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ARKETS WERE CHOSEN TO KEEP PACE WITH DISTRIBUTION AND PACKAGE ART TIED IN WITH PROGRAM FOR STRONG KID APPEAL
ers I . Top-rated shows on film include My Friend Irma. Dragnet, Dangerous Assignment, Fireside Theatre, with Irma number one anion" all net shows.
Q. What are some of film TV's problems?
A. The problems of TV film syndication— pricing and repeat runs — loom as the major difficulty. Fred J. Mahlstedt, director of CBS Television Film Sales, says, "Experience gained in the next year should go a long way toward solving these problems. The coming year will shape up as the vear in which the TV film distribution and film production industries will approach reasonably stable operations. With more and more advertisers and stations turning to films for TV programing it is pretty obvious that the future of the entire television industrv depends to a great extent on a solid foundation of reliable and solidly financed production and distribution outfits.
"As in any new industry. TV film sy ndication needed a few shakedown years to separate the wheat from the chaff. By the end of the coming year I feel that this should be pretty well accomplished."
14 IULY 1952
Rather than seeing problems, most observers felt film's big future was the standout fact.
William Chalmers, Grey Advertising vice president and radio-TV director, told sponsor: "Major programing is all going to be on film. The networks will be important for day-to-day live services I news and sports I . But when you get into film, stations aren't going to want to bother with the networks when they can get the full profits from local film programing. It will result in
(|uite a different relationship between the networks and stations. The local stations will have to decide whether live net service is important enough to them."'
So went the majority of the comments on film. The problems are recognized but aren't deemed important enough to hold film back. From what looks like a major role in T\ program ins:.
[Please turn to page 198)
On following pages see lists covering
• Available TV film fare »»«»«' '#•*>
• TJ film producers /»«</«' 192
• Commercial producers i»«fC 194
• Film syndicators /'"?/'* I9U
• Film allied services />»</*' 197
For further discussion of film see Hob Foreman's column, i>a±' 24