Broadcasting Telecasting (Oct-Dec 1957)

THE WEEK IN BRIEF LEAD STORY What's With Tv's Audience — It's on a plateau, says Cunningham & Walsh in its 10th Videotown Survey, and it won't increase substantially until there's "creative vitality" in tv programming. The American family still watches a lot of television, but excitement is gone, report asserts. As for color, there's little new to say. Page 31. ADVERTISERS & AGENCIES New "Automatic" Ratings — ARB reported planning service employing mechanical devices to measure tune-in automatically and feed results to central office for immediate computation. January start in New York foreseen, with expansion to national service as goal. Page 34. Toiletries Big in Network Tv — This product category in September overtakes and passes food advertisers as top product group spender in network tv for the first nine months of 1957. Compilation is based on Publishers Information Bureau data. Page 39. GOVERNMENT Comments on Boost for Class IV's — Local Class 4 stations urge FCC to approve increase from 250 w to 1 kw across the board; regionals and daytimers oppose and so do some community stations in comments filed at deadline last week. Page 64. Wants WATV (TV) Facilities — State of New York submits bid for ch. 13 in New York City; petitions FCC to change vhf assignment from commercial to educational, implies it will meet $3.5 million price being paid for WATV and radio adjuncts, WAAT-AM-FM, by National Telefilm Assoc. Page 66. Help for Science — FCC Chairman Doerfer assigns new mission to broadcasters: use stations and networks to help America overcome shortage of scientific and technical personnel. He speaks before Edison Foundation; radio-tv awards made. Page 60. FILM NTA-AAP Litigation Continues — National Telefilm Assoc. submits cross-claim to suit in effort to enforce contract it signed with Associated Artists Productions' majority stockholders, who now claim the agreement with NTA is "not enforceable." Page 75. MANUFACTURING Outlook for Set Manufacturers in '58 — Arnold Bernhard & Co., New York investment adviser, expects slight decline in demand next year; tv output may drop 5%, and there will be less margin of profit. Page 92. . . . And What's Happening This Year — Production and retail sales of radio sets are ahead of the 1956 pace for the first 10 months of this year, reports Electronic Industries Assn. However, the tv side is running below last year. Page 96. OPINION MISS SANDERS Know How The Agency Functions — Hilly Sanders of Dan B. Miner Co. believes advertisers should be thoroughly versed in the operation and thinking at their agencies. Writing in the regular Monday Memo series, she tells how timebuying without the creative approach can make the sponsors' campaigns ineffective. Page 125. Tv's Too Good to Miss — Jack O'Mara of KTTV (TV) Los Angeles says that advertisers, regardless of budget size, are missing a bet if they don't use television. He makes his impressive argument at the San Francisco Ad Club. Page 40. EDUCATION Eggheads and Educational Tv — WCBS-TV's Digges tells public relations group commercial broadcasters lead the way in ETV while too many "intellectuals" criticize and run away. Page 100. TRADE ASSNS. New Goals for Farm Broadcasters — The nation's radio-tv farm directors gird for more business and better programming, with an eye cocked for challenges posed by news and music operation. NATRFD, meeting at 14th annual convention in Chicago, is told commercial farm shows per se are not frowned on by FCC. Page 50. Mobile Service Users Meet — They discuss vehicular systems and gear in Washington two-day meeting under IRE group's auspices; emphasize their need for more spectrum space and mention (discreetly) that some broadcasting bands are not being fully utilized. Page 68. NETWORKS DST Snag Unsnarling — NBC-TV committee reports success in negotiations for additional AT&T channels to carry videotaped repeats to eastern-time stations during daylight-time months. But AT&T hints other shortages possible, despite efforts to overcome problems "early as practicable"; says situation can't be foretold with certainty till next month. Page 42. PROGRAM SERVICES 'Gray Ghost' in New Licensing Plan — CBS Television Enterprises tries a new dimension for its merchandising and licensing activities. Retail outlets of sponsors of The Gray Ghost handle items tied in with tv show. Page 80. DEPARTMENTS ADVERTISERS & AGENCIES... 31 AT DEADLINE 9 AWARDS 60 BUSINESS BRIEFLY 36 CLOSED CIRCUIT 5 COLORCASTING 34 EDITORIAL 126 EDUCATION 100 FILM 75 FOR THE RECORD 113 GOVERNMENT 64 IN REVIEW 14 INTERNATIONAL 102 LATEST RATINGS 42 LEAD STORY 31 MANUFACTURING 92 MILESTONES 123 MONDAY MEMO 125 NETWORKS 42 OPEN MIKE 16 OUR RESPECTS 28 PEOPLE 108 PROGRAMS & PROMOTIONS. .105 PROGRAM SERVICES 80 STATIONS ... 82 TRADE ASSNS 50 UPCOMING 123 Broadcasting December 9, 1957 • Page 7