Broadcasting Telecasting (Apr-Jun 1957)

closed circuit DELAYED DECISIONS • Never in recent history of television have there been so many advertisers who, although they've bought time, have waited so long to select their show entries for fall. Slow starters to date include Max Factor, Chesterfields, Speidel, Sunbeam, Marlboros, Pepsi-Cola and Campbell Soup, among others. B»T ONE reason advanced for unprecedented tardiness in fall show selections is growing interdepartmental struggle at many agencies between media and programming. With increasing difficulty in time clearance, media department has come into new eminence, challenging programming for final authority on show decisions. Another reason for delay is natural hesitation resulting from spectacular number of show casualties among last season's contenders. More than 30 programs have failed to make return trip to the air for next season. B»T WDAF SALE NEAR? • Harold F. Gross, president of WJIM-AM-TV Lansing, Mich., reportedly will return to U. S. today (Monday), cutting short European vacation, to enter conferences regarding possible purchase of Kansas City Star stations, WDAF-AM-TV. Lawyers representing Mr. Gross reportedly were in Kansas City last week, talking deal in $10 million class. Since report first circulated that WDAF-AM-TV might be sold [B»T, April 8], several prospective buyers have looked at properties, but Mr. Gross is said to be first to reach contract drafting stage. B»T RKO Television this week plans to unveil new national sales pattern for tv film. Its formula: work with agencies before pilot film is shot. Agency would aid in property's creation, including advice on casting and scripts. Market research, exploitation and merchandising would be worked out for client before sale. Plans are to be geared for spring 1958 buying season. RKO Tv wants to become service operation for advertiser rather than producer of pilots, which in addition to being expensive, may never be sold. B»T WINCHELL'S WORK • What's really behind investigation of rating services by Sen. Warren G. Magnuson (D-Wash.), chairman of Senate Commerce Committee? Sen. Magnuson has refused to specify reasons for his sending detailed questionnaires to all broadcast audience research firms [B«T, April 1 et seq.], but it can now be said authoritatively that he was urged to look into field by Walter Winchell. Mr. Winchell has been crusading against ratings in his syndicated column ever since his NBC-TV show was cancelled after few performances early this season. FEELING that newspaper columnists (and readers) fail to understand and unwittingly tend to distort "top tens" in radio-tv ratings has led at least one rating service, Pulse Inc., to consider discontinuing practice of issuing such reports to newsmen generally. Like many advertisers, agencies, performers and broadcasters. Pulse thinks that publication in consumer press of "top tens" or any other number with arbitrary cutoff point does injustice to programs which may be only meaningless fraction below select group. BULL MARKET • Gvrations in stocks identified with subscription tv mav be examined bv Senate Investigating Subcommittee headed by Sen. Henry M. Jackson (D-Wash.). Stock values of Zenith and Skiatron have jumped since word got around that FCC would approve tests of toll tv. In first two months of this year Zenith stock ranged from 92-98. It closed last Thursday at 114V2. Skiatron, in 3V&3% range early in year, closed last Thursday at 5Vs . JACKSON Subcommittee, which to date has held public hearings on purported Civil Aeronautics Board leak last year, also proposes to study FCC, FTC, ICC and other quasi-judicial agencies. Subscription tv aspect presumably is to determine whether there were leaks which resulted in "manipulation of stocks based on predictions of favorable action." PRICE RISE • Westinghouse Broadcasting Co.'s $4.4 million purchase of ch. 13 WAAM (TV) Baltimore [B»T, May 13] may turn out to be more than that by time application is filed, FCC approves and deal is consummated. Since purchase (to be paid in Westinghouse Electric Co. stock) was announced May 6, stock has risen 25/s points. WBC-WAAM deal is reminiscent of 1954 transaction whereby Westinghouse bought ch. 5 KPIX (TV) San Francisco for both Westinghouse stock and cash, totaling $6 million. By time purchase was approved by FCC, appreciation in Westinghouse stock made deal worth $7.5 million. FCC is cracking down on tv construction permit holders who have dragged thenfeet, some for years. Almost 40 uhf grantees are due to be considered for deletion in next week or two. Last year FCC requested 80-odd cp holders to explain reasons for delays in building. About half of them showed evidence of having taken some steps, many of these having operated against vhf competition for periods rang ing from months to years before going dark and reverting to cp status. B»T ROADBLOCK BUSTER • Its believed means will be found to allay fears of some manufacturers that their participation in Television Allocations Study Organization might involve antitrust risks (story page 9). FCC and industry representatives are said to have developed method of resolving antitrust question, consistent with Dept. of Justice views. B«T NATIONAL Assn. of Insurance Agents, New York, has postponed start of its firsttime radio-tv use from May to next fall, probably November. Advertising budget target for NAIA is $2 million, about half to go into broadcast media, other half in magazines. If $2 million is obtained (32,000 independent insurance agents throughout country are being asked to contribute from $50 to $3,000 depending on their size) $400,000-800,000 would go into network tv, $70,000-80,000 in network radio and remainder into tv spot (one-minute film commercials). Doremus & Co., New York, is agency. B»T MEMBERS ONLY • Formation of 'The Broadcasters Club" in Washington by broadcasters and others professionally identified with field is underway, with organizing committee busily at work. Limited membership would include those identified with profession in Washington, along with non-resident members. Headquarters will be in Colony Building, 1737 DeSales Street, with food under management of Colony Restaurant. B»T ORGANIZING committee includes Leonard H. Marks, chairman; Harold E. Fellows, Earl H. Gammons, Ralph W . Hardy, Thad H. Brown Jr., James D. Secrest, Robert K. Richards, George O. Sutton, Ben Strouse, John S. Hayes, Carleton D. Smith, Fred S. Houwink, Neville Miller, James W. Seller, Joseph E. Baudino, Theodore Koop, James W. Blackburn and Everett L. Dillard. B»T CONTEST OVER CONTEST • Serious pitch is being made by Junior Chamber of Commerce to lure Voice of Democracy contest away from NARTB and RadioElectronics-Tv Mfrs. Assn., other two cosponsors since contest began. Jaycees have made similar gestures in past years, contending local work of their chapters is most important of contest operation. Tenyear-old competition is generally considered one of most effective promotions in American industry. If split with Jaycees develops, one suggested alternative is to let state broadcaster associations run local VOD eliminations. J Broadcasting Telecasting May 20, 1957 Page 5