Broadcasting Telecasting (Oct-Dec 1957)

STATIONS CONTINUED LOOKING over the sale contract for KRIZ Phoenix [B*T, Sept. 30] are (1 to r) Howard M. Loeb, who is selling the station for $230,000 to former U. S. Sen. Burton K. Wheeler (D-Mont. ) and his sons, Richard B. and John L. (the latter not shown). The transaction, subject to FCC approval, involved nearly $500,000. according to Mr. Loeb, who retains the balance of interest in the property. KRIZ operates on 1230 kc with 250 w. covering tv basics, selling, commercial use and production. George Moskovics, manager of television development for KNXT and the CBS Television Pacific Network, is working with Mr. George on the course, which is being offered free. KTWO-TV Offers Advertisers 'On the Air' Research Service KTWO-TV Casper, Wyo., has announced a new "On the Air" research service for advertisers to test brand awareness and viewer "playback" of commercials. The system was developed for KTWO-TV by Dr. Saul Ben-Zeev, formerly of the U. of Chicago and now research director for North Advertising, Chicago agency. The on the air plan is offered free to every advertiser who purchases a unit of 20 spot announcements per month at regular rates, according to The Meeker Co., sales representative for KTWO-TV. Studies, made at the completion of 20 spots, consist of interviews with a random sample of 200 persons for each product. According to Dr. Ben-Zeev, the value of awareness and "playback" data increases sharply when public reaction can be traced regularly over a period of time. Burt Harris, president of KTWO-TV, stated a belief that the on the air research plan is the first such to be offered advertisers as a regular part of a spot announcement package. Tv Movies Popular in New York, Politz Media Study Indicates Results of an Alfred Politz media study, commissioned by WOR-TV New York, show that in the New York area feature films on television not only are a major form of local programming but are watched by "practically all viewers and are highly popular with people of all age, income, sex and habitation brackets." In announcing results of the survey today (Monday), Gordon Gray, executive vice president and general manager of WOR-TV, said the station underwrote the project because "we wanted to get a study in depth, not only of the scope of the audience for movies on television but also the attitude of the public toward this form of entertainment." The study, based on a 1,000-person probability sample conducted during the April 122 period in the New York area, also was designed to ascertain the size and attitude of the tv audience toward five leading feature film presentations on New York area tv stations. Mr. Gray claimed it was the first such major tv study on a local basis. Among the findings in the Politz study are: • Almost everyone watches movies on tv, encompassing 88.3% of all area viewers over 11 years of age (10,089,000 viewers). • During a four-week period, 90% of the viewers (9,130,000) watch movies on tv. • In comparison with other types of tv programs, 75.6% find feature films as enjoyable or more enjoyable than other tv programs. Specifically, 39.4% found them more enjoyable than other tv shows; 36.2% equally enjoyable and 18.1% less enjoyable. • In terms of frequency viewing, 59.7% (5,454,000 viewers) watched frequently (several times a week); 19.2% (1,755,000 viewers) watched regularly (about once a week) and 21.1% (1,921,000 viewers) watched occasionally (less than once a week). • The scheduling of late-evening movies on tv is most convenient on nights preceding a non-work day: only 34.6% said viewing would be convenient on Monday, Tuesday. Wednesday and Thursday with the figure rising to 49.8% on Friday, 47.9% on Saturday and dropping to 30.1% on Sunday. With respect to early-evening movie programs, only 30% said it would be convenient to watch at that time. The results of the study have been incorporated into a presentation claiming top ranking for the station's Million Dollar Movie. It will be shown to New York agency executives on Oct. 15-17 at the Hotel Delmonico. Franco Joins Forjoe Rep Firms Carlos Franco, head of Carlos Franco Assoc., is joining Forjoe & Co. and ForjoeTV Inc., New York, station representatives, as executive vice president. Mr. Franco, prior to forming his own firm, had been with Norman, Craig & Kummel, sales manager of Crosley Corp., radio-tv director of William Weintraub agency and for 14 years was media director of Young & Rubicam, New York. COLUMBUS DISCOVERED AMERICA... WFGA TV Channel 12 Jacksonville, Florida 'age 78 • October 7, 1957 Broadcasting • Telecasting