Broadcasting Telecasting (Apr-Jun 1957)

WGN Signs for Radio Rights To Cub Games From 1959-63 WGN Chicago apparently believes in doing its baseball shopping early. Last week it came up with a long-term radio pact covering all Chicago Cubs games — from 1959 through 1963. Announcement of the five-year contract was made Tuesday by Ward L. Quaal, vice president and general manager of WGN Inc. (WGN-AM-TV), and John Holland, vice president of the National League club. WIND. Westinghouse-owned independent, will continue to air broadcasts next year. By 1959, it was explained by a station spokesman, Cubs' fortunes should be on the upswing, assuring WGN a consistently loyal audience. The contract marks the return of baseball to WGN radio, which aired Cubs-Sox games from 1924 to 1943. Simultaneously, Charles Comiskey, vice president of the Chicago White Sox, announced his club is studying bids from four radio and three tv stations for coverage rights to Sox games starting next year. Present pacts expire after this season. WGNTV currently is televising all Sox and Cubs home daytime contests for the 10th consecutive year. Cubs tv rights run through next season. WGN has withdrawn from bidding on Sox radio broadcasts, it was reported, leaving the field open to three other radio stations, including WCFL, which has current rights. Johnson to WAPA-TV President, Succeeded by Brunt at WTOB JOHN G. JOHNSON, general manager of WTOB-AM-TV Winston-Salem, N. C, has assumed the presidency of Ponce de Leon Broadcasting Co.. operator of WAPA-TV San Juan, P. R., according to James W. Coan. president of WinstonSalem Broadcasting Co., parent firm of Ponce de Leon. Purchase of WAPA-TV by Winston Salem Broadcasting Co. (WTOB-AM-TV and WSGN-AMFM Birmingham, Ala.), was approved by the FCC last month [B»T, May 6]. David H. Polinger, general manager of WAPA-TV under its former owners (Jose Ramon Quinones and associates), remains as manager. No staff changes there are contemplated, according to Mr. Coan. In Winston-Salem. Charles W. Brunt, commercial manager of WTOB, replaces Mr. Johnson as general manager. Ch. 26 WTOB-TV went off the air May 1 1 . How Radio Fares in Denver THE Associated Press on June 2 filed a story correcting its previous pessimistic assessment of the Denver radio audience, reports Robert S. Hix, manager of KOA Denver. According to joint estimates by city MR. JOHNSON BETTER BALANCED MUSIC PROGRAMMING D. E. Towne, President of KDTA, Delta, Colo., writes: "Delta . . . perhaps the only town of 6000 persons that could be classed as a multiple market. With power stations located 30 miles from us in two directions, KDTA is fighting for audience and sales on the same basis as a station in a much larger town. "The answer ... is programming. Since the day KDTA took to the air, the SESAC Library has been the basis for all the daily musical fare that has enabled us to keep this very hard won audience. The balance that we have developed comes from the use of the SESAC Library in such shows as: The Clock Watch; Moments of Devotion: Tips and Trades with Rose Mary Towne; Polka Time: Western Caravan; Music Box 14 and Concert in Miniature. KDTA uses 'Rendezvous with Maltby' on a daily basis. "So you can understand why we at KDTA feel the SESAC Library offers the best basis upon which to balance our entire program schedule. Better Balanced Programming is the answer to sales and audience problems. SESAC helps us gain this objective. We plan to use the SESAC Library as the basis for our programming for a long time." 3 1 1 West 43rd St., New York 36, N, Y. • JUdson 2-3800 HERBERT W. HOBLER, V. Pres. Sales JAMES BLAIR, New Iqpl. Mgr. LOS ANGELES • CHICAGO • WASHINGTON, D.C. • PHILADELPHIA & : DETROIT • MIAMI • TORONTO • LONDON Broadcasting • Telecasting June 24. 1957 • Page 89