Sponsor (July-Dec 1952)

switch back to American stations. Does the Joint Committee have any influence? Names of its members give the answer. Among the sponsors — Borden, Canadian Ceneral Electric. ColgatePalmolive-Peet, General Foods, Lever Bros., P&G, Shirriff's, Robert Simpson Co., Whitehall Pharmacal, Standard Brands. Bell Telephone, Canada Starch, Canadian Industries. Dominion Tar & Chemical Co., Molson's Brewery and Pepsi-Cola. Among its agency members: Cockfield. Brown; MacLaren, E. W. Reynolds. Spitzer & Mills, Walsh, Young & Rubicam, McKim, Ronalds, J. Waller Thompson, Vickers & Benson. Borden's J. W. Lawrence was Toronto chairman; G. C. Clarke of Standard Brands was Montreal chairman. And if their depressing conclusions aren't enough, Pat Freeman, director of Sales & Research of the Canadian Assn. of Broadcasters, has estimated that if talent costs are added to time. the TV sponsor will get only six homes for his dollar in Toronto at the start — against 200 homes by radio. CBC "has bitten off more than they can chew," says Stuart MacKay, AllCanada Radio Facilities' quotable assistant general manager. "The policy of excluding private stations will boomerang. No agency is recommending TV as a good buy. Potentially of course it should be if private enterprise is allowed in. My prediction: "Government TV will keep running deficits. I CBC got $6 million from Parliament for TV to date, has asked for 87 million more for next year.) In time Parliament will get tired meeting them. Then CBC will have to change its thinking on keeping private TV stations off the air." He summarized the situation as follows: "Buffalo's WBEN-TV is tripling its power. Three of four stations are applying for licenses along the Canadian border in the U. S. Soon advertisers will be able to boom into Ontario on half a dozen channels. It will be a stupid thing for an advertiser to pay $1,600 an hour in Toronto when he can get the same show in Buffalo for $306 and reach the same Canadian audience plus Buffalo, which has 271.000 TV homes." Another headache for CBC may stem from its request to the Government to fix a $15 license fee for each TV set to finance operations. The ques ""Tliis is television*!* election year! This is a year that offers Americans a new democratic opportunity. It can uproot the dangerous hahit of letting othrrs do things for us. It can eliminate government in the name of the people, and lead us hack to 'government hv the people\?9 WILLIAM A. BLEES V.P., Avco Mfg. Corp. • *•••••• tions this situation poses are: Will the Government try to collect the $15 from set owners who can't pick up Toronto or Montreal? Further, will it try to collect from those who can receive Toronto and U. S. stations? Says George Drew, Canadian Opposition leader: "The whole thing is preposterous." Q. Then isn't anyone going to sponsor Canadian TV shows? A. Yes. the following: Canadian Westinghouse will sponsor the parent company's CBS-originated Studio One, Monday 10-11 p.m., starting 8 September in Toronto. S. W. Caldwell. Ltd.. Toronto agency han dling the program, sa\s it v\ill be brought in bv microwave relay from Buffalo and will eventual!) be broadcast also in Montreal. Caldwell will produce the commercials. Canadian General Electric will simulcast I TV and radio I its half-hour Leslie Bell Singers-Howard Cable show, 8:30 to 9:00 Sunrlav evenings. Campbell Soup Co. will relay its NBC-originated The Aldrich Famih show over CBLT, Toronto, 9:30 to 10:00 p.m. Fridays. Imperial Oil (Essol. handled b\ MacLaren Advertising, will sponsor the NHL hockey home games from Toronto Saturday nights I half the second period and the lull final period i. Goodyear Tire & Rubber will import its NBC originated TV Playhouse (Sunday 9-10 p.m.) on alternate weeks starting 14 September. London Life Insurance Co. will underwrite the first Toronto home football game in the intercollegiate series: may do others. W. R. Johnson. CBC assistant commercial manager, expects more business in Toronto as TV-Day approaches, especially in announcements. Two agency comments on client plans for TV follow: Ed Reed, Needham. Louis & Brorby's account executive for S. C. Johnson & Son, Toronto office, said Johnson's Wax will be going into TV. Mariette Mineau, J. Walter Thompson's radio director, Montreal office, expects some JWT clients there to be in later. "Radio, however, will be very big in Canada for a good many years to come." she said. Q. What did the Massey Commission recommend concerning TV? A. 1. That the CBC direct and control 11 AUGUST 1952 115