Sponsor (Apr-June 1964)

Advertisers still get Canadian broadcasting Increased demand for tv time forecast in Stewart ADVERTISERS AND AGENCIES spending millions to move merchandise from the U.S. north of the border picked up some clues on the near future of broadcasting advertising in Canada during the Canadian Association of Broadcasters' recent convention at Quebec City. As at the simultaneous NAB convention in Chicago, more of what is pertinent to the advertiser and his agency went on in the hospitality suites, over breakfasts, lunches, dinners and in the corridors than at the official meetings of the membership. With an agenda that could hardly justify mass attendance by agency men and a convention held too far from the advertising centers of central Canada, only a handful o\' the very faithful attended. The broadcasters were themselves too occupied with the machinery of an organization burdened with internal problems (including a permanent post as CAB head now rumored for its fourth-time elected president Dan Jamieson) to east any light on the broadcast advertising problems of over com mereiali/ation: clutter: a license freeze (without which there would 24 Allison be further division of national advertising dollars); ratings; piggybacks; cigarette advertising; beer and wine advertising; Canadian content program quotas; pay-tv. The legislators and regulators charged with the chore of guiding the Canadian broadcast industry toward goals of national purpose, nevertheless declared what they foresaw for broadcasting and the advertiser. According to Dr. Andrew Stewart, chairman of the Board of Broadcast Governors, there is little chance that there will not be a reduction in the allowable number of commercial tv minutes in spot carrier programs. Action on a proposed amendment reducing those minutes from 16 to 12 will probably come at the end of this month. Advertisers agencies and broadcasters (through the Consultative Committee on Private Broadcasting) were advised oi the "concern the Board felt about the commercial features of television during the peak winter period" before public hearings were held h\ the hoard. For the first time, this past winter, it was possible to assess the experience of maximum permissabk commercial content inserted — though limited to a few hours pei week — into programing on a rel atively small number of stations. '"With the normal growth of tru economy," predicts Dr. Stewart "there should be an increase in ifn demand for advertising time on television during the winter of 1954 '65. And,"' he adds, "the Board i not prepared to contemplate an ex-' tension of the clutter experiencet1 on a limited scale last winter." Aware that the problem is not al together one of commercial tirm and admitting its complexity. Stew art asserts he would be less thai honest if he said he expected to re-' | ceive the kind of assurances whicl would "lead the board to refraii from any amendment" to the regu ' hit ions at the end o( April. Culture by decree for Canada Decrying "a relatively weak cul tural life dangerous!) exposed t< the dominating influence of th< United States" and leaving (h Canadian identitv too vague. Cana da's new secretary of state put a least part of the responsibility inl< the laps of broadcasters north <» the border. Maurice l.amonfagne. throuj:! whom the industn reports to I'arlia Blent, addressed members am SPONSO'