bowles, N. Y. MOVES ELSEWHERE • As result of CBSTV's turning down Court of Last Appeals for Saturday 8:30-9 p.m. EDT period. P. Lorillard Co. expects to place show on NBCTV, Fridays at 8-8:30 p.m. each week. Whether Lorillard will retain CBS-TV period with another show or abandon that time spot has not been decided but probably will be by end of this week. Lennen & Newell. N. Y., is Lorillard agency (Old Gold cigarettes). Clarke Heads New NBC Unit FORMATION of new television station sales unit within NBC's television sales service department announced Friday by William R. Goodheart Jr., vice president for tv network sales. He said it was created specifically to help advertisers and agencies evaluate their network station lineups. Unit will be headed by C. Herbert Clarke as manager of station sales. Mr. Clarke joined NBC in 1956 and since March has been station sales representative in NBC-TV's sales traffic department. A THANK YOU TO RADIO RESOLUTION was adopted by National Society for Crippled Children & Adults at nationwide staff meeting Friday saluting broadcasting industry on occasion of National Radio Week (early story page 42). Societies lauded industry for "public service through varied and dedicated programming in community interest" and stations for "unstintingly" giving time, facilities and personnel to help foster better public understanding of problems of crippled adults and children. Broadcasting • Telecasting May 13, 1957 • Page 7