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FILM-SCOPE continued
The rule of thumb on whether a network series should change its title when
it goes into syndication is this: if the network Beries i -till on the air, a namrchange in the syndicated re-runs would be advisable to prevent confusion and com*
petition.
Thus Dragnet became Badge 714, The Lineup became San I rancisco Beat, Jackie Gleason became The Honeymooners, and The Millionaire became li xi ou Had A Million.
But shows that wenl off the network usually kept their name in syndication: Burns and Allen, Life of Riley, Jim Bowie, Crusader, Frontier, and others.
COMMERCIALS
Medium-sued commercials producers are trying to get into programing as well, as a means of coping with an eventual tape economy.
\ an Praag, for example, is readying a live comedy on ad iibbing and a filmed adventure on tramp Hying.
But note this problem: since tape may or may not be ready to handle much programing at the moment, the producer must get into live or film production now if he wants a share in tape in coming years.
Don't be surprised if American commercials formats get a British look on some shows in the fall.
Comparative testing is underway for some shows to put all their commercials in one intermission in British fashion, and for American formats with separate commercials to be tried out in England.
One indication of US-UK swapping of know-how on commercials will be Horace Schwerin's London talks with ATV this June.
There are still a number of wrinkles to he ironed out in humor commercials, according to recent effectiveness studies.
In cases such as the Piel's, Tip-Top and Alka-Seltzer spot commercials, effectiveness was high at first but reportedly fell off with the sales message drawing less and less attention after a few months.
The era of mobile tape operations has started.
The first show conceived with the tape cruisers in mind. On the Go, starts the end of this month with Art Linkletter as a morning strip on CBS.
Keep your eye also on mobile tape's possibilities for industrial closed circuit use; Ampex last week led the way by promoting itself with demonstrations in Detroit to General Motors, Ford and Chrysler.
For details on 40 tape recorders delivered in March, see Film WRAP-UP, page 83.
Westinghouse Broadcasting's tape syndication of information shows is luring some sponsor coin that other program types have not been able to reach.
Merchant's National Bank of Boston, for example, came into syndication b) sponsoring American Forum on WBZ-TV.
Besides a different type of program, the new format brings the local advertiser into prime time and suits a limited tv budget, since the time is pre-empted only once a month.
sponsor • 11 APRIL 1959 79