Broadcasting Telecasting (Oct-Dec 1963)

Choosy buyers Television program producers and network executives who are now deep in next year's planning are concerned over attitude of major cigarette advertisers. Reason: Not only are cigarette sponsors generally seeking later time slots (Closed Circuit, Nov. 4) but are also said to be shying away from programs with controversial or "depressing" themes. It's enough to make three-pack-a-day smokers out of all who are involved. Where it hurts Echo of comment in House hearing that FCC Chairman E. William Henry may be "getting too big for his britches" (story page 42) was expressed in closed-door discussion of Senate appropriations subcommittee Friday (Nov. 8). Senate unit voted to slice $400,000 off FCC s fiscal 1964 budget and criticized commission for straying into areas not intended by Congress. FCC's rulemaking to set commercial standards was one specific instance that irritated senators. House voted $15.8 million for agency; Senate cut still would give FCC increase over current budget. Elsewhere in Senate there's also concern about growing argument over broadcast commercial practices. Senator John O. Pastore (D-R.l.). chairman of Senate Communications Subcommittee, in letter to LeRoy Collins, NAB president, has pointedly asked what broadcasters are doing to reinforce their codes and thus relieve pressure for government control of advertising volume. Indications are that Mr. Pastore may be thinking of moving into situation, perhaps informally, if he doesn't get assurances that progress in self-regulation is being made. Code compliance Most TV code subscribers called on carpet by National Association of Broadcasters' code authority for repeated violations of commercial time standards (Closed Circuit, Oct. 7) have voluntarily ceased use of "excessive" spots. Of nearly 20 stations that were told they were not operating according to standards, only four have either resigned or are facing expulsion. Crackdown was authorized by TV code board early last month. Impact survey Where do TV commercials get best attention: mid-program, in "clutter" positions, daytime, nighttime? How well does spot TV do? Is suburban CLOSED CIRCUIT housewife more attentive than her city sister? Needham, Louis & Brorby is quietly making major study with own money to find answers to those and other questions, hopes it will have significant results by April. NL&B's big project involves in-depth telephone interviews with 12,000 housewives in six-county greater Chicago area; 19,000 calls are being made to assure base sample. Preliminary returns indicate daytime attention levels equal those of nighttime. Another hobble? FCC Chairman E. William Henry has been handed request from solicitor general's office that could involve commission in hot new controversy over programing control. Request is that commission ask broadcasters to avoid interviews with persons who have been arrested but not yet brought to trial. Justice Department is concerned about effect of such interviews because of Supreme Court action in sending back for new trial case of man who had been convicted of bank robbery and murder in Lake Charles, La. Television in area had covered sheriff's interrogation of prisoner, during which defendant admitted guilt. Supreme Court said this had made fair trial in Lake Charles impossible and that lower court should grant defendant's plea for change of venue. Matter is now under study by commission's general counsel. Tune in next week FCC continues to maintain suspense in VHF drop-in case. Commission had hoped to act on matter last week, but didn't, putting it over for second week in row. Moment of truth in case is now scheduled for Nov. 15, in special meeting set to begin at 3:30 p.m. Betting on whether commission will reverse itself and drop short-spaced V's into seven markets is still 6-5 and take your pick. Commission last May rejected, by 4-3 vote, proposal to drop V's into Johnstown, Pa. {channel 8); Baton Rouge {channel 11); Dayton, Ohio (channel 11); Jacksonville, Fla. (channel 10); Birmingham, Ala. (channel 3); Knoxville, Tenn. (channel 8); Charlotte, N. C. (channel 6). Last month, commission heard oral argument on petitions for reconsideration. Robinson package ABC-TV is seriously considering new hour show that Hubbell Robinson, former senior vice president for programs at CBS-TV, would develop for 1964-65 season. Tom Moore, ABC-TV president, and other network program experts reportedly were impressed with projected series that has tentative title of Homicide. Warming up Chairman Oren Harris (D-Ark.) of House Commerce Committee may have some pointed observations to make on FCC's arrogation of power and disregard of congressional intent in major address to be delivered Nov. 14 before Association of Broadcasting Executives of Texas, in Dallas. Legislator, who has become one of most influential members of House, usually takes calm approach but is represented as feeling that FCC is going beyond reasonable lengths in its regulatory processes in relation to broadcasting. He gave strong indication of those feelings last week in comments during hearings on House bill to prohibit FCC from imposing commercial limitations on radio and TV (see story page 42). Flip flop CBS-TV will transpose positions of two of its programs on Saturday nights. Thinking is to move Phil Silvers Show from 8:30-9 to 9:30-10 and Defenders from 9-10 to 8:309:30, allowing latter program to take advantage of Jackie Gleason Show lead-in. It's believed such move may reverse recent decline in Defenders ratings. Silvers has not retained ratings level presented it by Gleason. If move is made, it may be made effective as early as Nov. 16 (next show date). Toward utility concept Action of Britain's Independent Television Authority in revising downward agreements with independent program contractors (equivalent to our commercial networks) is causing concern in U. S. and in other areas in which commercial TV operates. Effort appears to be toward reducing return to "reasonable percentage" on investment rather than what traffic will bear. Observers see in this possible harbinger of what could happen elsewhere. Published every Monday, 53d issue (Yearbook Number) published in November, by Broadcasting Publications Inc., 1735 DeSales Street. N. W., Washington, D. C. 20036. Second-class postage paid at Washington, D. C, and additional offices.