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Do tv soapers have a future?
Auto web $$ going up
Sponsors will be in fee tv
Would bar web fee tv shows
Tv tape may be near
Will daytime tv continue radio tradition of soap opera or will personality shows dominate? One answer to question may come out of efforts of NBC TV to sell personality shows to P&G. NBC, which has not done as well as CBS in daylight video, is betting personality shows will eventually be top daytime fare. Web is attempting to interest P&G in "Tennessee Ernie Ford Show," "Ted Mack's Matinee." At present P&G has following daytime tv lineup: 4 soapers, 2 audience participation shows, plus segments of "Ding Dong School." But P&G is dropping NBC TV soaper, "Concerning Miss Marlowe," 1 July because of ratings, which were under 6. Story on P&G's daytime strategy will appear in next issue. For details of P&G's spot operations see "The Procter & Gamble Story, Part 2," page 38, this issue.
-SRHeavy auto investment in network radio and tv will probably increase next season. Auto makers have been spending with lavish hand in web advertising. PIB totals show auto network investment last year was nearly $39 million, compared with $10.4 million in 1950, top auto year. Sales in 1955 look like they will beat 1950, so web spending will probably rise in proportion. Among all industry categories, auto and auto accessory firms have shown one of highest percent advertising increases (404%) since 1948. For analysis of auto industry trends as well as those of other big advertisers, see page 35.
-SRClear indication fee tv will not close door to advertisers was given in recent debate between pro and con sources at Hollywood Ad Club. Paul McNamara, v. p. , International Telemeter Corp. , told Western admen toll tv will develop new advertising accounts "that should be blockbusters." Money spent by new accounts, he said, will compare with present "enormous automotive accounts."
-SRBattle over form fee tv will take would probably continue even if FCC approves it. Zenith's president, E. F. McDonald, served notice firm will fight use of fee tv by webs or for existing web shows. McDonald said CBS statement on fee tv indicated network would "hijack" public into paying for current shows. McDonald's reference was to statement of CBS President Frank Stanton, who said: "We regard it as more than probable that we would earn our share of billions of pay-television dollars." However, Stanton attacked fee tv in strongest terms.
-SRMagnetic video tape, expected to revolutionize programing, may be nearer' than previously indicated. NBC earlier this month transmitted over network lines a color tape show from New York to St. Paul. Closed-circuit telecast was part of dedication ceremonies for Minnesota Mining & Manufacturing Co.'s new research labs. 3M firm is working with RCA on tv tape. Program was recorded two days before telecast. Video tape story in SPONSOR 21 March (see "Video tape: programing revolution on the horizon") predicted first commercial use of tape in 1956.
SPONSOR. Volume 0. No 9. 30 May lit".". Published biweekly bv SPONSOR Publications, I Id rig, Circulation Office, 10 K. 19th sr , New
York 17. Printed at 3110 Elm Ave.. Baltimore. Md. $8 a year In US. $9 elsewhere. Entered as second class matter 29 Jan. 1919 at Baltimore postomce under Act of 3 Mar. 1879