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REPORT TO M*OVSOIts for 27 J 1955
MCM to film show for ABC
New MBS sales plan
Sudless brands big in spot tv
More television giveaways due?
How will color affect fee tv?
P&C master at agency relations
Appointments from film ranks
Metro-Goldwyn-Mayer will produce 30-minute "MGM Parade," a half-hour show, on ABC this fall. Announcement was made by Leonard Goldenson, American Broadcasting-Paramount Theatres president, Nicholas If. Schenck, head of Loew's, Inc. Schenck said movie exhibitors would be helped, not hurt. Like deal with Disney, Warner Bros., MGM will presell its own non-tv pictures in show via behind-the-scenes shots, appearances of its stars.
-SRNew Mutual run-of-schedule sales plan would permit sale of announcements by network on local shows for first time. Plan is set up for sale of minutes in 5-minute local shows which stations can run at their option any time within following segments: 8:00 a.m. -1:00 p.m., 1:00-6:00 p.m., 6:00-11:00 p.m. Specific segment would be designated by advertiser. However, station can junk program, run only announcement in its own show if it chooses.
-SRPotential of sudsless detergent market indicated by growth in spot tv expenditures of Colgate's Ad. N. C. Rorabaugh estimates Ad spent $64,949 during 1954. But in first quarter this year expenditure leaped to $102,618, nearly double. Monsanto's sudsless, All, was largest spender in spot tv among all brands of soaps and detergents last year with Rorabaugh-estimated $863,717 spot tv budget.
-SRWill "$64,000 Question" spur revival of giveaway emphasis in network tv programing? "$64 Question" on network radio was major influence in spite of giveaways during 1940' s and history could repeat itself if show delivers striking rating. Despite big prizes, show is medium priced with SPONSOR-estimat ed budget around $30,000. Louis G. Cowan production is sponsored by Revlon via William Weintraub (CBS TV Tuesday 10-10:30 p.m.).
-SROne factor which has gone unnoticed in fee tv debate is question of influence color tv would have on fee tv if authorised. All signs point to big growth years of color tv and fee tv's potential kickoff as coinciding. Question: Will public want to shell out for new more expensive color set and pay for fee tv shows at same time?
-SRCalculator mentality, for which P&G is famous in media decisions, is put aside when it comes to human relations. That's conclusion SPONSOR reached in exploring Cincinatti advertiser's relations with its 7 agencies. P&G, say its agency men, has fine liaison sense which draws best efforts from agencies. Among novel concepts: P&G rarely rejects agency recommendation — if agency fights hard for it. (See part four of SPONSOR'S series on P&G, which starts page 25.)
-SRThree film company executives took posts within broadcast industry in recent weeks. Bernard J. Prockter, former president of own film firm, became CBS TV producer. Halsey V. Barrett, most recently in film business with Consolidated Television Sales, joined TvB as sales executive. Harry Trenner became MBS sales v. p. after General Teleradio bought his Station Film Library, Inc. Trenner is former William Weintraub radio-tv v. p.
(Sponsor Reports continues page 10.'*)
SPONSOR