Broadcasting Telecasting (Oct-Dec 1963)

Record Details:

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Henry leaves for Geneva and London spread evidence that the public is irritated by present commercial policies. In support of its point the firm quoted figures from a survey of 2,427 that appeared in Gary A. Steiner's book The People Look at Television (Broadcasting, Feb. 18). The survey quoted 75% of those interviewed as feeling commercials were a fair price for the entertainment they received; 58% termed them helpful and informational; 43% claimed them to be more entertaining than the programs, and 36% called them a welcome break. The law firm concluded from the survey that the public thinks of commercials as being useful and as paying for the entertainment they receive. Wilner & Bergson, another law firm, told the commission that the rules would place broadcasters at a competitive disadvantage with other media and jeopardize the industry's economic future. The firm said the rules would force advertising costs to rise, possibly helping individual stations, but the overall result would be to drive advertisers to other media. Many other commenters joined this view. CBS pointed out that Commissioner Lee Loevinger has described broadcasters as being restrained in the amount of broadcast time they use for commercials. Commissioner Loevinger noted FCC Chairman E. William Henry was scheduled to depart by air Saturday (Oct. 5) for the international radio conference on space allocations in Geneva. The conference begins today (Oct. 7) and runs to Nov. 8. Chairman Henry, will serve as senior advisor to the U. S. delegation. He will return by way of London, where he will spend two days conferring with officials of the BBC and the Independent Television Authority, which oversees commercial TV operations in Britain. He is scheduled to depart for home Oct. 23. Commissioner Rosel Hyde will serve as acting FCC chairman in his absence. that newspapers use approximately 50% of their space for advertising to gain about two-thirds of their income while broadcasters spend 25% of their broadcast time for commercials to earn all of their income. NBC described the public as a builtin safety "fuse" that inhibits the overcommercialization of a station. The network said each licensee should de A last-minute shuffle in the lineup of the U. S. delegation to the Geneva conference saw Kurt Borchardt, communications specialist on the staff of the House Commerce Committee, added to the U. S. team. He will attend the full conference. His bosses, Representatives Oren Harris (D-Ark.) and Abner W. Sibal (RConn.), are expected to attend part of the sessions. The U. S. delegation is headed by Joseph H. McConnell, president of Reynolds Metals Co. and former RCA and NBC executive. Vice Chairmen are T. A. M. Craven, former FCC commissioner, and Jacob D. Beam, State Department foreign service officer. cide for himself the extent he will commercialize. NBC said adoption of the NAB codes would be detrimental to self-regulation — the codes by their very nature are voluntary undertakings, it said. NBC also said it was unaware of any definitive study of what the public response to noncode stations is. Metromedia Inc. warned the commission not to set itself up as "a national arbiter of taste." ABC told the commission that advertising is itself a service to the public. "Advertising is the life-blood of the mass production and free enterprise system." Although viewers may occasionally complain, ABC added, it should also be noted that taxpayers usually complain when taxes fall due. Looking back over the many comments that have been filed with the commission over the past several weeks, dealing with commercial regulation, there has been only one voice supporting adoption. This comment came from the National Association for Better Radio and Television. NAFBRAT charged that broadcasters have ignored the codes they subscribe to (Broadcasting, Sept. 23). AB-PT defendant in suit Paul D. Newey, former chief investigator for the Office of State's Attorney in Chicago, has filed a defamation suit for nearly $4.7 million in superior court there against American Broadcasting-Paramount Theaters Inc., operator of wbkb(tv) Chicago, and an attorney, Kevin Gillogly. Mr. Newey charges injury from a statement attributed to Mr. Gillogly during a news interview on wbkb in which Mr. Gillogly discussed Mr. Newey's appearance before a local grand jury that was investigating the financial affairs of a former state's attorney. SIOUX CITY'S KTIV REACHES HOMES IN Iowa, Nebraska, South (Dakota and Minnesota! KTIV (Channel 4) covers more than just Sioux City, Iowa. SRDS July '63 study shows that KTIV's market includes over 207,000 TV homes (TV Factbook '63— 251,100 homes) in a 4-state area! And the 1962 spendable income in this market has grown to l1/^ billion dollars. You not only reach, but score in this rich market with KTIV! ARB's March '63 study reveals that 11 of Sioux City's top 15 shows are on KTIV. This viewership, plus KTIV's proven sales ability, makes KTIV the 1st choice station for your Siouxland schedule! NBC • ABC tNNEI.4 Sioux City, Iowa National Representative: George P. Hollingbery Regional Representatives: Harry S. Hyett Co., Minneapolis Sodcrlund Co., Omaha Eugene F. Cray Co., Kansas City, Mo. 60 (GOVERNMENT) BROADCASTING, October 7, 1963