Broadcasting Telecasting (Apr-Jun 1957)

NETWORKS NEW PROGRAM DEAL AT ABC RADIO • Morgan of KLIF named vice president for programs • Network to drop recorded music, simulcasts ABC Radio Network President Robert E. Eastman made three moves last week to inject new vigor into the network's programming. • He announced that William S. Morgan Jr., vice president and general manager of the McLendon Corp.'s KLIF Dallas, one of the country's top-rated independents, would join ABC Radio as programming vice president on June 1. • Coincidentally he disclosed that the network is taking steps to eliminate all programs employing phonograph records, and said that ultimately all ABC Radio programs will feature "live-talent network personalities." • He ruled simulcasts out of bounds for ABC Radio, announcing that the network would stop carrying the Wednesday Night Fights after the June 19 broadcast. The fights will continue on ABC-TV. When he takes over his new duties, Mr. Morgan will replace Raymond Diez, who is resigning as na MR. MORGAN tional program director for ABC Radio. Mr. Eastman, who took over the ABC Radio presidency May 1, used the occasion of the Morgan appointment — which is being announced today (Monday) — to enunciate the new policy on records. He said: "Since Mr. Morgan comes to us from one of the outstanding independent stations, some may assume that American Broadcasting is going into a programming type parallel to that normally employed by independent stations. Nothing could be further from the truth: All American Broadcasting programs will ultimately feature 'live-talent' network personalities. Steps are already being taken to eliminate network programs employing phonograph records. There is no good reason why a network should ever play phonograph records." The move sets ABC Radio to programming in the opposite direction from Mutual, which on June 2 plans to launch a new type of operation emphasizing news and recorded music. Currently ABC Radio has two major records programs: Imagination, conducted by Milton Cross from 10 to midnight Mondays through Fridays, interspersed with about 40 minutes of newscasts, and Man About Music, a Monday-Friday program of 80 minutes of music each afternoon. Until fairly recently it also carried the Martin Block DJ program for about an hour each day, Coincidentally, it also was ABC which led the way in the successful fight to get FCC approval of the use of tape-recorded programs some years ago. Tape-recordings are not affected by ABC Radio's new move against the use of phonograph records. Mr. Eastman said the new programming vice president "is eminently qualified to coordinate top-quality live talent network programming with the local programming of stations throughout the country. I know he can effectively develop network programming with appeal for the public and for clients and agencies." He hailed Mr. Morgan as "an expert at the 'do-it-yourself procedure in the broadcasting business" and one who has "excelled in local programming and local selling problems." "Getting such men as Bill Morgan on the American Broadcasting team is part of our plan to set the network's sights on the local level and at the grass roots of radio broadcasting," Mr. Eastman asserted. Mr. Morgan, formerly general manager of KGKO Dallas, has been with KLIF since May 1955 and vice president of McLendon Corp., and general manager of KLIF since March 1956. Under his general managership KLIF featured many promotion projects including a "Win a Million" contest, a "Wheel for a Day" contest, a mystery voices contest, and a treasure hunt with a $50,000 first prize. In announcing ABC Radio will not carry the Wednesday Night Fights after June 19. Mr. Eastman said: "The ABC Radio Network has taken a strong stand to the effect that its programming must be exclusive, not only in character but in its release to the public. The socalled simulcast of most events detracts from radio's creativity because, in effect, the public is given its choice to either look or listen." The Wednesday Night Fights, sponsored by Pabst until recently, is one of two regular simulcasts currently on the ABC Radio schedule. The other is Firestone Hour, but it was announced earlier that this would be dropped from radio after the June 10 broadcast. NBC-TV Reclassifies Rates For Early Morning, Sunday NBC-TV has added a Class D rate to its rate card, effective June 1. This addition — and other readjustments, including a slight increase in Class A rates over the current rate card — affects early morning weekday periods and certain afternoon periods. Harry Bannister, NBC vice president, station relations, said last week he has sent contract amendments incorporating the changes to the network's affiliates. The rate adjustment, effective June 1, makes the following changes (all local time): the 7-9 a.m. period Monday-Friday, for merly Class C, becomes Class D; 1-2 p.m. on Sundays, formerly Class B, becomes Class C, and 5-6 p.m. on Sundays changes from Class A to Class B. Here are the old and new rates for 58 basic stations interconnected for each time classification, effective June 1: Class A — hour, to $79,050 from $78,650; half-hour, to $47,430 from $47,190; quarter-hour, to $31,620 from $31,460; Class B— hour, to $58,287 from $58,987.50; half-hour, to $35,572.50 from $35,392.50; quarter-hour, to $23,715 from $23,595; Class C— hour, $39,525 from $39,325; half-hour, to $23,715 from $23,595, and quarter-hour, to $15,810 from $15,730, and Class D — hour, $31,620; half -hour, $18,972 and quarterhour, $12,648. Mr. Bannister said that as a result of the changes, Class A rates will apply to all 6-11 p.m. local time periods with Class B (75%) rates applying to the following time periods: Mondays-Fridays, 5:30-6 p.m. local time; Saturdays, 5-6 p.m., local time, and Sundays, 2-6 p.m. local time. The new Class D rates, which will be based on 40% of Class A rates, will apply to the Monday-through-Friday, 7-9 a.m. local time periods. Class C (50%) rates will apply to all other time periods than those listed for A, B, and D rates. CBS Inc. Appoints Cherry Finance-Management V. P. APPOINTMENT of L. Byron Cherry as vice president, finance and management services of CBS Inc., was announced last week by Frank Stanton, president. Mr. Cherry will be in charge of the n e w 1 y e stablished finance and management services division of CBS Inc. The division is being set up to provide specialized finance and management services throughout the company and all of its divisions. The division will have a major part in the long-range planning, organization and control of CBS Inc., including the company's plans for further expansion and diversification. Mr. Cherry joined CBS Inc. 1955 as management consultant. He has been in charge of the management services division and has played a major role in the development of CBS plans for further decentralizing responsibility for operations within over-all company objectives and policies. CBS-TV's Allen Dies in L. A. SERVICES were held May 19 in Los Angeles for Herbert Allen, 43, producer of the Bob Crosby and Johnny Carson shows and other programs on CBS-TV and formerly a radio announcer and actor. Mr. Allen died May 17 of acute hepatitis, following three months' hospitalization. His wife, Jane Allen, and four children survive. MR. CHERRY Page 56 • May 27, 1957 Broadcasting • Telecasting