Broadcasting Telecasting (Jul-Sep 1959)

r /X 1 BROADCASTING THE BUSINESSWEEKLY OF TELEVISION AND RADIO July 13, 1959 Vol. 57 No. 2 HOW BIG A STICK AGENCIES SWING • Top agency executives explain how they protect clients' money ° But they say tv networks do and should control own schedules • Their testimony is a cram course in big-time network television Agencies take a parental role in the development and production of their clients' television programs, but the networks have the final say. And that's the way it ought to be. This is the view of seven of television's leading agency practitioners, as presented in three days of testimony before an FCC hearing examiner in New York last week. There was nothing to indicate that the four remaining witnesses scheduled to appear Friday (July 12) would take violent exception to this concept (see At Deadline, page 9). The agency hearing, part of the FCC's massive overall inquiry into network television programming (Broadcasting, May 11), explored the agency's role from campaign conception to program presentation. The testimony produced few instances of seriously conflicting views among the witnesses (who for the most part said they didn't like controversy to get into their clients' programs either). Hour Shows • Much of the questioning centered around this year's trend toward hour-long programs, often sold on a participating basis, and the increased number of "specials." Did not the hour series, mostly controlled by the networks (and naturally so, according to at least some agency executives) limit an advertiser's chances of placing an independently produced program in prime time? Yes, there would be fewer half-hours available. But witness after witness maintained that the hour-long programs add flexibility, and many felt this enables smaller advertisers to buy primetime exposure and gives big advertisers a chance to spread their investments over several shows rather than a few. Some felt the overall tightness this year hurt small advertisers' chances, but they also said their own agencies had not been adversely affected. One agency expert, however, thought the hour-show trend had gone about far enough. He was Peter G. Levathes, vice president in charge of Young & Rubicam's program department, who said he counted 33 hour-long programs — a record — on the network's nighttime schedules for fall. While Y&R hasn't been hurt as a result, he said, continuation of this trend to its ultimate conclusion could mean that historic buying formats might go out the window and "run-of-schedule" advertising, a la buying into magazines, come into being. This, he said, could deprive sponsors of important advantages, such as identification with a specific show and the merchandising possibilities that go with sponsorship. Differences in Degree • Fluctuations in the degree of network control over programming also were emphasized in the questions and answers. In 1956-57, it was generally agreed, there was a seller's market, with nighttime openings hard to find. It was generally agreed, too, that a year ago the situation was much different. The emergence of ABCTV as a competitive third network, plus the softness in the national economy, made more network time available and easier to buy and fill. This year, with sales closed earlier and more hour-long productions in the lineup, the buying situation is tighter. In their questioning, FCC counsel repeatedly stressed that the networks this year not only are putting on more hour-long programs and specials, but also in many cases slotted them at de United front • Key men called by the government from rival agencies were generally in harmony with minor variations on a single theme: tv programming is the result of teamwork between agency and network, each playing its proper role. Seen here during a break in the hearings: (1 to r) George A. Elber, tv counsel for Benton & Bowles and member of Davis & Gilbert law firm; Thomas J. McDermott, formerly senior vp in charge of radio and tv with Benton & Bowles, who is joining Four Star Films, Hollywood; Peter G. Levathes, Young & Rubicam vp in charge of radio and tv; Dan Seymour, radio-tv vp with J. Walter Thompson, and John DeVine, vp in charge of radio and tv administration, JWT. BROADCASTING, July 13, 1959 I 31