Broadcasting Telecasting (Jul-Sep 1960)

ABC-TV's optimistic outlook ■ ABC-TV is continuing up its symbolic ladder with an accent on youth, affiliates and the nation's press were told in a taped closedcircuit presentation by officers and stars last week from the West Coast. Leonard Goldenson, president of American Broadcasting-Paramount Theatres, cited progress in program-audience competition over the past four years and pointed to ABC-TV President Oliver Treyz and Programming-Talent Vice President Thomas W. Moore who, he said, "have the talent and youth to make it go." AB-PT and its network are planning five years ahead and looking forward to a world television exchange within that period, Mr. Goldenson said. Meanwhile, in the U.S. he and his network chiefs agree that ABC-TV has overtaken its goals in programming and audience and is now entering phase three of its develop ment blueprint, increased activity in news and public affairs, an area previewed by News Vice President John Daly. Julius Barnathan, vice president for affiliated tv stations, appeared with General Manager Howard Maschmeier of WNHC-TV New Haven, Conn., chairman of the ABC-TV Affiliates Assn., and seven other association governors. The governors had been meeting with network chiefs in Hollywood all last week, giving enthusiastic reception to plans which, Mr. Maschmeier said, would "cement ABCTV's No. 1 position established last season." He made special mention of public affairs entries, citing Bell & Howell Closeup, the Winston Churchill series and Expedition. The network press preview showed clips from these and the entertainment lineup in a fastpaced musical-comedy format, introducing scenes and stars of new fall shows, with reminders of estab lished programs, extended daytime shows, specials and new emphasis on live sports events. Before the closed circuit cameras in Hollywood (photo above) were: Front row (1 to r) — Jack Gelder, WCHS-TV Charleston, W.Va. John Dille, WSJV (TV) Elkhart-South Bend, Ind.; Don Davis, KMBC-TV Kansas City; Joseph Bernard, KTVI (TV) St. Louis; Mr. Maschmeier; Bill Walbridge, KTRK-TV Houston; Joe Drilling, KJEO (TV) Fresno; and Joseph Hladky, KCRG-TV Cedar Rapids. Back row — Dean Linger, advertising and promotion director, ABC; Robert Coe, director of station relations. ABC-TV; Alfred Schneider, vp in charge of business administration; Mr. Barnathan; Michael Foster, vp press information; Donald Shaw, director station clearance ABC-TV; Mr. Moore; Mr. Treyz; Mr. Goldenson, and Court McCloud, manager, ABC-TV station relations. Western Div. tional Audience Board early in its history. Walt Disney, with a habit of being first in many things, invited its civic leader members to a special showing of Davey Crockett in the spring of 1955. The reviewers, led by the state television chairmen of the California Federation of Women's Clubs and the California branch of the American Assn. of University Women, rated the series "excellent for the family, historically instructive." ABC-TV San Francisco followed suit, inviting Bay Area leaders to a similar preview. Then Screen Gems asked for a preview of Rin Tin Tin. Questionnaires were developed for balloting and policies set for giving results and interpretations of the surveys to the industry hosts. Century Note ■ The cost of an Audience Board survey is $100 per showing per city. If a preview is held in New York and Los Angeles, the cost would be $200. For a minimum nation-wide survey, the cost is about $800. Regional 92 (THE MEDIA) surveys, like that made of the Hudson Co. Thanksgiving Day parade telecast in Detroit, cost proportionately less. The fees go toward paying the cost of sending out invitations to tv chairmen, printing the ballots, the professional psychological supervision, the computations, clerical, communications, transportation and other incidental expenses, not to exclude the publishing of the results, comments and interpretations. As a non-profit, public service organization, national Audience Board itself contributes some of the financing of this operation. In addition to reporting on results to the survey, sponsors and the National Audience Board membership, the organization also keeps the broadcasting industry informed about public reaction to its offerings. Four years ago, Peter Goelet, president of the National Audience Board, wrote to the late Harold Fellows, president of the betterknown NAB, the National Assn. of Broadcasters: "My general opinion is that the public is very receptive to programs containing instructive content. However, it feels that the effectiveness of commercials with respect to the primary job of moving merchandise must be equated with factors of irritation." ■ Rep appointments ■ KTOP Topeka, Kan.: Spot Time Sales Inc, N.Y. ■ KOBY San Francisco and KBUZ Phoenix: Peters, Griffin, Woodward, N.Y. ■ KYA San Francisco: Broadcast Time Sales. ■ WABB Mobile, Ala.: Robert E. Eastman, N.Y. ■ KPEN (FM) San Francisco: Adam Young Fm Sales. «a WSOC Charlotte, N.C.: Peters, Griffin, Woodward, N.Y. BROADCASTING, September 19, 1960