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Foreign-located U. S. film shows have a strong appeal in foreign markets
Good case in point is McHale's Navy, a seagoing comedy series produced by Revue and seen on ABC TV. The locale is (supposedly) the South Pacific, and the action involves U.S. PT boats.
Some months ago, McHale's Navy debuted in Australia, and six weeks later zoomed to the top rating slot, according to Australia's Anderson Survey. Aired in Sydney in a Sunday 7:30 p.m. slot, and opposed to a pair of strong shows Rifleman and Outbreak of Murder), McHale's Navy pulled a startling 49 rating.
In Melbourne, it outpointed two other U.S. film shows, Hawaiian Eye and Dr. Kildare, to pull a 41 rating.
There are frequent mentions of "Australia" in the Revue show.
Looking ahead, NBC TV hosted key du Pont textile fiber managers last week.
Presentation was devoted largely to updating group on Today, Tonight, and Sunday, and explaining the role these shows might take in future plans for divisions. Bringing group together was unusual, in that du Pont textile divisions operate autonomously when planning advertising.
Hosiery division currently uses Today, while others are more oriented to print media. Shows' ability to reach housewife, and perhaps most important, the trade, was stressed in attempt to return divisions to tv, which wa? used until two years ago.
Talking back to government is becoming more common with broadcasters.
More and more, editorials are being used to answer government investigations, criticisms. In recent example, WGAN-TV, Portland has taken to Portland Sunday Telegram with statements by station head Gene Wilkin. Quote from one ad:
"We feel no urge to apologize to Mr. Henry or any other member of the federal government for the way we run our business in the interest of Maine viewers. We are proud to carry the entire range of CBS entertainment programing and our own . . .
"It will be a happy day when the government stops another 'investigation' of broadcasting and comes up with some answers from the previous ones."
Hershey Chocolate, one of advertising's prime targets, is getting another "free ride."
General Mills is planning heavy spot and network schedule this fall for mixes with strong plug for Hershey. Hershey Cocoa has been featured for some time as principal ingredient in Betty Crocker mixes. General Mills will draw attention to the 30 teaspoons in every pound box of Brownie Mix. Spots are being scheduled for campaign in addition to regular CBS TV and NBC programs.
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Fashion note for tv comes from the Millinery Institute of America. Here are details:
Spot tv campaign of $150,000 is planned after Labor Day in Boston, Rochester, Atlanta, Milwaukee and other cities. It's aimed at hatless people, and if successful, may lead to larger campaign. Agency is Baker & Byrne.
SP0MS0R/29 july 196: