Sponsor (1956)

Record Details:

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ROBERT SARNOFF CHARTS Til This week hi the line/ iraiKi Hold in Miami Beach, Vfi( and its affiliates celebrate the network s thirtieth anniversary. On the eve of the convention, SPONSOR asked Robert Sarnt I). SBC president, i<> sum up where \li(. is headed <uid how it stands on some oj the important television and radio ques-. lions oj today. His answers to sponsor's questions follow. Q. What are the objectives you have set for the television network for the coming year? \. 0m basic objectives are to expand our color television program schedule and to strengthen oui over-all programing with new attractions, fresh program formats and stars. 'I lie interesl * > f both the public and advertisers in color is growing rapidl) as a resull of our present schedule, which offers at leasl one majoi program i I"i ever) nighl of iIm week in addition to the spectaculars. \\ <■ hope thai 1>\ nexl season we will I" aide to present al leasl two majoi color shows ever) night. To lliis end, we have put into action a further s."..."iiio.i )i )( l project to expand our color production facilities in New 101k and I loll\ wood. The objective of maintaining and increasing the stabilit) of our programing is actuall) a continuing one from yeai to year. But it calls for even more concentration on creative programing designed for television, as against movie film designed for another medium. We will draw on all creative sources within television for both live and filmed programs. But we will be mindful of the special qualities ol live programing, since we feel stronglj thai it is through the live medium thai t\ ran continue iu strength and growth. A related and important objective is to maintain creative developmenl of public affairs programing and increase furthei the interesl oi clients in backing programs in ilii held. Programs like " ide II ide II orld and Project 20 havi proved highl) attractive to advertisers during the pasl yeai In the held of daytime programing, our objective is to continue ouj rapid growth in thai area, both in ratings and in hilling. \\ ttli the afternoon and noon-time schedules SPONSOR I.) DECEMBER L956