Sponsor (1964)

tions, points to a host of top national sponsors currently on the outlets: Armour, Standard Brands, Lever Bros., R. J. Reynolds, Warner-Lambert, Coca Cola, S. C. Johnson, Quaker Oats, as well as others. The stations air tape or live programs produced in Mexico City. Bullfight telecasts, in particular, have attracted large audiences, even among the non-Spanish-speaking. "We started in Los Angeles when there were almost no converted sets among the more than 1.2 million Spanish-speaking population," says a spokesman for the rep firm. "Now there are 300,000 such sets, and at least 100,000 of them are in nonSpanish homes." ARB is now trying to sample the Los Angeles and San Antonio markets. Owners of the two stations have applied for channel 66 in Paterson, N.J. They plan an operation that would reach the New York metro area's Spanish-speaking population of nearly one million. However, two others have applications pending. Washington's WOOK-TV, the nation's only Negro-oriented tv outlet, has been operating on channel 14 for little over one year. The station has carved out its share of the market against four VHF stations. But "the going was rough" at first, according to Vic Piano Associates, the station's rep. The Piano firm reports that there are now over 225,000 UHF receivers in the market, and that the station has attracted sponsors such as Beech-Nut, Procter & Gamble, Coca Cola and Dodge. WOOK-TV is owned by United Broadcasting, a major operator of Negro-oriented stations. The group is building a channel 18 (WTLF) facility in Baltimore, has bouszht off-air WJMY, channel 20, in Allen Park (Detroit) and holds the license for off-air WACH-TV, channel 33, Newport News, Va. United plans to operate all three as Negro-oriented stations. Telecasting on channel 26, WCIU Chicago, has been on the air since February, 1964. In a market with four commercial VHFs, the outlet is offering Spanish, Polish, Swedish, Greek, Italian. Irish and German language programing, has some Negro-oriented shows and also airs soccer, boxing, wrestling and bullfights. The bullfight tapes ( provided by the owners of the San Antonio and Los Angeles stations) have created quite a stir in Chicago. Spot Time Sales, rep for WCIU, reports several thousand letters of protest have been received to date, and finds that the interest generated an aid in audience promotion. The channel's daytime hours now belong to Sears, Roebuck & Co., which has bought 36 hours per week for 52 weeks. The huge department store and mail order operator is using the time to present shopper specials. To date, the channel has also signed American Home Products, Ford. ^Anheuser-Busch and Schaefer, for spots. According to Spot Time Sales, when the station opened there were an estimated 50,000 to 70,000 sets in the area capable of receiving UHF signals. The figure has grown to over 200,000 sets to date. Sears and Montgomery Ward report that they are each selling 1500 to 2000 Typical Statement of Income for a INCOME Network National Regional Local Other Total Less agencies' and representatives' commissions Income after commission expense OPERATING EXPENSE Technical Program Sales General and administrative Total Net Operating Income (Loss) OTHER INCOME Purchases discount Rental Income Miscellaneous Townsend Associates Total other income OTHER EXPENSE Interest Total Other Income Net of Other Expense NET INCOME (LOSS) BEFORE PROVISION FOR FEDERAL AND STATE TAXES $ 224,015.00 566,361.64 108,172.00 571,310.22 82,616.56 1,552,475.42 205,789.96 1,346,685.46 239,606.52 350,372.99 220,243.94 263,547.15 1,073,770.60 272,914.86 1,526.38 3,205.33 1,907.09 1,987.28 8,626.08 127.78 8,498.30 $ 281,413.16 Station's Schedule of Operating Expenses TECHNICAL EXPENSE Salaries and wages Maintenance and supplies Depreciation Power Rentals Miscellaneous Total $ 149,504.18 28,469.75 40,853.51 16,391.02 1,850.00 2,538.06 239,606.52 34 SPONSOR