Sponsor (July-Dec 1952)

TV film trends Q. What is the outlook for TV film programing this year? A. In its TV Film Section I 10 March 19521 sponsor stated that a poll taken among leading ad agencies showed that 7(1' , of them were of the opinion that b) the time TV covered all markets TO', of the programing would be on film. Recent events not only lend considerable substance to this forecast but indicate that the 70' ' ', level will be reached long before the time estimated. Leading the parade toward film is the country's largest advertiser. Procter & Gamble. It has just added a third show to its film line-up. The Doctor. This advertiser has a separate subsidiary. Procter & Gamble Productions. Inc.. which not only produces all P&G film programs but controls all the rights to these productions. The costs for the three P&G shows on film, as (|uoted by the company itself are: The Doctor ($17,000); Fireside Theatre (around $20,000 I ; and Beulah ($17,000 l . The production tab for the threesome for the 1952-53 season will total around $2,250,000. Bill Craig, head of P&G's TV operations, bears out sponsors estimate of TV film. Craig says: "In five years 1 estimate 75', of TV's programing will be on film. I'm ver\ enthusiastic about the use of film for dramatic shows." Craig added that P&G's Welcome Travelers would be live because a program of that tvpe couldn't keep its spontaneit) with a film version. Day time serials? Too expensive to film, according to Craig. Besides an advertiser wouldn't want to show two different episodes in the same town at the same time. ffl&w* TO INTRODUCE NEW CEREAL, KELLOGG BOUGHT TIME LOCALLY FOR "WILD BILL HICKOK" FIL Other P&G activities call for the first Red Skelton show to be on film this fall. It's strictly a one-time shot and will not be available for reuse I because of Skelton's movie contract I . Fred Coe also presents some hardhitting reasons why the major programs of the very near future will be on film. Coe. director of Goodyear Television Playhouse, says "TV will price itself into film. A full-hour dramatic show may cost the sponsor some $30,000 per week for the production. FILM PROGRAMS WIN HIGH RATINGS PROGRAM FOODINI SUNDAY 1:15 P.M. SMILIN ED SATURDAY 11:30 A.M. FILM THEATRE SUNDAY 2:OOP.M. GENE AUTRY SUNDAY 7.00 P.M. BOOTS & SADDLES FRIDAY 6:OOP.M. CISCO KID TUESDAY 7:00 P.M. RATINGS 8.6 14.7 15.7 28.3 SNARE 81.9 75.9 68.3 20.6 58.1 68.9 28.1 PROGRAM KIT CARSON TUESDAY 6 OOP. M. LONE RANGER THURSDAY 7:30 P.M. FIRESIDE THEATRE TUESDAY 9:00 P.M. RACKET SQUAD THURSDAY 10:00 P.M. AMOS N' ANDY THURSDAY 8:30 P.M. RATINGS 13.9 28.8 40.0 SHARE 47.0 59.8 63.2 31.7 62.2 38.0 58.5 And when the show is over, what doehe have for this money? . . . Nothing! "Script rights revert to the author, and union regulations prevent a reshowing of the kinescope — $30,000 gone with the wind. Film on the other hand has that all-important rerun value which is the quality I feel counts the most in television." Bearing out these comments are the top sponsors who are switching to film. Ford Motor is sponsoring a Hollywoodproduced show (Screen Gems is producer I . In the fall, the Carnation Company and the B. F. Goodrich Company will alternate weekly sponsorship of the Burns & Allen program on film. The program is currently on live in the East and by television recording in other sections of the countr\ . Singer Sewing Machine Compam is sponsoring Four Star Playhouse, a half-hour dramatic series to be filmed in Hollywood bv Official Films. The program will be seen on CBS-TV on an alternate week basis beginning 11 September (Thurs. 8:30 to 9:00 p.m. I . Oilier advertisers, firm believers in film, include Schlitz, DuPont, Chrysler Corporation ( DeSoto-Plymouth deal SPONSOR 93.0 I LOVE LUCY MONDAY 9:OOP.M. 48.6 74.1