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inning quarters
From noon to 6 p.m., Monday through Friday, the Washington audience is in love with
WMAL-TV. . . with these winsome results ( according to ARB for February):
QUARTER-HOUR WINS:
WMAL-TV 70
Station 2 35
Station 3 6
Station 4 4
SHARE OF AUDIENCE:
WMAL-TV 35.6
Station 2 31.3
Station 3 19.7
Station 4 12.8
AVERAGE QUARTER-HOUR RATINGS:
WMAL-TV 9.7
Station 2 7.1
Station 3 4.2
Station 4 3.9
(4 ties)
(5 ties) (1 tie)
wmal-tv
maximum power on channel 7 in Washington. D.C. an Evening Star station represented by H-R Television, Inc.
GOVERNMENT
CONTINUED
tion time to increase the number of option time hours. He also wondered whether affiliates took network programs they normally would not because of option time. But, he added. "I guess this is the price of having network service, isn't it?"
WITNESS: David C. Adams
Page 76 • March 17, 19 58
David C. Adams, NBC executive vice president for corporate affairs, wound up the NBC presentation with an incisive statement on affiliation practices, rates and compensation.
He hit hard at the Barrow recommendation that affiliation criteria, contracts and compensation be made public. This is a common carrier concept, he insisted.
". . . the proposal is typical of the whole series of recommendations in this area," Mr. Adams declared. "All of them would edge the Commission into common carrier regulation of networking, and involve it in the economics of the advertising business where it has no expert knowledge or authority to operate."
Mr. Adams recalled that until April 1953, NBC used to publish monthly circulation for each of its affiliated stations. This caused so much ill feeling, he said (because the network circulation criteria were different than those used for local and spot circulation) that it was discontinued at the insistence of the affiliates themselves.
"If the Commission now should require all networks to publish the station-by-station circulation figures used for network rate purposes," Mr. Adams said, "it will start one of the greatest Donnybrooks in the business. . . ."
He also raised the question of antitrust violations if networks publicized compensation data. Compensation arrangements represent a "business" agreement, Mr. Adams pointed out, and who is to determine the reasonableness of that?
Affiliates have no lack of bargaining power, Mr. Adams stated, which needs to be met through publication of circulation figures or rate specifications.
Multiple ownership plays no part in affiliation or inclusion in must-buy lists, Mr. Adams said. Seven basic affiliates do not meet NBC's statistical criteria for must-buy, Mr. Adams said, but there are reasons for their inclusions and none are associated with multiple owners.
In a discussion of the importance of option time. Mr. Adams pointed out that there are substantial amounts of syndicated film in the 6-11 p.m. option time periods in the top 100 markets — 20%. Feature film in this period, amounts to 7.2%, other film, 0.5% and local live programs, 12.1%.
Broadcasting