Broadcasting Telecasting (Oct-Dec 1959)

MAXIE" Salutes OVALTINE THE WANDER COMPANY The Wander Co. has joined the Honor Roll of Advertisers who chose WFGA-TV to carry its sales messages to more than a quartermillion Florida-Georgia TV homes. The Wander Co. is using a year's schedule of over 300 spots, and these spots — combined with WFGATV programming — will provide top selling power for Ovaltine. "Jaxie" is proud to have Ovaltine and the Tatam-Laird, Inc. advertising agency of Chicago on its growing list of prestige advertisers. NBC and ABC Programming Represented nationally by Peters, Griffin, Woodward, Inc. WFGA-TV Channel 12 Jacksonville, Florida FLORIDA'S COLORFUL STATION son, trying to "straighten things out." At Talent Assoc., he admits "compromises are sometimes necessary." On the other hand, he insists, "We want to do the best show in spite of it. We do not want to feel that the air would be better off without our program." His bills for getting a project off the ground are staggering. Five specials per month, he notes, mean about $1.5 million in production, "more than it would take to finance eight Broadway shows." Whipping Boy • Somehow, New York is his pet whipping boy, and there are those who might think this odd considering the fact that "Baghdad on the subways" was at least the climate for his phenomenal success. He dimly views "antics" to bring in certain activities; for example, a second ball club. But when it comes to live tv, he charges "we are conveniently ignored . . ." Yet the industry, he points out, "employs more people than baseball ever could hope to." He alluded to the building on Second Ave. where Art Carney has been rehearshing a show for a series being produced for General Motors by Talent Assoc. A sign outside of old Central Plaza Hall, languishing in the lower East Side, offers the premises for hire to weddings. "See what I mean?" sighs Mr. Levy, who apparently wouldn't be surprised to find a band of gypsies encamped there one of these mornings. Averse to Hollywood, nonetheless, he believes that a few talent agencies control motion pictures. He asserts that this is the "economics of the business. They can get performers only by giving a piece of the business to them." Feature filming is out, unless "you make a 'Blob' or a 'Spider.' I cannot do this type of picture." This summer, Talent Assoc. produced "Raisin in the Sun" (a successful Broadway play) for Columbia Pictures but, he reminds, it was filmed in New York. He cautions that film is not inferior in television but "we know the live business and feel we are best there. It's where we've been the most successful." Up The Ladder • Mr. Levy studied at Arizona U., received three degrees, the last one in law. He practiced in Dallas in 1935 but the depression was too much and he migrated to Los Angeles. On a golf course, he met Jimmy Saphier, a top representative, who urged him to enter the talent field. During this phase, Mr. Levy handled Herbert Marshall's first radio endeavors, Doris Day for a while, and managed Frank Sinatra who was moving into the bigtime. (He directed and produced the singer's radio show.) In 1945, Mr. Levy formed Century Big business Talent Assoc. has become big business: it meets a payroll in seven or eight figures, expects to gross $15 million this year. This activity goes hand in glove with the trend toward more dramatic showcases. Mr. Levy's firm alone will turn out 33 specials on all three networks in the 1959-60 season while continuing with the Armstrong Circle Theatre alternate-week series. Artists with Richard Dorso (now with Ziv) and Martin Melcher (has since married Doris Day and is her business representative). While visiting the firm's New York office in 1947, Mr. Levy ran into a young man about 24 who obviously was cooling his heels in the waiting room. "Who are you?" asked Mr. Levy. That was his introduction to David Susskind, whom Mr. Levy immediately liked and brought into the firm. When Century — which represented talent — was disbanded soon afterward. Mr. Susskind with Mr. Levy's help joined Music Corp. of America while Mr. Levy proceeded to find out how to lose money trying to salvage family shipping, farming and other interests (some of this has since been recouped). Talent Assoc. was formed March 10. 1949. Mr. Levy then had $10.10 in his pocket, all that remained after a disastrous fling at keeping the oncelucrative family enterprises above water. When most of it submerged in the late 40s, Mr. Levy, along with a brother, saw the $ 1 million they were worth go under in about a year's time. The TA Story • The new company represented producers, directors and other creative talent. It began to produce shows, too. Finding it couldn't do both, it went into full production rather than representation. Early shows included a Philco program, "Mr. Peepers" and "Treasury Men in Action." He soon had Mr. Susskind back with him for a six-month stay. As the business progressed and Dave Susskind stayed on, Mr. Levy offered Dave Susskind a 60-40 share in profits. Later he found this arrangement nonsensical and told Dave so. They made it a 50-50 arrangement. Not All Sixpence • He thinks beyond the profits. There's the example of more than 20 hours used to get one scene "right" in "Body and Soul" (telecast Sept. 28 on CBS-TV as first in this season's DuPont Show of the Month series). Taping of the final prize fight 94 (PROGRAMMING) BROADCASTING, October 19, 1959