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COMMERCIAL MESSAGE is taped by spokesman Bart Darby in separate setting for Hibernia National Bank's minute program tri-weekly on WDSU-TV, New Orleans.
ADVERTISERS
Minute-long show works for bank
Nowadays when an advertiser reIns to 1 1 is. commercial as a "60second show " the chances arc improving that lies not joking. He means it. Such is the literal ease with Hibernia National Bank's triweekl) Business Report in Brief on WDSU-TV, Nev, Orleans.
Business Report in Brief packs up in hall ol its commercial minute with news, and Hibernia National Bank likes the short show so well it has renewed lor a second 26-week run.
Bauerlein, Inc., New Orleans. agenc) lor the sponsor, created Business Report in Brief with the help of WDSU-TV, contracting for time on an announcement-type schedule. The format, a simple one perforce, opens with sound film showing the Hibernia National building and show title, then switches to a taped studio sequence of business stories by a newscaster, finally dissolving to a 20-second commercial message by a performer who acts as the bank's spokesman.
SPONSORING BANK keeps its own picture on rear screen behind newscaster Alex Gifford when s. i.e., is nol in use foi business picture* during editorial portion of program..
Following the Esso news program every Monday, Wednesday and Friday at 10:10 p.m.. the Business Report in Brief enjoys a position of good program and audience continuity. In a half year on the air, the capsule newscast established that it could do two important things to the satisfaction of agency and client: "First, it delivers a strong commercial message within the context of a news show, and secondly, it performs a significant service by presenting the most important business stories to the community," as evaluated by Hughes D. Drumm of the Bauerlein radio/television department.
Sponsor must be identified, FCC rules on Mattel case
FCC last week put its foot down on proposed exception to the sponsorship identification requirements by a kiddie cartoon series. In response to a request from California toy manufacturer, Mattel, for a waiver of the rule in the "Funny Company" program, FCC said Mattel sponsorship would have to be announced by stations carrying the series.
Commission says present instance is similar to the "Living Should be Fun' program offered in 1961. not overtly sponsored, but in effect underwritten by Foods Plus, in exchange for spot announcements by stations. FCC ruled the sponsorship had to be acknowledged.
Mattel bought exclusive distribution rights in lT. S. and Canada for the "Funny Company" program, helped finance pilot film. Through its advertising agency, the company has offered to take adjacent spots at a cost that will reimburse the stations for cost of rights to use the program. FCC holds this is sam< sponsorship. Also. Mattel has exclusive rights to merchandise t> games, et al. based on the program characters.
The toy company wanted to let stations offer the program to other sponsors, but if Mattel has to he named, fewer stations would use the program it claimed. FCC was not beguiled by reproachful argument that the commission would, in effect, be discouraging soreh needed "good children's programs. The law is the law: identifv, savs
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