Broadcasting Telecasting (Oct-Dec 1957)

NETWORKS ABC-TV GOAL: EVENING LEAD BY APRIL Affiliates meet told emphasis is now on network's programming ABC-TV's goal is nighttime tv audience leadership by next April. That objective was laid out before the network's primary affiliates at an all-day meeting in Chicago Wednesday, along with a progress report on programming and other areas since ABC-TV set its competitive sights on CBS-TV and NBC-TV last year. Station managers and promotion representatives generally expressed satisfaction with ABC-TV's future program plans, to be effectuated immediately. Where ABC-TV acknowledged a station clearance problem as a major — if not the No. 1 headache — in 1956, management heads frankly emphasized programming last week as the top subject on the network's agenda, partly because of NBC-TV and CBS-TV claims. The consensus of the toplevel contingent is that ABC-TV has made good progress in the intervening year and expects to improve its competitive position still more at the dawn of an era that presages fewer "run-away" ratings for individual program series. ABC-TV, particularly, claims to have shown substantial improvement in markets where it competes head-on with the other networks. At the same time it's conceded that, while the network has not resolved all its station clearance problems, the issue is less pressing than it has been in previous years. Underlying the harmonious sessions was the feeling — if not the actual confirmation this past week — that ABC-TV's executive reins momentarily will be more definitively thrust into the hands of Oliver Treyz, ABCTV vice president in charge of television, and James T. Aubrey Jr., vice president in charge of programming and talent. Speculation that Messrs. Treyz and Aubrey would be elected president and executive vice president, respectively, of ABC-TV was a subject of constant corridor talk Wednesday, though the American Broadcasting-Paramount Theatres Inc. board took no formal action at its meeting Monday. Indeed, some affiliates expected a dramatic announcement during the Chicago sessions. The ABC-TV management team addressed more than 80 managers and also promotion executives of the network's nearly 100 primary affiliate stations, plus managers from a handful of secondary ABC-TV affiliates (those with basic CBS-TV or NBC-TV contracts), at an all-day meeting in Chicago's Sheraton-Blackstone Hotel. It seemed evident from the closed morning session that ABC-TV still regards programming as its No. 1 problem, despite ratings gains on NBC-TV and CBS-TV since 1956, with one or two sore spots in the network schedule. Mr. Treyz sounded the keynote, reminding affiliates the network has committed over $60 million in programming for the 1957-58 season. By April 1958, he asserted, ABC-TV hopes to be "the leader in nighttime audiences in the competitive markets throughout the country where we compete directly with the other two networks." ABC-TV's biggest gains in audience share, Mr. Treyz claimed, have been in live competitive markets where it knocks heads with CBS-TV and NBC-TV. Since November last year, he asserted, ABC-TV's share of homes reached in average evening hours has achieved a 45% increase. "This translates to two million more American homes now viewing ABC programs than last year at this time," Mr. Treyz reported. Affiliates were apprised of this progress of the past year, future programming plans and, specifically, of proposed jockeying of some present series around to better compete with NBC-TV and CBS-TV. It's understood some of the program changes contemplated are these: • The format of the Frank Sinatra show is being overhauled in view of frankly disappointing ratings, with the Sinatra series going live Nov. 29 (Fri., 9-9:30 p.m. EST). The plan is to televise one live program in December and go entirely live after Jan. 1, 1958, by which time Mr. Sinatra hopes to complete present motion picture commitments. CHAIRMAN of the ABC-TV Affiliates Board Fred Houwink of WMAL-TV Washington (I), is filled in on the network programming picture by Oliver Treyz, vice president of ABC-TV. The Patrice Munsel show, now slotted before Sinatra (8:30-9 p.m. EST), would be shifted to the post-Sinatra segment (9:3010 p.m. EST), concurrent with the dropping of Date With the Angels. • The across-the-board American Bandstand, a popular teenage show, is due to be moved into the slot (Sat., 8-9 p.m. EST) opposite NBC-TV's Perry Como Show, replacing Country Music Jubilee and also competing with equal half-hour segments of CBS-TV's Perry Mason Show and Dick and the Duchess (both reported to be under consideration for cancellation after the present 13 -week cycle). • The filmed 30-minute maritime adventure series, Harbourmaster, moves from CBS-TV to ABC-TV Jan. 5, replacing Bowling Stars (Sun., 8:30-9 p.m. EST) and following Maverick. The film series will appear under a new undisclosed title, it was reported. • Mike Wallace, controversial reporter on Mike Wallace Interview, is slated to emcee a new dramatic show along the lines of the present Walter Winchell File. Plans for perhaps a weekly series featuring Orson Welles and a new daytime Disney property also are on the drawing boards. The apparent ratings success of the western Maverick series was cited by ABC-TV management officials as an example of a good program knocking off top competition— specifically CBS-TV's Ed Sullivan Show and NBC-TV's Steve Allen Show, along with the former's Jack Benny Show on the basis of ratings the past fortnight. Specifically, station managers of ABC-TV affiliates were commended by Leonard H. Goldenson, president of American Broadcasting-Paramount Theatres Inc., for "excellent" promotion efforts on behalf of Maverick. Overall, Mr. Goldenson attributed much of ABC-TV's success to excellent cooperation by affiliates and asserted: "We have a great team at ABC-TV and with their enthusiasm and drive, together with the support we can give them, they will make ABC-TV the No. 1 network." Mr. Goldenson also reviewed the network's facilities expansion plans, particularly its acquisition of properties on West 66th Street adjacent to its headquarters offices in New York City. The network also has completed construction of a theatre within its New York tv center designed to accommodate live audiences for network shows [Networks, Nov. 11, Oct. 14]. ABC-TV's new specific goal, aside from leadership in nighttime viewing in directly competitive markets with NBC-TV and CBS-TV, is to make it "the No. 1 network in 85 out of 100 American television homes," according to Mr. Treyz. He hoped this objective can be achieved by next April (or about the end of the second 13-week cycle in the 1957-58 season). This timetable, presumably, reflects Mr. Page 56 • November 25, 1957 Broadcasting