Sponsor (Apr-June 1964)

shooting permits. Fair officials arc being choosy. Advertisers who decide that the Fair would be a dandy location site will find some basic hurdles. A few: 1. Companies which have major pavilions — many of which soared far above their original cost estimates, creating a climate in which exhibitors are anxious to justify the expenses to stockholders and to themselves — have an unofficial first crack at the Fair as a commercial location. If American Motors wanted to shoot a Rambler commercial at the Fair, or if Standard Brands wanted to tie in with the Fair for a Chase & Sanborn Coffee spot series, they would find the securing of necessary permissions difficult, to put it mildly. Similar obstacles would not exist for Ford, Chrysler or General Motors, or for General Foods' Maxwell House. 2. Liquor is strictly verboten as an advertising tie-in with the Fair where it concerns things like brand labels, although alcoholic beverages can make "generic" print tie-ins. 3. Advertisers (or agencies, or producers) must secure written permission from Fair authorities covering any shooting within the grounds. To get such a green light, details must be furnished to the Fair concerning union clearances, insurance coverage, whether or not the filming or taping will interfere with normal Fair operations, whether an endorsement by the Fair will be implied, etc., etc. For those who do make the grade, the Fair is currently providing some well-planned assistance, as well as some un-planned problems. On the positive side, a TV-Radio Industry Committee, set up many months ago to work as an advisor) board on broadcast news coverage, program originations and commercial shooting, headed by NBC's George Hienemann, has done much to make life easier for producers and admen at the Fair. I here are at least 26 basic origination points within the Fair for radio and tv, covering choice views of the industrial, international, religious and state exhibitions. At these points, there is provision for large-scale electrical supply and CO RADIO'S EARLY START BROUGHT ADMEly Sizable coverage is being given to New York World's Fair 1 radio stations and networks, and Flushing Meadows has becort a major origination point. Jack Sterling, morning man on WCE. New York, offered free tickets to Fair-originated show prior l opening to fill restaurant seating 250, quickly pulled over 10,01 requests for first week alone. Station decided to move show to Fa and to invite select group of admen and clients to hydrofoil junk' to site. Right: Being whisked to World's Fair arc such admen as Richards Hair Spray Jerry Ralston (/), Gardner agency's Rosemary Vitanza {dark glasses) a< group from K & E, including Ed Finlay and Jim Alexander. Far right: With MGM-owned "Bounty'' in background, junketeers bravely ju ashore to meet wailing hits to "Top of the hair" and Sterling show. Si i ti ii i ii ■ i ■ mini ■ 1 1 ill mi ■■ iituin ■ ■iiiiiiiiiiiuaimiiiiiiiiiiiuiiiiiiiiiitii uiiiiinitiitntinti iiinnimimiiiiiiiiimiiiiiiiiniiiiniiiiiiiiiiiiwiiiiiiiiiiui iiuuimuiomniiii axial cable feeding to central points (where recording can be done on tape or where a telecast can be fed to networks). On the negative side, network and commercial producer sources told Sponsor that the Fair was "a maze of red tape." a •'nightmare of union jurisdictions" and that it was "playing favorites" (an obvious reference to the aforementioned fact that major exhibitors have an edge on promotional tie-ins). This, too, is not unexpected. The Fair has mushroomed into a commercial entity in a comparative!) short period of time, and many of its functions have not finished the "shakedown" period required to become smoothly operational. Focus of much of the radio-tv at' tivity at the World's Fair is R( * which is at the same time a pre ducer of consumer electronics and major factor in broadcasting an engineering development RCA. celebrated a silver annivei sarj for regular t\ service this has the largest communication center at the 1964-65 World's Fail and on the same grounds wher RCA staged its pioneering tv intr duction. At the RCA pavilion is complete operating color tv studio linked to what RCA describes "the world's largest closed-circ color tv network." The studio will also serve as staging area for specials and nev casts, and for morning telecasts 24 April 27, 1964 / SPONS