Broadcasting Telecasting (Oct-Dec 1959)

BOWLES WANTS TV FACELIFT RTES also hears Mickelson of CBS discuss television's effect on politics The tv industry received several recommendations from a congressman on how it can cure itself of "a deeper malady which is causing profound distress to the friends and well-wishers of radio and television." The speaker was Rep. Chester Bowles (D-Conn.) who shared a platform with Sig Mickelson, president of CBS News, in a discussion of broadcasting and politics before the Radio & Television Executives Society "roundtable" luncheon. Mr. Mickelson stuck to the subject, outlining the power of tv to inform an electorate. But Rep. Bowles changed the title of his talk to "Broadcasting and The Public Interest." A summary of Rep. Bowles recommendations: Form a commission to appraise the entire communications structure "with particular reference to radio and tv." Membership, he said, should include members from the industry, from advertising, education, the arts and government. It's task: examine the present functioning of the communications system as far as future needs in education, information, public understanding and entertainment are concerned. Disassociate advertisers from programs— "advertisers would merely buy chunks of radio or tv time much as they buy chunks of space in newspapers." Responsibility of what comes in between the commercials "would be nil — and if necessary, specifically disclaimed." End "television's worship at the false altar of ratings." Take a fresh look at the selling of radio and tv time to political candidates. (Prime time is so costly to candidates as to be prohibitive, he said.) Expand news coverage in "depth." Need Incentive • The objective, he said, should be to "devise ways to make public information and education more interesting, more democratic. We have the creative people; yet we lack the incentive to use them." Mr. Bowles, who with William Benton, formed the original Benton & Bowles advertising agency in the 30's, asserted at one point that a "letter from the NAM (National Assn. of Mfrs.) or from the AMA (American Medical Assn.) would cause a shiver to go through any agency in New York." Tv's Influence • Mr. Mickelson acknowledged that television has not materially affected the actual results at the poll, but contended that the medium has changed the course of political campaigns, increased the turnout of votes and provided a "clearer understanding of issues and personalities." The effect of television in politics, he said, has been to design conventions and other political meetings "for the eye of the camera rather than for the eye of the on-the-scene spectator." The change, he pointed out, has been a tactical one, adding that "the help of television has been available to all sides, thus tending to cancel out any marked advantage to any one party." Mr. Mickelson made the point that tv has had an "enormous" influence Settle contest KFWB Los Angeles has received the $10,000 award offered by KRLA Pasadena, Calif, for "finding" Perry Allen. To herald its change from a western music policy to "modern radio," KRLA had conducted a contest to "find Perry Allen," newest of the station's disc jockeys. When a KFWB newsman found Mr. Allen in Buffalo, N.Y., the station refused to hand over the money claiming the KFWB man had not heard the contest broadcasts himself, and had gone to Buffalo on his employers' instructions (Broadcasting, Sept. 14). After weeks of lawyers' huddles, KRLA decided to pay the $10,000 and the "Find Perry Allen" contest was officially ended. Ed Schulz, KRLA general manager, today (Nov. 2) presented a cashier's check for that amount to Robert M. Purcell with the statement: "We are delighted to pay Mr. Purcell $10,000 for listening to KRLA and finding Perry Allen. This is another example of why it always pays to listen to KRLARadio Eleven-Ten." News release identifies Mr. Purcell by his home address — IIHV2 North Sycamore Ave., Hollywood; does not mention that Mr. Purcell is president and general manager of KFWB Los Angeles, nor the circumstances under which "Mr. Purcell found and correctly identified Perry Allen." on the citizen, rather than the voter. He claimed that the medium has effectuated a broadening of public participation in democratic processes; has provided a clearer understanding of trends and issues; has given Americans a personal acquaintance with their leaders and those who aspire to leadership, and has increased the degree of independent thinking. Britain's Example • Mr. Mickelson offered the opinion that television did not effect the outcome of the 1952 and 1956 presidential elections. He said this conclusion was borne out in the British elections in early October. He noted that this was the first British election campaign to be covered by the television medium, and therefore, any changes in the voting pattern would have been most apparent. "There was general agreement among observers that television did not materially change the outcome," Mr. Mickelson stated. "Labor used television more effectively and Labor's Gaitskell came off better as a television personality than did the Tories' MacMillan. Still the conservative won by an overwhelming majority." Good popular music new programming core "Our listeners will never be more than one minute away from music," Wendell B. Campbell, managing director of KPOP Los Angeles, said last week in explaining the station's new programming, which goes into effect this morning (Nov. 2) at 10:20 a.m. (KPOP's frequency is 1020 kc). News and sports reports will be presented in one-minute capsules, Mr. Campbell said. News capsules will be broadcast at 15, 30 and 45 minutes past each hour. Sports capsules will be broadcast on the hour. Good popular music will provide the core of KPOP's new programming, Mr. Campbell stated. "In using the muchabused word 'good,' we refer to popular music with appeal to mature adults and mature teens, omitting the raucous rock-and-roll." KWRW's d.j. school Farrell M. Brooks, owner, KWRW Guthrie, Okla., has announced establishment of a school for disc jockeys which is designed to give students sufficient on-the-air experience to obtain employment. In training, students have their own show on KWRW and are taught the proper use of studio equipment. 70 (THE MEDIA) BROADCASTING, November 2, 1959