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NETWORKS CONTINUED
"became number one in terms of sponsored hours." He said "NBC's share of the national television audience has increased tremendously this broadcast season, and the latest audience survey shows NBC leading the second network by 14'/ in average evening ratings and the third network by
39%. This achievement resulted from a drastic re-programming of the television network, which required a heavy investment and thus adversely affected NBC's 1957 profits.
"NBC's recapture of the top position in nighttime audience popularity represents the
greatest one-year audience shift in television's history."
According to TvB's report of network tv gross time billings for the first quarter of this year, NBC-TV had a total of $53,975,286 or a 12.2% gain over the corresponding quarter of last year.
POST-GRADUATE COURSE IN NETWORKING
Some 150 NBC executives got a broader view of the network's business, its objectives and its major problems in a d liferent sort of school that wound up last month. It was the NBC Advanced Management Program, said to be the first
of its kind in broadcasting, and it consisted of four one-week study sessions at the Nassau Tavern Hotel in Princeton, N. J. Some 37 executives attended each week, studying a curriculum that kept them busy from 8:30 a.m. to 1 1 p.m.
Following a committee system of studying "cases" based on actual situations, all students by the end of their week had been called upon to make executive decisions in major areas.
NBC President Robert W. Sarnoff explained the course's purpose thus: "Changing conditions, both in the broadcasting industry and within our company, dictate the necessity of reviewing regularly the overall NBC operation. Then, too, as executives progress up the managerial scale, it is necessary for them to broaden their knowledge of the areas in which we expend our major efforts."
In addition to the committee discussions, the groups were addressed by Mr.
HALLS OF IVY: NBC went back to Old Nassau (the Nassau Tavern Hotel, Princeton, in this case) for its seminar.
SCHOLASTIC STUDY: Bill Davidson, general manager, WRCA-AM-FM-TV New York, concentrates on a problem.
BURNING THE MIDNIGHT OIL: Tony Krayer (I), business manager for NBC Spot Sales and owned stations, and Hank Shepard, general manager, WAMP-WFMP (FM) Pittsburgh, find that back to school means back to the books.
Sarnoff and guests from outside NBC. These included Edwin Cox, board chairman of Kenyon & Eckhardt, and Alfred L. Hollender, vice president and radiotv director of Grey Adv., who discussed agencies' view of the networks; Jack Barry, Dave Garroway and John K. M. McCaffrey, who gave the performers' view; George Benson of Robert Saudek Assoc., explaining the program packager's position, and John L. Burns, RCA president, Theodore E. Smith, executive vice president for RCA industrial electronic products, and W. Walter Watts, executive vice president for RCA electronic components.
The "school" was conducted by the NBC personnel department under vice president B. Lowell Jacobsen, in conjunction with Harbridge House Inc., Boston, consulting firm that specializes in executive development programs. D. C. Wallace of RCA was coordinator.
PRESIDENTIAL PEDAGOGUE: NBC
President Robert W. Sarnoff took on a teaching stint at one of the sessions.
Page 64
May 12, 1958
Broadcasting