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SPONSOR ASKS
(Continued from page 42) shake up the television industry, and whether by design or coincidence, the initial results have been felt in the somewhat upgraded programing of the current season.
Cutting down on mayhem for mayhem's sake
If, in the process of shaking up the industry, he's also managed to rattle a few dried-up bones of ancient contention, we ought to forgive his transgressions in the light of his positive achievements.
On the programing side, his not so subtle warnings of licensing harassments, and the extra-diligent scrutiny of the FCC have led to re-examination of programing philosophies on the part of all three networks.
Despite the continued display of violence on prime-time shows, we've seen unmistakable signs that the pendulum is swinging the other way. Mayhem for the sake of mayhem has become, almost imperceptibly at first, less onerous and distasteful — and briefer in the telling.
I think Mr. Minow's one-man crusade will eventually leave an indelible mark on the television industry. One very recent example points clearly to his influence. Two years ago, or even last year, a program called "Bus Stop" would never have encountered any difficulty with a story involving a monstrously immoral and ruthless teen-ager. The story — tasteless and sordid in the extreme — compounded its own felony by having as its star a "big name" in the rock and roll set. Several million teen-agers would surely be exposed to an hour of pointless brutality.
Although the show finally reached the home screen several weeks ago, it was shorn of several particularly violent sequences — the network, undoubtedly, had seen to that. But more significantly, the two sponsors withdrew support from that program.
The increasingly evident signs of public responsibility on the part of network advertisers should be attributed— in part at least — to Mr. (Please turn to page 52)
What a difference a year makes
Look at WBNX today!
Pulse rating has doubled
AUG. '60 DEC. '60 APRIL '61 AUG. '61
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A 18.
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5.00 A.M.
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SHARE PULSE SURVEY (SPANISH) AUCUST 1961
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NO OTHER SPANISH RADIO IN NEW YORK CAN MAKE THAT STATEMENT
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So cash in on this valuable market where programming brings results*
1380 ON EVERYONE'S DIAL
WBNX 560 5th Avenue N. Y. 36, N. Y.
CI 5-1441
KBTV SCHEDULES 2Vh HOURS OF COLOR WEEKLY
Denver's KBTV is now telecasting 2IV2 hours of local color programming every week. The big breakthrough in Color TV is here. To learn how to make it pay off for you, contact W. E. Boss, Director, Color Television Coordination, RCA, 30 Rockefeller Plaza, New York 20, N. Y., Tel: CO 5-5900.
.SPONSOR
18 DECEMBER 1961
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