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Helnl Radio-Tele vie Ion News Service
9/13/50
SCISSORS AND PASTE
That $800,000 For The World Series TV Rights
( "Advertising Age" )
It may very well be that Gillette Safety Razor Co. has done a serious disservice to Itself and to advertising and televi¬ sion by meeting a bid of $800,000 for TV rights to the WorldSeries supposedly made by General Motors on behalf of Chevrolet.
This famulous price may be entirely justified, from an ad¬ vertising standpoint, by what Gillette gets out of its sponsorship of the series this year.
But what about next year, and the year after that?
Having discovered that advertisers seem willing (or should we say anxious?) to pay any price, no matter how fantastic it might have sounded the day before yesterday, what will the rights to the 1951 series cost? $1,000,000? $1,500,000? $2,000,000?
The trend of thinking on the part of the office of the Com¬ missioner of Baseball is already fairly clear. Here is an opportun¬ ity, apparently, to make as much money out of the baseball business as the whole of organized baseball ordinarily makes In a year, and It can be expected that the baseball magnates will not overlook the opportunity.
What seems more than likely to happen is that the cost of sponsorship of the World Series (and other major sports events) will rise to the point where even the biggest, most venturesome advertiser will be priced out of the market. Then, unless our crystal ball is badly clouded, theater owners, with their paying box office patrons, will step In. Because, present indications are that no one but a net¬ work of theater owners stretched across the country will be able to finance a fanfare whose asking price is sure to be a million dollars or more next year.
The pattern is getting a tryout this Fall as four theaters in Chicago and Detroit will carry exclusive game-time telecasts of Big Ten football games. It will get a big push from the fantastic price paid for the World Series rights.
Television Deplomats; U.N. Drama
(“The Washington Post" )
The televised diplomats are the talk of everyone who fol¬ lows the Security Council meetings by video. Fans of the photogenic Indian delegate, Sir BenegalRau, argue his sincerity and lofty-mindedness, and those of Jebb praise their man's poise and brilliant sarcasm. Some spectators are delighted, others critical, when Warren R. Austin, the American delegate, gets "mad" and shows it. Mr. Malik's stubborn, robot-faced technique enrages most American onlookers; yet some students of the Asian mind say it would go across well with eastern onlookers. Certainly television, which reveals every gesture and shade of expression, is putting a premium on the deportment of diplomats. Generally speaking, the calm, polished graduate of what is called old school diplomacy seems to have the advantage.
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