Broadcasting Telecasting (Apr-Jun 1958)

STATIONS CONTINUED INGRID BERGMAN "Arch of Triumph" NTA's Here is programming that is head and shoulders above the crowd. Through NTA's FAMOUS FILMS, pioneering programming service plan for TV stations, almost 1,000 hours of "Hall of Fame" TV programming are available, by subscription, at huge savings! At a fixed low price . . . you can subscribe to this tailor-made, flexible, new TV station programming service, giving you the most of the best programming . . . for the least cost . . . and gain a terrific competitive edge in your market! You'll telecast these other top-quality TV Shows: Fabulous Feature Films from such outstanding producers as: 20th Century-Fox David O. Selznick J. Arthur Rank Sir Alexander Korda Great Half-Hour Shows starring such top stars as: Pat O'Brien Ida Lupino Joan Blondell Teresa Wright Boris Karloff Paul Lukas Famous Cartoons and Short Subjects Including the following, many of them Academy Award Winners: "Little Lulu" George Pal "Puppetoons" Grantland Rice "Speaking of Animals" "Sportlights" "Unusual Occupations" TA's FAMOUS FILMS 10 Columbus Circle 8721 Sunset Blvd. New York, N. Y. Hollywood, Calif. JUdson 2-7300 Olympia 2-7222 PICTURED with Station Representatives Assn. National President Frank M. Headley (r), president of H-R Representatives, are the newly-elected officers of SRA Chicago (I to r): Thomas A. Taylor, SRA secretary; William Condon, treasurer; Roger O' Sullivan, vice president, and John W. Davis, president. Blair-Tv's Davis Elected President of SRA Chicago John W. Davis, vice president of BlairTv, has been elected president of Station Representatives Assn., Chicago. He succeeds Arthur W. Bagge of Peters, Griffin, Woodward. Other officers elected include Roger O'Sullivan, Avery-Knodel sales manager for radio, to Chicago SRA vice president; William Condon, account executive with the Katz Agency, treasurer, and Thomas A. Taylor, account executive for PGW, secretary. The Chicago officers are elected for one year terms and serve under the direction of the president and the board of directors of SRA in New York. They also conduct luncheon meetings twice a month for member firms and salesmen. Baseball Franchise Switches Spell Radio-Tv Difficulties Start of the major league baseball season today (Monday), will herald a new period of novel listening and broadcasting patterns. With the franchise shifts of the National League Dodgers and Giants to Los Angeles and San Francisco, respectively, some listeners will get their baseball at unconventional hours because of geographic time differences (as much as four hours between coasts) [Closed Circuit, Jan. 20]. Some examples: (1) when Philadelphia and Pittsburgh play in Los Angeles and San Francisco, fans back home will be tuning in around dinner time or midnight (depending on a day or night contest); (2) when the Dodgers and Giants go east. California listeners will follow their exploits in midmorning or 4-5 p.m. Aside from listening patterns, the new season also will produce changing broadcast schedules (and perhaps station rate cards, specifically prime time segments), not to mention types of audience geared to advertiser needs and rather hefty line charges. One such client, International Harvester International Truck Div., which has purchased "scoreboard" adjacencies after Dodgers' games, hopes to capitalize on the noontime lunchroom-and-cafeteria trade when Los Angeles plays on the road in the Midwest or East. Results Through Kiddie Shows Shown in WGN Chicago Survey Notwithstanding network sponsor reluctance, children's tv programs constitute an effective advertising buy. Small fry viewers respond favorably to tv commercials and are successful in getting their parents to purchase the products advertised. These are among the findings of a survey conducted by the research division of WGN-AM-TV Chicago, under the direction of Dr. Mark Munn, assistant sales promotion supervisor, in connection with Dr. Frances Horwich's Ding Dong School. The study was designed to measure the effect of such advertising on Chicago children and, in turn, their influence on family buying habits. Questionnaires were mailed to 500 homes known to watch the daily morning series (on the basis of Dr. Horwich's mail). Tabulations were based on replies from 221 households (374 children between ages two and eight). According to the survey, 85% of children "almost always or frequently" recog TRIPLE-SPOT SHOT KFJZ-TV Fort Worth, Tex., has banned triple-spotting on breaks as "not compatible with the best interests of telecasting." "Effective immediately," Gene L. Cagle, president, said, "KFJZ-TV will no longer quote availabilities so that breaks become overcommercialized." In the past the station has triple-spotted on less than 10% of breaks, but "as soon as we are able to satisfy all our advertisers, this will be zero," Mr. Cagle stated. Triple-spotting has been under fire by advertising agencies and at least one network [Advertisers & Agencies, March 17, et seq.] Page 76 April 14, 1958 Broadcasting