Broadcasting Telecasting (Oct-Dec 1959)

retain final control, the committee nevertheless would be helpful and, by its existence, inspire "more confidence in the final product than is possible in any other way." Differences with ACN • Signing of all three networks for the new ARB service came as a surprise, although it was well known that all three had been having their differences with the Nielsen organization over terms for new contracts to replace the current ones, which run out next year. ABC-TV, CBS-TV and NBC-TV all argued that ACN was asking too much money for too little service. All three had given one-year contracttermination notices to Nielsen. But it was not the first time they had done this during renewal negotiations, and the general impression given to observers was that this was largely a formality, required by the current contracts in order that they would be in a position to pull out next year if they hadn't come to terms by then. Only a few weeks ago all three networks signed with Nielsen for "fast" ratings — to be delivered within six days of the last reported telecast in each week — covering 24 three-network markets for the 1959-60 season. At that time negotiations for new national-service contracts were said to be continuing (Closed Circuit, Oct. 12). Dissatisfaction • Network authorities reported last week, however, that they appeared to be making little progress in these discussions — that ACN still wanted too much money. They said that in signing with ARB their purpose was to get a service that was "better," "more complete," "faster" and "cheaper" than what they had been getting from Nielsen. One network representative said flatly, after signing with ARB, that "I don't have enough budget to buy two services." Another said much the same thing, noting also that he had cautioned Nielsen that he was serious in his objections to the price-vs. -service ratio in the ACN proposals. A third said it was "conceivable" that his network might also sign with Nielsen, but that Nielsen would have to "change its attitude" and bring the cost down to "a much more reasonable" point than where it now stands. In announcing his new plans, Mr. Seiler said ARB's service will be based on "an entirely new, carefully drawn probability sample of the entire continental U.S." The sample will contain 1,500 homes, with each home being "electronically measured on a continuing basis." No Details • Mr. Seiler declined to elaborate on the new technique except to say that "a new type of transponder eliminates the need for leased lines into homes." The transponder is the Arbitron device installed in sets to transmit to the data collection center — heretofore via special lines — information as to which station is being watched. The ARB executive felt that the new service, with its three-way industry advisory board, "combines the best features of an industry operation and a private one." He said the data would be tabulated and processed by "complete automation" through a "new Univac solid state 90, the latest electronic computer . . . already installed." The new national report, he said, will "tie in closely with ARB's nationwide local service to supply complete audience composition and characteristics data, along with the performance of every U.S. tv station on a local basis." Seven-City Expansion • While the full national sample is being installed, ARB said, its present multi-city Arbitron will be expanded gradually. This now provides reports on seven cities where all three networks are in competition: New York, Chicago, Detroit, Cleveland, Philadelphia, Baltimore and Washington. In addition there is an Arbitron instant-rating local service in New York, and ARB also provides local reports — via the diary technique — on 250 markets. Mr. Seiler said presentations explaining the new service to major advertisers and agencies already were underway. has been produced in three markets to show brand activity on tv in number of commercials by stations and share of audience. The firm is contacting advertisers about the proposed service, and will step up efforts during the next few months, it was indicated by Mr. Rahmel and Eric E. Sundquist, vice president. Other Media Research • Mr. Sundquist 10 months ago began talking to agency media and research directors to gauge demand for a service embracing tv, magazines and newspapers. To date a dozen or more advertisers and agencies have shown interest. Objective of the cross-media evaluations would be to find a common denominator of advertising exposure in terms of homes reached. Such questions as whether three-media ratings would be on an individual-ad or general-circulation basis have not been settled yet, with the whole project in the early planning stage. In any case it would not be underwritten by media, Nielsen officials indicated. • George Ralph, Nielsen vice president and Canadian Broadcast Div. manager, explaining the first all-province coverage study for Canada, said it has been ordered initially by Procter & Gamble, J. Walter Thompson and the Canadian Broadcasting Corp. Countyby-county radio and tv ownership figures will be supplied subscribers this month and station circulation data will be ready early next year. The Canadian NCS supplements the Nielsen Broadcast Index measurements. This country's next Nielsen Coverage Survey, (NCS #4,) covering radio and tv, was announced last month for delivery in 1961. Final argument today on Dominican's claim Final argument will be heard today (Nov. 2) by U.S. Referee Asa Herzog on the Dominican Republic's claim against Mutual for $750,000. Later in the day referee Herzog will accept stipulations on the out-of-court settlement made by Mutual with the City of New York on claimed back business taxes. Originally the city had sought to recover $300,000 for back taxes from Mutual but the settlement is reported to be "considerably lower." These two claims against Mutual have held up the confirmation of its financial re-organization plan, which is being heard by referee Herzog. Mutual owes creditors included in the reorganization plan a total of about $1.9 million. They have agreed to accept 10 cents on the dollar, except for news stringers and guest panelists, Who will receive 50 cents on the dollar up to $600, and 10 cents on the dollar thereafter. Los Angles papers buy back KTTV-TV Times-Mirror Co., publisher of Los Angeles Times (morning) and Los Angeles Mirror-News (afternoon dailies, has repurchased from Loew's (MGM) the 3,334 shares of capital stock in KTTV (TV) Los Angeles (25% ) which it sold to the motion picture company in August 1956. Price was not disclosed, but it was stated as exceeding the $1,625,000 which Loew's paid for the stock. Transaction, which restores to the TimesMirror Co. 100% ownership of KTTV, is not related to the film license agreement which gives KTTV exclusive L A. tv rights to the pre-1948 library of MGM theatrical films, which still has four years to run. BROADCASTING, November 2, 1959 69