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ami four situation comedies: Profes sioncd Father, Autumn Bride. Cull Me Coach, and That's My Boy I radio ve sion of C\ Howard's motion picture).
The Doris Day Show, which recentlj went on the air sustaining, is a good example of Gottlieb's thinking. The program, a showcase for prospective sponsors, is being carried on a moderate budget, and is available for sale on the same or an expanded budget.
As for regular sponsors, Lever Brothers for Lux Radio Theatre is ready for its traditional hiatus. This program and sponsor is recognized by
"The most conscientious broadcaster may from time to time be confronted with real difficulties in determining questions of taste. That is one of the reasons why the FCC is expected to exercise care in selecting qualified applicants for TV licenses."
WAYNE COY Ex-chairman, FCC
man} admen as the hiatus originator back about 1933. However, this year, there is a slight program change addition to the regular hiatus.
The Lux Radio Theatre will go off the air the end of May instead of June. The sponsor will drop about 50 stations from the network line-up. During June it will sponsor, back to back, two CBS sustainers: Broadway Is My Beat and Romance. In this way Lever Brothers is keeping its time, exercising an economy measure, and saving considerably on talent costs.
All of the daytime serials will be on the air, plus the strips Grand Slai I Continental Baking), Beulah (P & G) and the Arthur Godfrey Show. As with Godfrey's evening radio and TV programs, there will be a personality replacement as host on each program while Godfrey vacations.
Summer replacements are expected for these shows: Jack Benny (American Tobacco) and My Friend In I Pearson Pharmacal). Drama-mysteries expected to be sponsored during the summer include: Mr. and Mrs. \<>rth I Colgate -Palmolive-Peet) , Dr. Christian (Chesebrough) , Armstrong Theatre of Today, Big Town (Lever Bros.), Mr. Chameleon I General Foods), Gangbusters (General Foods), and the Philip Morris Playhouse.
ABC There are several sales plans for participating sponsors, but Bud Barry has also made provision for sponsors who want complete identifica
W5PP
AM-TV
7 APRIL 1952
Represented Nationally by KATZ