Sponsor (1956)

completel) revamped, our efforts during the coming months will he devoted to building up morning sales. There is a great daytime potential in net tv; our sighu an m| hiuli Q. You as president of NIK! have often stated your belief that the future of television lies in li\e programing. Do you still hold to tin's belief? A. Most definitely. \nd I am glad of the chance to restate this conviction in the face of the flood of Hollywood features just released for tv. NBC feels strongly that live service is at the very heart of tele\ ision s tut lire, and we will continue our emphasis on li\e programs as the \\a\ to continued growth. Television is many things: it i entertainment, it is news, it is information, and it i culture. It is the omnibus national medium, different from any other. \ikI its main point of difference is in its live-ness, its immediacy, its right-before-your-eyes quality . There's room in television for film especially for film specifically made for television. Some of the top hits on all networks are on film. \nd certainly film helps news coverage tremendously. Live-ness takes on even added importance as the medium shifts to color. The realism that color tv brings to home screens must be linked to the realism of live sen ice to have its full effect on the television audience. (^. What is the future of the spectacular? A. The spectacular has proved itself as a valuable part ol the schedule, both for the medium and for advertiser-. I ..I the medium, the conversation-making qualities ol the spectaculai the excitement and sheer s< o] e of thai kind of show add sparkle and zest. Spectaculars and specials stand out in the schedule. The) bring to the television audience the biggesl hits, the biggesl stars from all areas of show luisille — . For the advertiser, the) provide a valuable too] foi "explosion advertising, the kind ol advertising that is I ei oming iiM'ie and mine important to main clients who must make themselves heard above the din of the market-place. I", the advertiser, the) also bring added prestige and leadership, and stimulate the distribution chain from factory to i sumei . lo answei your question — spectaculars now have bee part ol tin pattern of television. They have a sound future as an established, successful program form. ty. Why is the NIK! network far out in front today in espousing; color television? V. Were out in front because we believe in color telev ision and have been willing to back up this belief with large expenditures for the development of color production techniques, plant facilities, and programing that stays far in advance of actual set sales. Together with our parent company, RCA, we are dedicated to making color television a truly mass medium as rapidly as possible — and that high attraction network programing in color is the fastest way of achieving that goal. We feel that color lelev i-ion will zoom the medium into a period of growth and expansion that will even dwarf its advances of the past 10 years or so. (Please I urn page) UTURE OF NBC Tv programing: "*. . . in the face of the flood of Hollywood features just released for television. . . . NBC feels strongly tliat live service is at the very heart of (derision's future." Color: "We hope that by next season we will he able to present at least one major program in color every night in addition to the spectaculars . . . at least two major color shows every night." Network radio: ". . . we haie discovered that network radio has unexpected sources oj strength . . . news-on-the-hour mil add new strength and with local news will give the affiliates an unbeatable service." Reorganization: . . with our neu structure . . . decisions ran be made more quickly and more thoroughly and as a result advertisers can get answers on major questions quickly, because that's what we're set up lor." SPONSOR 15 DECEMBER 1956