Broadcasting Telecasting (Apr-Jun 1957)

PROGRAMS & PROMOTIONS KDKA-TV'S LIGHT TOUCH INTRODUCTIONS USING a zany host to burlesque the theme of the upcoming film, KDKA-TV Pittsburgh has gained a solid viewership for it's late afternoon-early evening movie package program, the station claims. The show. The Big Adventure, runs from 4:45 to 7 p.m. and includes shorts, cartoons, news and weather. Live entertainment in The Big Adventure is rehearsed to relate closely to the main adventure film in a witty but effective fashion. For example, host Hank Stohl preceded the first reel of a British Colonial type movie by appearing on stage appropriately dressed, and began sniping at the revolting natives from a rock. In the midst of the "battle" he stopped suddenly to accept a cup of tea. A good many sages, including the press, were apprehensive about such a format, the station said. But the February Nielsen arrived, and KDKA-TV believes it may have struck "a veritable vein of gold." It gives most of the credit to Mr. Stohl for "a complete wrap-around job" during the program. Garbed for piracy Top gun for western Colonial's teatime The big break troduced the entire staff. The effect of this campaign was threefold: a renewal of public interest in the station, a revival of sponsor interest in the station's sales potential and a tremendous and lasting upsurge in station morale. The most accurate yardstick by which to measure the company's effectiveness lays in the gross sales figures. KPRO had been enjoying relatively healthy grosses. Within 60 days of the month-long ceremony, station billings increased 43%! But, it was not all 'beer and skittles" — management's consumption of aspirin reached some high levels. And what would be the worst possible thing that could happen on the day of a radio station's rededication? You're right . . . .and it happened! At 7:03 a.m. on rededication day, KPRO's transmitter, with a record of six months uninterrupted 24-hour service, blew off the air. Deep in its technical bowels a micro-micro farad condenser disintegrated. To the great chagrin of all, the station remained silent for the all-important 12 hours. At the luncheon Art Baker quipped "KPRO became so excited over its rededication it's just had a nervous breakdown." But we'd do it again! We'll happily trade a cost of about $3,000 and a bundle of jangled nerves for increased station billings of 43%, plus the renewed community interest in our operation. And, comes the fall, we're planning on the same treatment for KREO Indio, KYOR BIythe and KROP Brawley, our other network outlets in Southern California. WCBS Publishes Tabloid WCBS New York published a four-page tabloid "newspaper" to publicize This Is New York, its new hour-long nightly radio "spectacular." The paper, in its first and only edition, contained articles describing every facet of the new program (Mon.-Fri., 10-11 p.m.). Issues have been circulated to agency timebuyers, trade press editors, and the staff of CBS Radio Spot Sales, the station's national spot representative. MBS Issues Timebuying Kit TO facilitate the buying of time and programming on Mutual, the network is preparing a booklet for distribution to agencies throughout the country. It will contain a two-page chart ("Do-It-Yourself Table") to enable agency personnel to calculate rapidly the cost of a prospective buy, covering many combinations. Titled Power of Radio Plan, booklet gives cost information geared to new MBS affiliates' contract. Bill Stern to Tour Russia A FLYING tour to Russia with 32 of his listeners is scheduled for August 5 by Bill Stern, WINS New York personality. The station reported Mr. Stern has received permission to tape impromptu interviews with Soviet citizens in the streets, theatres and factories in Moscow, Leningrad, Kiev and Kharkov. Tapes later will be used on Mr. Stern's three-hour morning show over WINS. Big Noise Announces Switchover By KXOK Shows to 'New Sound' SOME 10,000 St. Louis citizens came out to a six-hour open house staged two weeks ago by KXOK there. It was the climax of several weeks' buildup by the station for its "New Sound" in St. Louis, first heard April 29. "New Sound" features are high-fidelity music, restyled newscasts, time and weather reports and a series of "mystery sounds." To alert listeners to the change, KXOK sent costumed performers out on the streets with portable radios and special "New Sound" discs to pass out to the public. A female flutist, dressed as Pied Piper, led the curious to a cart full of KXOK souvenir records; an organ grinder (playing a radio tuned to KXOK instead of the traditional organ) passed out booklets and records, and HORN BLOWING PAYS LESS than six months ago KTLA (TV) Los Angeles operated without a promotion department. It has one now. In fact, by last week the station could fill a 3 lb. brochure with examples of what its new department has created. The colorful presentation listed the rush steps undertaken to launch the promotion unit, including: a new station logo, or signature for use in all promotions; a variety of promotion forms; a large audience-seeking campaign employing billboards, radio, newspapers, consumer magazines, and bus benches; a popularity push by the station and KLAC Los Angeles to mention each other frequently in station announcements; and singing ID's on KTLA. The station says the results have been well worth the efforts, and claims a 10% overall audience increase. a duo of KXOK dancers, strolled the streets, stopping at intersections to dance to KXOK music. Another feature of the week-long promotion was a "New Sound Baby," born a second after midnight April 29 at St. Joseph Hospital. Taped interviews with the mother and nurse were broadcast throughout the day of the baby's birth. Full-scale use of newspaper, outdoor and radio advertising also heralded the station's switchover. The 10,000 who braved cloudburst and drizzle to come to the KXOK open house were entertained by station personalities Ed Bonner. Bruce Hayward, Bill Crable and Peter Martin, the strolling acts, the Benny Rader Orchestra and recording artists Tony Bennett. Rusty Draper and Joy Layne. KYW-TV's 'Summer's Special' KYW-TV Cleveland has planned a "Summer's Special" campaign to benefit local advertisers and at the same time its listeners. Contests are scheduled throughout the summer for the listeners. An advertiser is offered a flat rate for the plan and is then entered on the list of merchants that will have entry blanks for the contests. The entry blanks will be available only at the advertisers' point-of-sale display. A full-page ad in a trade magazine, on-the-air promotion, billboards, car cards and newspapers are a few of the ways KYW-TV plans to promote the name ("Summer's Special" on KYW-TV). the events to be offered and the participants. Among the prizes are a 21inch color tv set, a Thompson electronic organ and a hi-fi four-speed record player. WABC Sets Boating Show WABC New York is presenting Boating With Lew King, a 15-minute weekly program on sail and power craft for the amateur (Thursday, 8:30-8:45 p.m.). Shows will include navigation, chart reading, boat handling and places to go in the New York area. Page 146 • May 13, 1957 Broadcasting • Telecasting