Sponsor (Jan-Mar 1961)

caiicn industry, station operatora in '61 m ill be more direct!) at the helm in guiding theii property's program tare and community acth itiea in a vein more consonant with that imponderable "in the public interest, nrc essit) . and convenience. ' Lastly, it is mj fallible prediction for 1 ' >c > 1 that the much-maligned hut highl) importanl ami valuable timebuying fraternity will pa\ more attention to a station's image, quality factor, over-all local service, management personnel, program and production-ability, and character standing in a given market when making the buying decision but will also, alas, fall \ ictim again in a majority of ca-e> to the "numbers' babit. Robert W. Ferguson, executive v.p. &gen. mgr. WTRF-TV, Wheeling, West Va. One of the major happenings I look forward to in the year 1'M>1 is an expansion of the policj the networks started so well in l'X>0 in regard to their presentation of more and l>etter puhlie affairs programing. \ml the fact thai the) have received such acclaim from all quarters I think will definiteh encourage more blue-chip advertisers to sponsor main of these show-. I also have a feeling that 1961 will see national advertisers putting more and more of their over-all budgets into television in both network and spot. This trend has increased -teadily each year and I think it will continue to be pret alent in V)(A . I think l')()l will also bring about some long-awaited changes in the area of program packaging. The particular sore spot, one which I'm sure has bothered a Dumber of station operator-, has been the continuing trend of violence in much of llic package programs that arc distributed. With all National advertisers it ill place more of l/icir over-all budgets into tv the furor that has been raised I think this year will see the various package producers make a sustained effort to lessen the amount of violence on the programs on tv. In the area of commercial tv I also look lei the national advertisers i" become more particular in theii selection oi stations in various markets and I think an importanl factor of their -election polic) might well be the community image a station has and it adherence i" •j>m,,I broad* asl ing policj \ ia ii active suppoi t of the Broadcasting ('ode. In (In realm <d ( ongi essional interest I think L961 will find all t\ stations subjected i" ich closei scrutiny bj nut just tin \ ai ious got eminent agencies concerned with t\ and t\ stations ami policies, but l>\ ( longress itself. I lie purposes ami policies of t\ stations and networks in their public Bd \ i' e. public .ill .ind o\ ei all |>i ograming efforts I w ill lie cot eied to greater di ;r« than evei Inline b\ the governmental bodies responsible foi bi oad< asl I inall) . I think thai the majoi changes in telet ision l"i 1961 will be brought about b) the people responsible tin -ii man) changes in i\ the u \ iewei b. \ml bo long as the) ai e content, pleased and entei tained w ith the great \ ai iet) of telet ision as pi •• sented toda) . tv's pi ogram pi odui ts w ill continue to be wel< ome guests around a home. ^t* MORE THAN LOCAL EACH WEEK HOURS programming HIMIHN I f.J B I Mm.. H I PRIA * TRI AM KIR D D ' . <-■< \.. \ Ii . I RJ UM S . lUlph I. An. D KlfARA mx k im ani> ■KM im I AM W.H PtTIRk l.KIHIN WOODWARD IN< (X(UMW SAIIOSA1 RlfRlNlM ATUIS This is the PLUS factor thai makes WOC-TV more exciting — more interesting — more effective than the competition. Yes, mine local programming for homemakers, for -port fan-, for youngsters . . . all this in addition In Mil , top \BC -how ami the best of the syndicated -how-. These are the people that bu) products in the nation' 17th T\ market. More than 2 billion dollars in retail -ale ring on the retailer' cash regi-ter. Over 138,000 T\ home are within the 12 counties "I \\ < •< 1 \ (overage area. \nd to help you get the maximum number of these dollar WOGT\ specializes in effectively co-ordinating and merchandising \our bu) al every level — the broker, wholesaler, direct -ale-man. key Inner a well as the retail outlet. 'lour PGW Colonel has all the facts, figures and other data a well as day by da) availabilities. See him tod.n. SPONSOR 9 JANUARY 1961 45