Broadcasting Telecasting (Oct-Dec 1957)

THE WEEK IN BRIEF LEAD STORY Barrow Wants Tough Curbs For Networks — Long-awaited report of FCC's Network Study Group released recommending drastic changes that eliminate network option time and must-buys; curtail network activity in spot representations; further restrict mutilple ownership limitations; establish FCC rules for networks and many other suggestions. Page 31. Comparison of Barrow report with Cox and Celler reports and Moore testimony. Page 33. Text of conclusions of Barrow report. Page 100. PROGRAM SERVICES Skiatron Gets Calif. Setback — Pacific T&T rejects application for Parax open-wire lines on its poles for closedcircuit tv to subscribers in San Francisco, Los Angeles and other towns. Skiatron gains in Milwaukee, however, where Common Council greenlights activity there. Page 66. OPINION ADVERTISERS & AGENCIES Sara Lee Has Radio-Tv in Its Recipe — Six-year-old bakery an"l frozen food dis;ribator learned early that broadcasting is the yeast of its sales success. Page 40. Frey Report, Tv In ANA Spotlight — Official program for ANA's forthcoming 48th annual meeting includes preview of findings in year-long study of advertising agency services and compensation methods, reports on tv success and studies of media, markets and management. Page 44. Possible Revlon Changes — The world's largest cosmetics manufacturer, mulls diversification as it assigns room deodorizer and liquid detergent accounts to its newly-revamped agency list. Page 42. Let's Concentrate More on the Ad — When the smoke of negotiations has cleared away, there's much work still to be done before the effective commercial can be presented. With the reminder that the ad is the important thing — not the buy — Mark Lawrence, of MacManus, John & Adams gives his views in B*T's regular Monday memo series. Page 137. MR. LAWRENCE INTERNATIONAL Tv Network Time Goes Fast in Canada — The SRO sign is readied as a rundown of the fall schedule shows extensive buying. Page 1 16. Tea For Tv Spot — Leo Burnett & Co. maps plans for Tea Council that envision budget of $1.2 million for television spot. Big 20-week drive in 18 markets next March is one cornerstone of campaign. Page 44. GOVERNMENT Monitoring of Ads — Federal Trade Commission holds hearings on Whitehall Pharmacal and Chicle cases, first complaint growing from government agency's monitoring activity. Page 80. STATIONS Automation At PGW — Station representative has Remington Rand electronic system at work in its New York headquarters. Target: speed and efficiency in servicing agencies and stations. Page 70. Hot Potato for Pulse — Some 15-20 stations have complained to The Pulse Inc. about procedure the rating service uses to get information on special listener promotions for inclusion with rating reports. Page 76. Asking for Trouble — FCC "will get its knuckles cracked," Rep. Emanuel Celler (D-N. Y.) promises, if it goes ahead with authorization of pay tv. Author of anti-pay-tv bill delivers warning during debate with James M. Landis, attorney for Skiatron Inc., before Assn. of Advertising Men and Women in New York. Page 82. A B«T SERVICE The Status of Television — B«T's quarterly Telestatus reports who, what, where and how all the television stations are operating. Also, how the drastically-revised network lineup now looks. Page 125. New Private Relay Plea — Motorola's Daniel E. Noble, one of eight witnesses for Electronic Industries Assn. at FCC hearings on use of spectrum above 890 mc, asks Commissioners to allow free choice between common carrier and private microwave systems. Other witnesses see no space squeeze above 890 mc in future. Page 82. TRADE ASSNS. Illinois to Capitol Hill — Congressmen will hear from Illinois Broadcasters Assn., which at its fall meeting passed resolution deploring bill by Sen. George A. Smathers (D-Fla.) to require networks and stations to give up interests in BMI. Charles R. Cook of WJPF Herrin elected president of IBA. Page 61. DEPARTMENTS ADVERTISERS & AGENCIES 40 AT DEADLINE 9 AWARDS 134 BUSINESS BRIEFLY 50 CLOSED CIRCUIT 5 COIORCASTING 52 EDITORIAL 133 EDUCATION 68 FILM 58 FOR THE RECORD 100 GOVERNMENT 80 IN REVIEW 14 INTERNATIONAL 117 LEAD STORY 31 MANUFACTURING 90 MONDAY MEMO 137 OPEN MIKE 22 OUR RESPECTS ' 20 PEOPLE 120 PROGRAMS & PROMOTIONS.. 86 PROGRAM SERVICES 66 RATINGS 54 STATIONS 70 TRADE ASSNS 61 UPCOMING 65 Broadcasting • Telecasting October 7, 1957 mm Page 7