Sponsor (Oct-Dec 1964)

SPONSOK 'W^EEK Tv Integration Insufficient, Says Study Committee Ethical Culture survey notes improvement over earlier study, but urges continuing pressure for Negroes on tv New York — Acknowledging a "slight improvement in the frequency of Negro appearances" on television, the Committee on Integration of the New York Society for Ethical Culture argues that it "is insufficient for our times." The committee, in releasing its second study of the Negro image on tv, pointed out that the highest rate of Negro appearances was on news and informational programs, while children's programs and daytime serials had the lowest rate and continue "to portray a lily-white unreal world." Co-chairmen of the Ethical Culture Committee on Integration are Douglas Pugh, currently a commissioner in the Federal Mediation and Conciliation Service, and Dr. Lawrence Plotkin, associate professor of psychology, City College of New York. Both are members of the Society's Board of Trustees. The survey, which covers a twoweek period in the spring of 1964, is a follow-up on a similar study made in 1962. Its major conclusion was that "continued glaring deficiencies outweighed the few improvements." In discussing the implications of the study, the committee indicated that the "mixed findings of the 1964 survey are interpreted as resulting from the pressures influencing the industry. While there is slight improvement in the frequency of Negro appearance and image, it is insufficient for our times. It is not accidental that the local programs in New York seem to be more favorable than the network ones." The report continued: "Faced by conflict, the networks play it safe. News and educational programs are in themselves considered a public service; furthermore, they can hardly avoid the presence of the Negro in America. Are women and children considered too sensitive to be exposed to this presence? Shows for them are still almost lily-white. 18 The psychological damage that might result from a segregated screen does not seem to weight heavily in the decision process." Lawrence Plotkin Douglas Pugh Another aspect of "playing it safe," said the report, "means that no Negro now has sustained appearance on television. Without intending invidious comparisons with featured white stars, we would like to indicate that a vast reservoir of television talent is ignored when performers like Harry Belafonte, Diahnn Carroll, Sammy Davis, Jr., Ruby Dee, Sidney Poitier and Diana Sands are not regularly employed by television." The loser in this case is the television audience, the committee noted. "Would baseball audiences or owners restrict a Willy Mays or Jackie Robinson to appearance a few times a year?" In actual number of Negroes ap pearing on tv during the spring survey, it was pointed out that "if one viewed television ... for five hours, on any channel at any time, he would have seen about three Negroes, two of them for less than one minute and one for a longer period. In only one-fifth of the appearances of the Negro docs he receive exposure for more than three minutes." The committee also recorded a change in the nature of Negro ap ^ pearanccs: "About one-fourth of'' the appearances were dramatic roles, while performing roles, which led in 1962, were almost lowest." ' On the integrationist plus-side, the study cited two commercials and public service announcements reported in 1962, compared with 36 ' reported in 1964. "This increase ! clearly reflects the networks' and ' advertisers' response to pressure of j civil rights and governmental or i ganizations." The committee concluded: "Given ' the factors influencing the television industry, we predict that the industry will make changes according ■ to the amount and kind of pressure ' generated by groups fighting for ' civil rights. Should the pressures diminish, the industry will decrease ' the appearance of Negroes. Be i cause the problem is national as well as local, the pressures should be national as well as local." Charms To Blanket East With Radio-Tv Campaign Asbury Park, N.J. — Charms Co. is sweetening major eastern cities with an intensive radio and television spot campaign aimed at promodng its candy squares. In a drive calling for as many as five stations in a single city, with spots running in prime evening, early evening and daytime periods "in order to reach all segments of the market," the lion's share of the budget will be concentrated on tv. Radio will be "used to increase exposure and back up the television with 10-second reminder spots." The spots, prepared by the Walter G. O'Connor Co., Harrisburg, Pa., retained by Charms in August as its agency, are in color and feature a "Make Friends with Charms" theme and a jingle. They run 60 seconds, 20 seconds and 10 seconds "with enough of a variety to appeal to different age and sex groups." According to the agency, the situations show people "making friends in buses, business offices, bridge clubs and homes." Copy stresses "Clean and fresh the whole pack through." W SPONSOR J