Sponsor (July-Dec 1954)

< unversation piece of the \mei u an -. ene. ■• I here are man) companies who \N ill need i oloi be< ause the) are expo ted i" lead and 1 1 1 « x musl lead ; and, therefore, the) musl I"' in i "I i -nil, i grave I"- "I standing w ithin theii own trade groups. I here are man) n ore < ompanies w ho w ill see in . oloi a wa) to excite their own ovei all organizations, i" give them a chan< e ,,i leadei ship w hi< li maj ha> e slipped "Hi oi 1 1 1 • 1 1 hands. Q. How much color programing will there be on the networks this coming season? A. Quite a bit "I it. I In most sensal ional developmenl in color |»i ograming i the three once-a-month NBC spe ia. nl. ii s. I h ". pi oduced b) Max Liehman, \\ ill In on >\ ei \ Fourth Sunday, 7 :30-9 :l K) p.m., ami e^ ei \ fourth Saturday, 9:00-10:30 p.m. One, produced b) I .eland I la) ward, w ill be on ever) fourth Monday, 9:00-10:30 p.m. Oldsmobile has boughl oul the Satiii da) coloi sp& i Lculai . Ford ami Hi \ w ill i osponsoi the Monda) spe F-TV CBS FOR THE QUAD-CITIES is now operating on 100,000 wafts • This maximum power covers the Quad-Cities and the surrounding trade area ... a total of 264, 800 TV set owners. Les Johnson, V.P. and Gen. Mgr. WHBF TEIC0 BUILDING, ROCK ISLAND, ILLINOIS Represented by Aver y Knodel, Inc. tacular, taking 15 minutes <>l each show . I he Sunda) i oloi Bhow w ill be — I > 1 it three ways. Reynolds Metals boughl three entire shows while Sunbeam and Hazel Bishop will split the remaindei , In addition, the NBC daytime participations shows, Today and Home h ill Feature i oloi pickups. NBC is trying i" gel oth( i clients to pul theii b&w shows on in coloi on a regulai oi pei iodic basis. The netwoi k can pro gram about 12 to I •"> hours a week "I i oloi show w iili its existing Btudios, ii mobile color equipment and its iklyn <<>l>ir studio, which will be read) in Septembei . NBl *s Hollyw I studio w ill be read) foi coloi b) aboul I Januar) 1955, adding even more time to the L2-15 hours. t'n i IBS, \\ estinghouse w ill pul on eight to 10 color shows nexl season in the L0:00-1 I :00 p.m. Wednesda) slol normall) occupied b) Pabst's Blue Ribbon Bouts and the Follow-up sports -how. Sports Spot. The Westinghous< show is titled, The Best of Broadu a\ . ( .lu\ sler ma) pul on periodic < oloi shows in its 8:30-9:30 I hursda) nighl segment, in which the auto firm will showcase three dramas and one musical c\ <t\ month. (.US will Inllou iii [lie footsteps of NBC this season and give each client coloi exposure without extra cost. The free color ride lineup will starl 22 August with Toast of the Town and end 27 Februar) with Sunday News Special. The plan will provide for three color shows a week. In the spring CBS will accelerate color programing through some as-yet-unannounced plans. CBS will have three studios for color b) the Fall. In addition to it* existing coloi studio at its 185 Madison Ave.. New ^ oik. headquarters, CBS recentl) acquired the Itlst Street Theatre and i> remodeling it at a cost of $1.5 million, [ts Television City studios in Hollywood are also being set up Foi color. Q. How much more expensive is color than black-and-white? A. Since NBC and CBS began experimenting with color. the\ have learned how to i ul down mi the hordes ol to hni( ians, makeup people, etc., which wcic required at first. However, < oloi will always be somewhat more expensive than black-and-white, Esti male ol wliat coloi will add to the t\ bill range from 10 to 2<>'r over-all i time, talent and production i . Color equipment and Btudios will be more expensive. Foi example: NBl non-audience Btudios foi b&w shows in New York ami Chicago (excluding Studio oil i are $150 gross an hour. Vudience Facilit) Btudios are $300 an hour. Comparable charges foi color studios run From $250 to $550. \ b&w mobile unit i $800 gross a <la\. \ color mobile unit is $3,200 a day. < !abl( chai g< foi i oloi are higher. \ I VI i temporal il\ charging S 1 ,200 a half houi . i seeking $2,000 Foi • olor. Q. What effect is color having on media planning? A. sponsor asked that question of media and radio-h exei utives in the top aii agen< ies. Here are some an swers: Fred Barrett, vice president in charge of media, BBDO: •■While we realize the enormous possibilities and effectiveness of color i\ and anti ipate it use foi man) of our i lients, it efl<'ct on in. dia planning w ill not be ver) marked until the number of coloi sets create a sizable market and make . oloi production effi< i< nl from a i •■-! standpoint." // illiam C. Dekker, vice president in charge <>i media. WcCann-Erickson: "Because audience and cost detail of color television are -till nebulous, the advent ol color has played little role in basic media planning. With few notable exceptions, most consideration of color has been either from the experimental or promotional angle. I believe these will continue to be i lumajor area until such time a we can realK -tart to count noses and costs which time, if we can take a leaf from the black-and-white notebook, will probabl) come a lot fastei than even the nio-i optimistic ol us i ontemplate." Arthur Porter, vice president in charge of media. Leo Burnett: "The approach of color t\ i having a pr<>Found effect on both creative and media planning in our agency. While obviousl) a great part of our analysis and stud) must he based on hypothetical conditions and costs, we are tr\ing to assess the place of color l\ in our clients' programs as objective!) as we < an. li alter (>. Smith, vice president and media dint lot. Biou : "Although color 150 SPONSOR