Broadcasting Telecasting (Oct-Dec 1962)

Daystar would poll opinion leaders on tv CHAMBERS OF COMMERCE AID ASKED IN 'ANTENNA' PLAN A plan for communicating directly with tv viewers and local opinion leaders through a new non-profit organization called ANTENNA, for Analysis of Nationwide Television Entertainment and News, is outlined in a letter sent by Leslie Stevens, executive producer of Daystar Productions, to chambers of commerce asking for names of opinion molders in their communities. Mr. Stevens writes, "It now becomes imperative for all who are involved in television — from the production company which makes the show to the viewer who sees it and to the local retailer who sells the sponsor's product — to be concerned with television's image and to be aware of the international impact of that image. "Whether television, as a commercial medium, will ever reach its finest capacity is dependent in a large part on the viewer. Thus, it is proper for Daystar Productions, as an independent tel evision production company, to establish direct communication with the viewer and with local opinion makers," Mr. Stevens wrote chamber officials. "Your response," he asserted, "will influence our future, the future of the entire television industry, the future of the independent and affiliate tv stations in your area and the future of every merchant and retailer in your area who sees in television a powerful sales medium. "This letter is a specific request for your cooperation in helping us learn from your citizens. Our motives are purely informational. We want to learn what your residents like and don't like about television; what they want to see and what they don't want to see." Mr. Stevens asked each chamber for the names and business addresses of up to 25 influential people such as newspaper publishers and editors, tv editors, critics and columnists, women's page editors, editors of important local trade publications, principal clergymen and church leaders, educators, school administrators, PTA leaders and civic and business leaders. The extent of the response, he said, "will determine the extent of the effort to be directed toward your city as a basic source of audience information." Mr. Stevens could not be reached at his Hollywood headquarters last week for amplification of his plans concerning the ANTENNA project. Daystar produces the Stoney Burke series which started on ABC-TV this fall. The company has a half-dozen new tv programs in development in association with United Artists Television and ABC-TV. Collins oks tv fare, but hopes for better NAB President LeRoy Collins is "happy" with the season's new tv programs, but says there is, as always, room for improvement. Gov. Collins made this observation in a recorded interview produced by Radio Press International for broadcast over more than 100 U. S. and Canadian radio stations over the weekend. He noted that ultimately the viewer exercises the prime control over what is broadcast for him, and added that there is a strong influence on the broadcaster to "get better and better." He said that as viewer, he was "irritated" by the practice of networks scheduling public service programs simultaneously. He pointed out that networks are fearful of collaborating on their scheduling because they feel it might violate antitrust regulations, but he said he was not in agreement with that attitude. Gov. Collins said he has urged networks to collaborate when scheduling public service shows. John McGowan, of Peters, Griffin, Woodward, gives Bruce the "club hat " Bruce Curtis, of Leo Burnett, joins the Tricorn Club Membership in the Tricorn Club separates the men from the boys when it comes to market savvy. Bruce got tapped by correctly answering these two profound questions: (1) What is the Tricorn Market? (2) What is North Carolina's No. 1 metropolitan market in population, households and retail sales? In case you're pining to make this elite fraternity, the answer to both questions is the combined three-city "tricorn": Winston-Salem, Greensboro, High Point. You'll pass magna cum laude if you also know North Carolina is our 12th state in population. So — what does knowing the No. 1 market in the No. 12 state add up to? A sure sales scoop for clients. Maybe a raise from the boss. At the least, an official hat from the Tricorn Club. Source: U S. Census, WINSTON -SALEM TELEVISION GREENSBORO HIGH POINT 64 (PROGRAMMING) BROADCASTING, October 22, 1962