Broadcasting Telecasting (Jul-Sep 1959)

From the network camp • Legal men are interested observers and note-takers. They are (1 to r) Thomas K. Fisher, vp and general attorney, CBS-TV network; Thomas E. Ervin, NBC vp and general attorney, and Joseph J. Jacobs, ABC attorney. plexion of programming has changed. With some sponsors going into specials and the number of hour-long shows increasing, he explained, network selling has taken on new flexibility. He revealed that B.F. Goodrich, a BBDO client, is negotiating for cosponsorship with Bell & Howell, a McCann-Erickson account, of a public affairs series of specials, Face of Our Times, on CBS-TV next season. (Mr. Clyne mentioned this series to illustrate advertiser support of public affairs programming in prime time.) For the upcoming season, Mr. Foreman said, three of BBDO's regular series are from network sources and six from independents; three of its specials come from networks and 23 from independents. He stated firmly that selection and scheduling of network programs must rest with the networks and that for local stations to exercise program authority in today's world was not realistic. The economics of the business, he said, were against this. Bates Witness • Richard A.R. Pinkham, former NBC-TV program vice president and now Ted Bates Inc. senior vice president in charge of radio and television, estimated Bates' total billing at "slightly over $100 million," with broadcast billing about $80 million, $72 million of which was in tv and broken down 50-50 between network and spot. Marketing decisions at Bates, he said, did not follow the routine of plans boards but took the route of account supervisors and staff meetings with agency management. Mr. Pinkham testified that he usually entrusts programming to, or chooses series from, producers who have shown themselves to be professionals. Some producers, he said, may spend $65,000 for a pilot and take three months to produce it carefully, but then, once the series has been sold, turn out episodes at $40,000 apiece and take three days to produce them. Only the professionals can be permitted to go ahead on that basis, he felt. Asked by Mr. Bryant if this would be a factor making it more difficult for the independent producer who is not so well known, Mr. Pinkham replied: "Thank goodness, that's not my problem." Filter Showdown • As for advertiser policy taboos, he cited a filter cigarette advertiser who he said demanded that villains smoke only non-filters — and a reverse policy by a non-filter cigarette advertiser. Yet, Mr. Pinkham continued, there are not as many restrictions by advertisers as people think. He denied the idea that advertising people are in a "straitjacket." As to agency suggestions for script improvements, Mr. Pinkham said some producers welcome the advice and others spurn it, but in any event that the agency tries to keep second-guessing to a minimum. Though a producer is not contractually obligated to accept agency suggestions, he said, usually a conference will bring an understanding. Mr. Pinkham said he wanted to avoid giving any impression that advertisers are blocking or asserting pressure against "good writing." He conceded, however, that advertisers are businessmen and are not in business to antagonize potential customers. Actually, he said, a "minuscule" percentage of script is turned down by Bates. Of 15 shows sponsored by Bates' clients, 13 were bought from the networks, a situation which has persisted for the past two years. It is "stiffer" this year to place shows in network schedules, Mr. Pinkham said, and noted too that hour shows were placed in schedules in advance of actual sale. Network control, Mr. Pinkham said, is a long-term benefit for tv and contributes to progress. Lack of that control, he cautioned, could lead to stagnation. JWT's Seymour and Economics • The economics of tv were evaluated by Dan Seymour, radio-tv vice president at J. Walter Thompson Co., top tv billing agency in the U.S. Mr. Seymour discussed at length each of the tv seasons beginning with 195657. He stressed that the degree of flexibility or tightness in schedules and time periods depended almost entirely on the "climate of times." By this, Mr. Sey mour said, he referred to the ABC-TV emergence starting in the '57-58 season at a time when the economic status of the country loosened tv sales. This trend continued through the '58-59 season, he said, when it was easier to do business with the networks and more time was available. Mr. Seymour said it was more difficult for the small-budget advertiser to buy into a network schedule in '56-57, a situation which has returned in the coming season. But, he asserted, JWT did not meet this with "resistance." While Mr. Seymour conceded a seller's market in networking meant the networks could place programs in certain time periods well in advance and sell most of them quickly, he defended their right to control much of the scheduling. He said networks can show valid cause because of competition. 52-Week Push Is Past • Mr. Seymour volunteered that in '56-57, the networks busily attempted to sell programs on a 52-week contract basis but said now, a few seasons later, "short and flexible" contracts are accepted. Mr. Seymour testified also: Billings at the agency are in excess of $300 million world-wide, $200 million in the U.S., of which about 50% is in tv with network accounting about 70-80% of this total. The networks in the past four years have become more willing to give the agency more voice in program selection, placement and influence over subject matter and the program itself. He cited Markham which will be sponsored by Schlitz Brewing, JWT client, on CBS-TV next fall (Saturday 38 (BROADCAST ADVERTISING) BROADCASTING, July 13, 1959