Sponsor (1964)

and prospects m certain markets, and thai network shows do! cleared by affiliates be made available to independent stations in the same markets. l ttder the first proposal, which is opposed bv the networks, there seems little that the FCC can do to compel the networks to share their affiliations or programs. I he second propos.il has actually been practiced for some time bv a number of stations It works this wav. it a particular series is not eleared by an affiliate, an independent operator ean get permission from the show's sponsor to telecast the programs. Of course, such fac tors as payment have to be agreed upon. I he networks at least tacitlv approve of this course o( action, probably because there is little noncleared programing available in any given market. today, unlike the early '50s. there is a great reservoir of offnetwork series and film packages available to stations. These, together with inexpensive live programs and specialized appeal shows aimed at ethnic groups, will probabl\ constitute the independent UHF fare. SPONSOR'S contributing editor. Dr. John Thayer, assistant manager of market reports tor American Research Bureau, suggests that "the real answer may lie in the stations' hiring of creative people." Certainly, I' operators are giving a great deal of thought to the programing problem, and a number of outlets see sports as the answer. \s previously mentioned, Wl Ml Milwaukee broadcasts live sports as its primary type of programing The nation's next new independent l. WIHs | \ Boston, plans a unique combination of educational and commercial programing, and • sports in its future licensed to the non-profit (atho Augu»l 10 1964 he I ele\ isiOD ( entei ( otp . the Sta don is targeted to open on channel 38 m September. Plans call lor its operation as a commercial facility from 3 p in to late evening signoff, while presenting shows ot a religious and educa tional nature between l> am and 3 pin \ dail) total ot 15 hours of programing is scheduled. I he Hub City's hrst I has already bought a hefty package ot "50 films from Warner Bros., plus numerous ott-nctwork syndicated series from United Artists and \1( \ I hree films, sandwiched around several syndicated programs, are planned during the commercial pe noil each day. \s the station develops its program format and builds its audience, it plans to add sports, drama and discussion shows to its lineup We're starting small." savs Austin Harrison, general manager of the station. ". . . but we have quite a number of irons m the lire, and I feel sports eventually will be one ot our big activities." Another broadcaster taking i long, hard K>ok at the program situation is Kaiser Broadcasting. I he group has a big stake in the future ot I HI | Sponsor. May 1 I. p. 38) for it is building stations in Detroit, ( orona (Lo v les) ami San Francisco kaiser was recently granted a ( l' tor channel 41, Bur lingtOn, \ J . I Philadelphia) and also has an application pending l"r a station in the ( hicaco market. I he organization is carefully Studying the needs ol each ot its communities \t WKBI) Detroit. targeted foi early 1965, Kaiser sees sports as the hallmark of the station It is still making evaluations in its other markets Ivpiticd by the Spanish-language outlets in I os Angeles and San Antonio. Washington's Negro-oriented station and the multiple ethnic appeal o\ Chicago's channel 26, "specialized programing'" will play an increasingly important role in 1 Ills future And this is an area that sponsors will view closely We m advertising are gOUl be looking lor such specialized audiences with increasing keenness m the vears ahead." states Ken von \ 1 ekhardt's Stephens Diet/ \ concurring opinion is that ot John Cook Ol S|-hh lime Sales, rep lor the ( hicagO ethnic outlet II declares: "National, regional and local advertisers, aware ot the tvpe of viewer who buvs a specific prod net. can now literally speak t" him in his own language." Total Revenues, Expenses , and Income For 83 UHF Stal ions (In Millions of Dollars) Percent change 1962 1961 1961-1962 Broadcast Revenues $34 4 $31 .4 13.8 Broadcast Expenses 33 5 32.0 7.9 Broadcast Income ibefore Federal income tax" .9 (.6) 250.0 Source: FCC financial tv repo -t, 1963 ( ) denotes loss for 1961 37