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BEFORE
you buy
television
time
in
California
look at the facts
on
KSBW-TV
Channel 8 ABC, CBS, NBC
Exclusively
serving
central coast area
of California
Population 474,933
Tv homes 110,879
Spendable income $789,703,000
CBS, NBC, ABC, DuMONT
by Joe Csida Big shows to make '54-'55 specs look low budget
As unbecoming as it may be to sneak a bow for our predictions for last season, we just can't resist . . . just a small, quick one. For in a couple of areas our slightly nicked crystal ball revealed some fairly accurate glimpses into the future. Like, for instance, we said that television was being saturated with situation comedies both live and film and that many of these would come upon hard times. How true this turned out to be is indicated by just one web's fall programing line-up. At CBS TV, out of 18 shows going on the air. only five are situation comedies.
We also pointed out that some of the better shows featuring country music would find large, loyal, sponsor-profitable audiences. Ozark Jubilee on ABC TV, against some really rugged competition, has indeed iound same to be true.
So with a new fall upcoming we drag out our spheroid and dim the lights once more to see what September 1955 may hold. On the most elaborate and expensive program level, a repeat and an extension of what took place last autumn seems "to show clearly. Largely inspired by the eagerness, nay, the urgent necessitv to sell color television, the networks (and notably NBC TV) delivered the most spectacular, costly and often entertaining shows yet presented. Color, for many reasons, will require the same kind of promotion throughout 1955 and 1956, and the result will be spectacular programing in tint to make some of the best previous efforts seem like low-budget productions.
On these highest levels programing will be stimulated by yet another development: The current tussel between fee and free television. It becomes increasingly clear that the major video networks will try to meet toll tv's argument that free television can't afford to bring viewers top Broadway show and motion picture attractions by putting on a number of just such' attractions. This, it would seem, is exactly what's behind current (as of the time this is written) negotiations between a oouple of the top webs and Alexander Korda for the multi-million dollar Sir Laurence Olivier production of "Kin°; Richard. III." This also account for reports that NBC's Pat Weaver is considering bankrolling one or more top legit productions with the idea of presenting the opening night performance as a tv spectacular. There is little doubt, according to the visions coming through in our crystal globe, that fall will see acceleration of efforN in this direction. (Column continues page 32)
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