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FILM-SCOPE continued
The syndicators are sitting with frozen faces for what's one of the longest double-takes on record: they still haven't really reacted to the FCC option time ruling.
The problem: if syndicators galvanize themselves into action and start getting product ready for a forthcoming abundance of time periods, they may suddenly again find themselves with a unmarketable surplus.
To glut the market with film again after two so-so seasons could only result in tumbling prices downward — the last thing film men want.
But by watching and waiting, film men are hoping that demand will puff up to the point off a product shortage and a seller's market again.
Incidentally, the half -hour syndicators aren't the only ones acting aloof: station men are behaving in equally frigid fashion to overtures of post-1948 feature film distributors.
It's the same question of supply and demand : asking prices for the new pictures are considerably ahead of pre-1948 levels, and bv holding off manv stations are expecting post1948 feature film prices to descend while they make up their minds.
The distributors sav that the stations are chafing at the bit to get at new pictures: but stations assert the features market is still in a general slump and bv waiting a little longer thev'll be able to do business more on their own terms.
A syndicated show doesn't have to be among the top 10 or top 25 to be a good investment because the ratings gap between the top and lesser-ranked shows is often very small.
In Pulse's four-month weighted averages (January to April 1960) there was only a twopoint gap between the 10th and 25th ranked shows. I See FILM-SCOPE. 29 August.)
Here, in shows ranked 26th to 50th. the last show on the list was only 3.4 points awav from the top 25 and 5.4 points below the top ten. 40 shows higher on the listing. RANK SHOW & DISTRIBUTOR
26. Whirlvbirds I CBS Films)
27. Bozo the Clown ( Jayark) Trackdown (CBS Films)
29. Brave Stallion (ITC)
30. Man Without a Gun I XT A I San Frncisco Beat (CBS)
32. Cisco Kid (Ziv-UA)
Sheriff of Cochise (NTA) 34. Jim Bowie (ABC Films)
Not For Hire (CNP)
Vikings (Ziv-UA) 37. Highwav Patrol I Ziv-UA)
Jeff's Collie (TTC)
Little Rascals (Interstate)
Looney Tunes (UAA)
41. Honeymooners (CBS Films)
42. Cannonball (ITC) Deadline I Flamingo) Roy Rogers (Rogers Synd.) How to Marry a M"aire (NTA
46. This Is Alice i \T Vi
47. Mr. District Attorney fZlv) N. Y. Confidential (ITC
49. LifeofRilev (CNP)
50. Decov l Official I
RATI NX
kUDIENCE
COMPC
SITION*
M
w
T
C
TOTAL
11.0
64
68
17
87
236
10.5
33
41
16
112
202
10.5
71
75
18
68
232
10.1
54
58
16
89
217
9.8
83
89
16
22
210
9.8
82
91
16
27
216
9.7
39
46
15
95
195
0.7
74
77
17
68
236
9.4
67
69
17
79
232
9.4
82
93
15
19
209
9.4
67
75
15
77
234
9.1
78
85
15
33
211
9.1
55
59
17
95
226
9.1
43
61
17
101
222
9.1
14
41
15
112
182
8.9
73
78
17
82
250
8.7
72
79
18
68
237
8.7
82
91
15
35
223
8.7
41
43
13
03
190
i) 8.7
75
79
17
63
234
8.5
69
7Q
16
65
229
8.2
41
68
15
77
201
8.2
83
89
12
11
105
7.8
34
65
16
79
194
7.7
82
93
15
31
221
*Per 100 homes
• 3 OCTOBER 1960