Broadcasting Telecasting (Oct-Dec 1957)

THURSDAY FRIDAY SATURDAY TELECASTING I Hotel Cosmopolitan Net. News , As The World Turns (see footnote) Beat the Clock (see footnote) Art Linkletter's House Party (see footnote) Big Payoff The Verdict Is Yours (see footnote) P&G The Brighter Day Am. I lome Pr. Secret Storm Edge of Night (see footnote) Whitehall News L Whitehall News L Quaker Oata Sgt. Preston of the Yukon F Reynolds (alt. w. sust.) Harbour Master F Chrysler Motors Climax* L Bristol Myers (Alt. wks.) Amer. Gas Philip Morris CAlt. wks.) Bristol Myrs Playhouse 90 KimberlyClark (alt. wks.) All State Ins (st. 10-10) Tic Tac Dough L It Could Be You L Close-Up Club 60 L Bride 4 Groom L NBC Matinee Theatre (Participating) kC-L Queen For A Day Participating L Modern Romances L Comedy Time F Ronson NBC News WarnerLambert Tic Tac Dough Toni DeSoto You Bet Your Life F fSchick Lig. & Myers Dragnet F Am. Home Borden The People's Choice F tFord Tennessee Ernie Ford L tLever Rosemary Clooney L Hazel Bishop Quaker Oats Jane Wyman F Bandstand U.S.A. Participating L Firestone Ind. Prod. Do You Trust Your Wife L Kellogg Sweets Co. The Buccaneers F Mickey Mouse Club F (see footnote) Sports Focus L Natl. Carbon Daly-News National Biscuit Rin Tin Tin F Am. Chicle Jim Bowie F Buick Frigidaire Patrice Munsel Show L Chesterfield Bulova Frank Sinatra L Plymouth Date with the Angels F Campbell Soup Colt 45 F Swift Hotel Cosmopolitan Net. News As The World Turns (see footnote) Beat the Clock (see footnote) Art Linkletter's House Party (see footnote) Colgate Big Payoff The Verdict Is Yours (see footnote) P&G The Brighter Day Am. Home Pr. Secret. Storm Edge of Night (see footnote) B&W, H. Bishop News L B&W, H. Bishop News L IRemington]H Rand (all. w. sust.) Leave It to Beaver F Am. Tobacco (alt. wks.) Socony Mobil Oil Trackdown F Gen. Foods (alt. wks.) Ford Zane Grey Theatre F R.J.Reynolds (Alt. wks.) C'gate P'olive Mr. Adams and Eve F Schlitz Brewing The Schlitz Playhouse F B. & Wmson. (alt. wks.) P&G Lineup F American Oil 1 1 arum (alt. wks.) Time Person to Tic Tac Dough L It Could Be You L Close-Up L Club 60 L Bride $ Groom L NBC Matinee Theatre (Participating) C-L Queen For A Day Participating L Modern Romances L Comedy Time F NBC News Sterling Drug Saber of London F tLorillard Court of Last Besort F Lever Life of Riley F Am. Tobacco Hazel Bishop tM Squad F ColgatePalmolive The Thin Man F Gillette Cavalcade of Sports L State Farm Ins. Red Barber's Corner L Gen. Mills (Alt.) Nestle Co., The Lone Ranger F Miller Brewing Wildroot Co. AU-Star Golf F Keep It in the Family L WilliamsonDickie Country Music Jubilee L Dodge Div. The Lawrence Welk Show L Philip Morris Mike Wallace L Jimmy Dean Show L Purex (alt. wks.) Natl. Carbon L-O-F Glass Perry Mason Show F Mogen David Wine (alt. wks.) Helene Curtis Dick & the Duchess F Nestle (Alt. wks.) Helene Curtis Gale Storm Show Lever (alt. wks.) Whitehall Have Gun, Will Travel F Liggett & M. (alt. wks.) Rmgton Rnd. Gunsmoke F Playhouse of Mystery F Sterling Drug True Story L Sterling Drug Detective's Diary F 1:30 to concl. NCAA Football Bristol Myrs. Sunbeam Zenith Libby-OwensFord Glass Kemper Insurance Football Scoreboard R. J. Reynolds Toni People Are Funny F ItKimberlyClark T Noxzema j RCAWhirlpool Sunbeam Am. Dairy Knomark Perry Como L Lig. & Myrs.t Club Oasis (alt.) Max Factor Polly Bergen L Scott Paper Schick Gisele MacKenzie Show L f Pharmaceu. What's It T For? L Am. Tobacco Toni Your Hit Parade L Noon 2:15 1:00 1:15 1:30 1:45 2:00 2:15 2:30 2:45 3:00 3:15 3:30 3:45 4:00 4:15 4:30 4745 5:00 5:15 5:30 5:45 6:00 SATURDAY AM CBS: Capt. Kangaroo, sust. Mighty Mouse Playhouse, 10:30-11 a.m., General Foods, alt. weeks; Colgate; Susan's Show, sust. 11-11:30 a.m.; It's A Hit, sust. 11:30-12 noon. SUNDAY AM CBS: Lamp Unto My Feet, 1010:30 a.m.; Look Up And Live, 10:30-11 a.m.; Eye on New York 11-11:30 a.m.; Camera Three, 11:30-12 noon. MONDAY-FRIDAY AM CBS: Jimmy Dean Show, 77:45 a.m.; CBS Morning News, 7:45-8 a.m.; Captain Kangaroo, 8-8:45 a.m.; CBS Morning News 8:45-9 a.m. (participating sponsors); Garry Moore, M-Th., 10-10:30 a.m.; Fri., 10-11:30 a.m.; Arthur Godfrey, M-Th., 10-10:30; (see footnotes); Strike It Rich, 11:30-12 noon. NBC: Today, 7-10 a.m. (participating sponsors). 6:15 6:30 6:45 7:00 7:15 7:30 7:45 8:00 8:15 8:30 8:45 9:00 9:15 9:30 9:45 10:00 10:15 10:30 10:45 FOOTNOTES: Explanation: Programs in Italics sustaining; Time NYT ; D, live; F, film; K, kinescope recording; E, Eastern network; M, Midwestern. ABC — Mickey Mouse Club Mon.-Fri. 5:30-6. Armour. Bristol-Myers, Gen. Mills. Mattel. Miles Labs. Mars, Pillsbury Mills. Peter Shoe Co. CBS — Garry Moore: Mon.-Fri. 15 minute segments sponsored by Gerber, General Foods, Dow Chemical, Nestle, General Mills, Sunshine Biscuit, Campbell, Lever, Vick, Fla. Citrus Comm., Calif. Packing, Johnson & Johnson, Yardley. Arthur Godfrey Time: Mon.Thurs. 15 minute segments sponsored by Standard Brands, Mutual of Omaha, SherwinWilliams, General Foods, Peter Paul, Simoniz, Armour, BristolMyers, Pharma Craft. House Party: 15 minute segments sponsored by Kellogg, Lever, Pillsbury, Swift, Campbell, Simoniz, Standard Brands, Toni, Staley. The Verdict is Yours: 15 min. segments sponsored by General Mills, Toni, Swift, Atlantis Sales. As the World Turns: 15 min. segments sponsored as follows: Mon., P&G; Tues., P&G, Vick; Wed., P&G; Thurs., P&G, Pillsbury; Fri., P&G, Swift. Beat the Clock 15 min. segments sponsored by following: Mon., sust.. Tues., Nestle. Gerber; Wed., Atlantis Sales, Mogen David Wine; Thurs., Nestle, Sunshine Biscuits, Purex; Fri., General Mills, Gerber, Johnson & Johnson, Vick. Edge of Night 15 min. segments sponsored by following: Mon., P&G, Standard Brands; Tues., P&G, Fla. Citrus Comm.. Vick; Wed., P&G, Atlantis Sales, Pet Milk; Thurs., P&G, Pillsbury; Fri., P&G, Fla. Citrus Comm., Vick. SPECIAL PROGRAMS Programs marked by f will be replaced by specials. For complete list of special programs, see box p. 134. © 1957 by Broadcasting Publications, Inc. BROADCASTING TELECASTING October 7, 1957