Broadcasting Telecasting (Apr-Jun 1958)

IN REVIEW REPORT CARD 1958 Nowadays, when any crumb on education is of compelling interest, it is hard to say how many thousands of words ABCTV's classroom pictures are worth. Last Monday's Report Card 1958 on six pioneer movements in public education was an absorbing essay. The battery of senior correspondents who led the filmed tour of six classrooms across the country handled their job intelligently, providing stimulating live comment. But the show belonged to the young scholars and that unseen hero, the photographer. The hour was filled with irresistible shots of youngsters who seemed unaware of being watched. Nowhere did the mechanical excellence of Report Card 1958 detract, however, from the point being made, that the U. S. educational system is developing new approaches to meet changing educational needs. ABC-TV's constructive approach to the question was pointed up by John Daly's observation that some of the experiments in reading, languages, sciences and other facets of the primary-secondary curriculum pre-date Sputnik I by as many as five years. There were no grades on the Report Card, only some glimpses of what is being done from the tv classes of Hagerstown, Md., to special classes for "able" children in Portland, Ore., and points between. Before the space era dawned last fall, it's possible that such a documentary might not have made it as a Monday evening show. Last week it looked like logical programming for prime time, pre-empting regular shows. The session bears repeating. Moreover, if ABC were to supplement the report from time to time, it would be welcome viewing and as much a cultural con COLO The Next 10 Days of Network Color Shows (all times EDT) CBS-TV May 13, 20 (9:30-10 p.m.) Red Skelton Show, S. C. Johnson & Son through Foote, Cone & Belding and Pet Milk through Gardner Adv. NBC-TV May 12-16, 19-21 (3-4 p.m.) Matinee Theatre, participating sponsors. May 12, 19 (7:30-8 p.m.) The Price Is Right, Speidel through Norman, Craig & Kummel and RCA Victor through Kenyon & Eckhardt. May 13 (8-9 p.m.) Eddie Fisher-George Gobel Show, RCA Victor and RCAWhirlpool through Kenyon & Eckhardt and Liggett & Myers through McCannErickson. May 14, 21 (9-10 p.m.) Kraft Television Theatre, Kraft Foods through J. Walter Thompson Co. May 15 (7:30-8 p.m.) Tic Tac Dough, RCA Victor through Kenyon & Eck Broadcasting tribution as was the May 5 program. Production costs: Approximately $25,000. Sustaining on ABC-TV, May 5, 7:30-8:30 p.m. EDT. Producer: Mary Laing, ABC News and Public Affairs Dept.; director: Marshall Diskin; film director: Robert Northshield. Commentators: John Daly, vice president in charge of news; Quincy Howe, ABC, New York; John Secondari, Washington bureau chief; Edward P. Morgan, Robert Fleming, ABC, Washington, and Don Goddard, roving correspondent. SEEN AND HEARD That was a delicious-looking dish Kraft Theatre served up last Wednesday evening — the commercial for Blue Cheese Gelatin salad, that is. The stuff that surrounded the commercial — Phil Reisman Jr.'s adaptation of Bret Harte's classic short story, "The Outcasts of Poker Flat" — left this corner totally unsatisfied. To make a short story long is one of tv's major vices. The beauty of Harte's little morality play lay in its brevity and irony; what came out of the Talent Assoc. wash was standard soap opera — virtue rewarded, sin redeemed. A revised modus operandi as regards commercials may be in order for NBC-TV's Jack Paar Show. Said network ought to be wished as much new business as it can possibly accept, but someone should use a bit more discretion in scheduling this polyglot of spots. Nothing can be more disconcerting than to see an urbane conversation between two adults — e.g., Jonathan Winters and actress Tilli Losch — cut off abruptly by a word or two or three from the sponsor. Such inflexibility might please the second-conscious advertiser and his agency — until both realize that viewer antagonism never sells. hardt and Warner-Lambert through Lennen & Newell. May 15 (10-10:30 p.m.) Lux Show starring Rosemary Clooney, Lever Bros, through J. Walter Thompson Co. May 16 (10-11 p.m.) Jerry Lewis Show, Oldsmobile through D. P. Brother. May 17 (8-9 p.m.) Perry Como Show, participating sponsors. May 17 (10:30-1 1 p.m.) Your Hit Parade, Toni through North and American Tobacco through BBDO. May 18 (7-7:30 p.m.) My Friend Flicka, sustaining. May 18 (8-9 p.m.) Steve Allen Show, S. C. Johnson & Son through Needham, Louis & Brorby, U. S. Time Corp. through Peck Adv. and Greyhound Corp. through Grey Adv. May 18 (9-10 p.m.) Dinah Shore Chevy Show, Chevrolet through CampbellEwald. May 20 (8-9 p.m.) George Gobel-Eddie Fisher Show, RCA Victor and RCAWhirlpool through Kenyon & Eckhardt and Liggett & Myers through McCannErickson. IN 6 MONTHS: NATIONALLY ! 8th (from 19th) among all CBC shows! Outrates "Have Gun Will Travel", "Dinah Shore", "Disneyland", etc. Network rating higher every rating period, now 41.0! 21% increase in homes reached ! 30% increase in viewers! Pre-tested as popular movie and through dozens of famous Saturday Evening Post stories, TUGBOAT ANNIE helps Lever Brothers Limited of Canada win friends and influence sales. Lever Brothers' success story gives proof of greater profit than ever for you in your own market. Of course, the American premiere market showing is swamping all competition too ! the adventures of TUGBOAT TELEVISION PROGRAMS OF AMERICA, INC. 488 MADISON ♦ N.Y. 22 » PLaza 5-2100 May 12, 1958 • Page 15