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OPERATION TANDEM ON NBC, INCLUDING "$64 QUESTION" TO COME BACK NEXT FALL, TYPICAL OF LOW COST INNOVATIONS
charges, both day and night.
2. Program package costs have been whittled down by an average of lS'/( — sometimes as much as 25', ; even 50/v in a few cases. New packages are coming in at mouth-watering prices, averaging between $2,000 and $3,000 a week.
3. Special sales schemes, like NBC's Operation Tandem and ABC's Operation Pyramid, offer a flexibility new to network radio. Mutual has a brand new plan up its sleeve. Saturation campaigns, split networks, rotating participations, liberal frequency discounts are added inducements.
Not all the activity has been restric
ted to pricing, however. Program people have worked up entirely new kinds of shows, shifted their blocks of mood programing around, done some rearranging of individual program slots. A few samples: ABC's late-morning block of soap operas — many of them in serial form for the first time over this net. (Morning, by the way, is a prime buy on all the nets, SPONSOR believes. ) NBC's new "realistic" drama with music, Pete Kelly's Blues; plus several new comedy stints. CBS's influx of new talent, like zany WNEW morning men Gene Rayburn and Dee Finch who will be on at night. Spade Cooley and his Western Swing show,
Trends malting networks good bug
1. Kate cuts and low -priced packages invite advertisers to cash in on lowest cost-pcr-tliousand ever offered.
2. There'll be new talent, down-priced established stars, and a generally tightened budgetary oullook.
3. Imaginative planning, reshuffling of hleck programing, and shifting of time slots makes medium more effective than ever.
4. ABC's morning s;t.i|i opera strip. CBS9 Western Stving, Mutual** heavy news coverage, and NBC's Operation Tandem are typical examples of the highpowered goings on at network headquarters.
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and humorist Roger Price. Mutual s Monday thru Friday daytime sequence of hillbilly music, popular music, and audience participation programs.
Over-all, you'll find an increasing emphasis on news, music, and mysterydrama over the radio networks. Music and mystery shows in particular will be even better buys than in the past, because of lower package prices. Asked how these prices can be knocked down without hurting quality and sacrificing audience, network programers listed these savings:
1. Substantially reduced salaries for featured stars and guest stars.
2. Scale or slightly over for orches