Broadcasting Telecasting (Oct-Dec 1962)

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BBDO briefs visiting overseas broadcasters A group of 21 overseas broadcasters in the U. S. to study broadcasting received a detailed account of BBDO's tv-radio operation at the New York offices last week. At the Oct. 25 meeting were (1 to r) Aaron Beckwith, a vice president in BBDO's tv programming; Mrs. Ghodsi Rahbari, news announcer and producer of Radio Iran; Bob Foreman, executive vice-president-creative services, BBDO; Herminio Traviesas, vice president in charge of television, and Segundino D. Tecson, program development director of CEBU Broadcasting Co. in the Philippine Islands. The visitors are in the U. S. at the invitation of the State Department. Syracuse U. is handling the fourmonth tour that includes Washington, Syracuse, Boston, New York and visits with stations elsewhere around the country. STRESS FOR EUROPEAN COMMERCIALS Emphasize 'picture' rather than copy, IRTS workshop told The accent is on "concept" instead of "script" in European commercials, according to the panel at an International Radio & Television Society production workshop in New York Oct. 31. Pete Miranda, eastern director, radiotv department, Campbell-Ewald Co., and Sidney Berry, president of Carson New York Corp., emphasized this basic difference between U. S. and European commercials: European commercials stress the picture story instead of the copy story as U. S. producers usually do. The other panel members, Don LaVine (McCann-Erickson Inc.), Mark Olds (WINS New York), and Leonard Mauger (Amalgamated Tv Services of Australia) agreed that American-made commercials are more effective with a European audience when they stress the picture story. It was noted, however, that the final trend will be somewhere in between: Too much stress on the visual can be a deterrent to "sell." The American agency, it was asserted, must find a happy medium of commercial effectiveness abroad by combining copy and picture to the European taste. Most U. S. commercials would insult the European audience, it was asserted, because of its higher degree of "sophistication": the European tv commercial can be more subtle and more < symbolic than the American, with similar impact. The panel also discussed "run-away production," the practice of filming abroad commercials for American tv. Agency producers were warned by the panel, "If you go to Europe to save money, don't." Cost they said, is not a big factor in going abroad to film ' commercials. It should be done only ) if the location is needed to give a certain creative touch to the tv commercial. CBS Films makes nine-ply sale to Japan CBS Films has completed new sales or renewals of nine CBS-TV entertain 1 ment programs in Japan and has renewed its news and public affairs contract with the Tokyo Broadcasting Sys \ tern, it was announced last week by ; Willard Block, international sales manager of CBS Films. The sales included The Nurses, The Defenders, Perry Mason, Rawhide, Trackdown, Twilight Zone, Have Gun, \ Will Travel, The Millionaire and Tom j Terrific. All of the sales were made either to Nippon Hoso Kyokai, Nippon Educational Television Co. Ltd., or Tokyo Broadcasting System. Under the agreement with TBS on news and public affairs shows, such CBS-News produced series as Twentieth Century, Eyewitness, CBS Washington Report and various news specials are broadcast regularly by TBS. Mr. Block, who returned recently from a sales trip to the Far East, predicted that within two years Japan, with the possible exception of Canada, will become the most important foreign market for U. S. tv film distributors. He offered these reasons: prices for "first-class" tv shows continue to rise in Japan; set circulation is booming and now is in excess of 11 million; restrictions on the number of programs that can be imported are expected to be lifted within two years. Automation to fit the station . . . FROM TWO TAPE TO TEN TAPE TRANSPORTS — — — — — NEW — — A system to store up to 16 hours of pre-recorded material or 960 one-minute spots automatically selected by pre-recorded dial pulses. Several systems of control available. Xitk en COMMUNICATIONS, INC. 305 HARRISON STREET TAFT, CALIFORNIA — RODGER 5-4086 74 (INTERNATIONAL) BROADCASTING, November 5, 1962