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Network program-packaging authorities feel that the nets' ability to put on a program and keep it running and increasing its audience is an important factor in building salable properties for sponsors. It took ABC a year of broadcasting The Fat Man before it sold it. Candid Mike has been on a year; while it has no bankroller as SPONSOR goes to press, there is plenty of activity in the bankroll direction at this time. Candid Mike has achieved fine publicity acceptance during the past year and its audience is growing. MBS will concentrate its new packages this fall during the daytime hours, its success with Queen for a Day, Heart's Desire, keying its future thinking. Mutual, unlike other active program-building webs, selects its package programs from the offerings of independent packaging firms. The network contracts for the top low-cost offerings of producers and develops them as exclusive MBS vehicles. Programs like Twenty Questions, Mzet the Press, and Juvenile Jury have justified the MBS program-building formula.
The one network which hasn't gone into the production of programs on too broad a front is NBC. The reason is simple. There isn't much tims available for packages on NBC. NBC also isn't accustomed to waiting for a program to build.
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Executive thinking on the senior network front, although not oflficially, is to take other networks' programs when they've reached the top audience ranking classification. It's the thinking of Niles Trammell, network president, that tlie program is even more important than the sponsor when a time period opens on NBC. NBC's program building is restricted mainly to prestige items, like the NBC Symphony and the Fred Waring program, each of which was conceived to fill a special niche. In the case of the former, NBC needed a symphonic group years ago to obtain for it the prestige that CBS had achieved through the latter's presen
tation of the New York PhilharmonicSymphony broadcasts. In the latter case, NBC wanted to answer the critics of daytime serial dramas. Each has done its special job. Each lacks a continuing history of commercial success.
This is not true of network packages being built today. For the most part they're as commercial as a lendinglibrary novel and as inexpensive.
Show building is one way that a net' work can be certain that it doesn't lose a program. Since it's the program not the sponsor that gathers listening, advertisers usually stay with their vehicles. Program building is life insurance for a chain. * * *
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On WSBT, every CBS show has a Hooper that's higher.. ,,;/
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CBS • 960 KC • 5000 WATTS
WSBT Hooperatings on all CBS shows are higher than the national ratings. Not just a little higher, but much higher — 23 to 202 per cent!* And no other station, either local or out-of-town, even comes close in Share of Audience. It is WSBT — and on/j WSBT — that gives you blanket coverage of the South Bend market,
♦Hooper Report, Foll-Winler 1947-48
NATIONAL REPRESENTATIVE
PAUL H. RAYMER COMPANY
JULY 1948
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