Broadcasting Telecasting (Oct-Dec 1957)

NETWORKS Nighttime Television Viewing Up Despite Criticism, Says SarnofF NBC President Robert W. Sarnoff last week challenged the contention that some critics' dissatisfaction with television's new fall programming "is simply a reflection of public dissatisfaction." While he estimated that "this season's television shows on all the networks are receiving more unfavorable than favorable comment" from critics, he also cited a Trendex report showing that total nighttime tv viewing this fall again shows an increase over last fall. He said the study, based on measurements for the first week of October in each year, showed 5% more nighttime viewing this fall. He also called attention to a Psychological Corp. survey, made in April and May, in which three out of four respondents said they were watching as much or more television than they were a year ago and eight out of ten thought the programs were as good as or better than a year ago. He said this becomes especially important "because of the manner in which opponents of free television seized on the dud season complaint and twisted it to their own uses." Mr. Sarnoff also cited many programs of recent weeks which, while he acknowledged that not all were "great or flawless," nevertheless offered "many moments of exciting entertainment, of vivid sports drama, of penetrating personality close-ups, of live reporting of history as it was being made." But he said this is no cause for "complacency": "No broadcasting executive of my acquaintance feels that the level of American television entertainment has reached its apex or that we can be content simply because our audience continues to grow. Some of NBC's new shows this fall, even though they drew healthy audiences, have been disappointing to me. The need for improvement in production and writing and casting was in several cases quickly apparent. The program department did not have to wait for any critical appraisal to suggest appropriate changes after certain premieres, but the airing in print of show shortcomings probably goaded everyone concerned into swifter action." He said he thought every series "can be improved during the course of a season" and "that's the job we're busy on now." Mr. Sarnoff noted that a show's first appearance "does not necessarily reveal the character that it will have for the next 51 weeks." He said: "If I could borrow from [columnist] John Crosby and introduce a new Crosby's Law for Broadcasting, it would be that all reviewers should look at a first show and then a fifth show and then a tenth show before delivering a final verdict." CBS Radio Sets New Crosby Show Another signpost of network radio's return to "big name" programming was seen last week when CBS Radio announced that Bing Crosby will star in a music-comedy show on the network (Sun. 7:30-8 p.m.), starting Oct. 27. The program will be rePage 104 • October 21, 1957 corded in Hollywood during the week of the broadcast and will feature Mr. Crosby and well-known guest stars. The program will follow the Jack Benny Program and is an addition to Mr. Crosby's current Ford Road Show, also on CBS Radio. Early last week Mutual announced that Kate Smith had been signed to a regular series (see this page). NABET Plans to Ask ABC, NBC For Work Week of 35 Hours ABC and NBC will be asked to provide a 35-hour work week and uniform industry pension benefits, plus pay boosts commensurate with "the rising cost of living" when they start contract negotiations with the National Assn. of Broadcast Employes & Technicians (NABET) next January. These goals were restated by NABET after a week-long conference of its contract presentations committee in New York the past fortnight. The terms were outlined by George W. Smith, the union's international president. NABET's negotiating team, headed by G. Tyler Byrne, international executive vice president, will meet with network representatives on a new three-year pact in Boston, Jan. 6, 1958. The union previously indicated it will insist on "nothing less than a just share of network savings and profits," because of rising living costs and "sweeping technological changes," and will oppose another long-term contract with a "crumbs from the table" settlement [Personnel Relations, Sept. 2]. Francis Kept Off Wallace Show NBC last week notified Arlene Francis, who is featured weekdays on NBC-TV's The Arlene Francis Show that she could not appear for a scheduled appearance last Saturday evening on ABC-TV's The Mike Wallace Interview. An NBC spokesman said this action was taken because Miss Francis is "an exclusive contract artist" of the network. He said Miss Francis is permitted to appear on CBS-TV's What's My Line? panel show because that contract was signed before her NBC pact. ABC, MGM May Discuss Tie-Up A meeting of top-level ABC-TV and Metro-Goldwyn-Mayer TV Div. of executives may be held this week to discuss a possible production tie-up between the two. [At Deadline, Oct. 14]. An MGM-TV executive said no definite date for the conference has been set, but it is likely the meeting will be held this week. It originally was planned for last week but was postponed because a special meeting of Loew's Inc. stockholders was scheduled at that time (see story, page 100). Paley, Stanton in Building Project CBS Board Chairman William S. Paley and President Frank Stanton were identified last week to be in partnership with Vincent Astor in his $75 million, 46-story office building project planned in New York on Park Avenue, between 53rd and 54th Streets. The project has been temporarily halted because of the tight money market, although demolition of existing structures on the site will be completed. Messrs. Paley and Stanton are said to hold a 15% interest in Astor Plaza Inc., of which Mr. Astor is principal owner. NBC-TV Announces Renewal Pact With Jack Paar for 'Tonight' Any uncertainties the last few months over the future of NBC-TV's Tonight show appeared last week to have been settled, as the network announced it has renewed its contract with comedian Jack Paak to star in the program "during the coming months of 1958." Robert F. Lewine, vice president for tv network programs, announced that the renewal had been signed several weeks in advance of normal option-exercise time. He attributed the decision to "unprecedented" critical acclaim, surging sales and outstanding audience and affiliated station acceptance. Mr. Lewine said sales on Tonight have increased more than 46% since Mr. Paar took over the program last July and that by Nov. 1 the program's station lineup will total 76, largest since the original Tonight was launched three years ago. Among the stations which will be carrying the program by the first of November, he said, are WSMTV Nashville; KSD-TV St. Louis; WHDHTV Boston; WSOC-TV Charlotte, N. C; WINR-TV Binghamton, N. Y.; WCYB-TV Bristol, Va.-Tenn.; WBOY-TV Clarksburg, W. Va.; WICU (TV) Erie, Pa.; WLEX (TV) Lexington, Ky., and WTVO (TV) Rockford, 111. CBS Said Working on Secret Job A report was circulated last week that CBS is a participant in a hush-hush, multimillion-dollar reconnaissance satellite being developed for the U. S. Air Force. Existence of the project was claimed by an article last week in Aviation Week, which said Lockheed Aircraft Corp. is the prime contractor in the development which involves the design of an unmanned vehicle equipped to photograph activity on the earth through the use of television or regular photoghaphic cameras, or with infrared or radar scanners. Published reports stated CBS and Eastman-Kodak are participants. CBS declined to comment on the story. Kate Smith Signs With MBS Kate Smith will return to network radio within ten weeks with her own program on MBS, according to Paul Roberts, network president. Starting date and format haven't as yet been finalized, but Mr. Roberts said mutual plans to "present Miss Smith in our daytime schedule and at a time when every one of our affiliates will be able to air the program." The contract with Miss Smith represents "the first major single program venture" undertaken by Mutual since new management assumed control on Aug. 8, Mr. Roberts added. Ted Collins is Miss Smith's manager. Broadcasting