Broadcasting Telecasting (Oct-Dec 1961)

FILM does the unusual... Really, it's pretty wonderful when you stop to think ... a commercial to reach a consumer who hasn't a cent to his name! "So what!", the experts said, drawing out the "what." "We'll sell people. Man (Woman, too) is Dog's best friend, has money, can buy; "We'll use animation to show Dog's growing excitement ... as he sniffs ... as he downs a Milk-Bone Dog Biscuit in nothing flat. That will get Man . . . he'll shell out — but quick. "Of course, animation means film. But that's fine because film will give us the kind of commercials we want, the way we want them — and when." And that's not all. Film gives you the optical effects you must have . . . assures you the convenience, coverage, and penetration that today's total marketing requires. All reasons why so many advertisers are using film. For more information, write Motion Picture Film Department EASTMAN KODAK COMPANY Rochester 4, N. Y. East Coast Division 342 Madison Avenue New York 1 7, N. Y. Midwest Division 130 East Randolph Drive Chicago 1 , III. West Coast Division 6706 Santa Monica Blvd. Hollywood 38, Calif. or W. J. German, Inc. Agents for the sale and distribution of Eastman Professional Motion Picture Films, Fort Lee, N. J., Chicago, III., Hollywood, Calif. ADVERTISER: National Biscuit Company AGENCY: Kenyon & Eckhardt Inc. PRODUCER: Robert Lawrence Animation, Inc. 'Roof-top' boosts Some 100 standard broadcast radio stations are looking forward to authorization to boost power to 1 kw. These are those local stations using "roof-top" antennas which, heretofore, have been limited to 500 w maximum power. The FCC last week issued a Notice of Proposed Rulemaking looking to amend Sec. 3.188(d) of its Rules to permit the power boost, provided the station has operated with less power and no crossmodulation problems for at least a year. the average man in Kingstree and its environs found the Walker material highly objectionable." As to the "dominant theme" requirement of the Roth test — "it becomes pretty apparent that (Walker's) principal appeal lay in his smut and that his smut signalized, characterized and was in fact the dominant note in his broadcasting." Mr. Robinson's contention that he was unaware of the questionable nature of the Walker broadcasts was rejected completely by the examiner. Mr. Donahue said the hearing record shows myriad examples where Mr. Robinson's testimony conflicts with that of other witnesses. "In all such instances the examiner holds against Robinson." In fact the examiner said that evidence presented to rebut Mr. Robinson's testimony on the stand and in letters to the FCC serves to "impeach his credibility generally." The examiner filed what he termed a "report card" on the operation of WDKD, rating the station on each of the fourteen programming categories for some of which the FCC requires percentiles on Sec. IV of license renewal and new station applications. Of the 14 categories, Mr. Donahue found the station had "failed" in 6 (educational programs, editorializing, service to minority groups, public affairs programs, opportunity for local self-expression and programs for children) ; that the station "passed" on 5 (with a high mark for religion) and has "conditions" in 3. "If the foregoing marks were to be evaluated for honors in making contribution to enlargement of the American mind, Robinson would surely fail," the examiner observed. But he concluded that WDKD's record of past performance has met the needs of the community it serves little better or little worse than most am stations operating under similar conditions (with the exception of the obscenities of the Walker program). "Typical Businessman" ■ Mr. Robinson was taken to task in the decision for "horrendous" overcommercialization. But the examiner judged that the station owner is not "a venal man of evil purpose" but rather "typical of a type of modern American businessman. With financial success as the goal, he is in a hurry to get on with the job and more interested in results than means or methods." During WDKD's composite week, the station carried 1,448 spot commercials; according to the examiner he reported carrying 1,077 spots during the composite week on his license renewal application. On Aug. 6 and 7, 1960 the station carried 448 and 475 spot announcements, respectively. Mr. Donahue was not persuaded of the merits of WDKD's overall pro gramming performance by the 17 witnesses who testified on behalf of the station as to its public service. "Those who have nothing to eat but rice like rice," he observed. However the examiner said the fact that Mr. Robinson had marshalled so much community support is not a fact to be brushed over lightly. He said in evaluating the public witnesses' testimony he felt compelled to weigh the local interest against the national considerations of the case as a test of FCC policy. Broadcast Bureau recommendations that the examiner take into account alleged attempts by friends of Mr. Robinson to intimidate prospective witnesses were turned down by Mr. Donahue. He said the record does not support a finding that Mr. Robinson instigated or encouraged his friends to visit the witnesses or that the visits were more than an example of "friendship and misplaced zeal." Mr. Donahue's initial decision is subject to review by the commissioners, who may affirm or reverse his recommendations. FCC moves to restrict pre-sunrise Class Ills Rulemaking which would restrict and eventually prohibit the pre-sunrise operation of Class III (regional) am stations has been proposed by the FCC. The commission invited comments on an amendment to Sec. 3.87 of its rules to require all regional stations to inform the FCC prior to pre-sunrise operation with daytime facilities. The FCC then would determine whether objectionable interference to existing stations would result from such pre-sunrise operation on the basis of existing standard broadcast technical regulations. The proposed rules also would establish a cut-off date beyond which Class III stations would be pro (GOVERNMENT) 79 I