Sponsor (Sept-Dec 1957)

Lawrence II. Rogers, WSAZ-TV, Huntington, W. Na.. lias protested to -•'* Senators and Congressmen in his station's area against the FCCs proposed paj h test. Me offered i" provide the Congri — men with materials supporting the rei ord "I Free t\ , This data, Roger Bug gested, could be Bubmitted to the House Interstate and Foreign Commerce Committee, about to begin hearings on pa) t\ under t fu recent FCC authorization. John S. Hayes, \\ fX)P, Washington, has proposed to President Eisenhowei thai the I .S. satellite be named "The Freedom Sphere." This name, lie reasons, trul) rep resents the American spirit typified in our freedom <>f inquiry, freedom of expression, and freedom <»f action which will bring about the ver) creation of the satellite." \\ BTV, Charlotte, has ordered a color video tape recorder from RCA and says it -will he the first i\ station in tin country to use the new equipment. The color video tape recorder, a> de\ ist-tl ami built by RCA, can record both color and black and white programs for playback without los> of sound or picture quality. NBC l\ will first use the equipment next \pril. Charles II. Crutchfield. \\ lil \ executive V.p., added tliat NBC would receive the first six recorders from RCA and WBTV has been allocated the seventh. The station plans to have the recorder, priced .it ..nci $100,000, in operation h\ Sept ember. Audience building stunts as reported t«» Wrap-up this week: • WRCV, Philadelphia, and Boscul Coffee staged a baby contest to celebrate the station's call letters (1060). Dirilyte baby cups were given to the ten babies horn 10 November closest to 1 1 :00 p.m.. (which is tantamount to the stations place on the dial. 1060). • WBAL TV. Baltimore, to encourage viewers to watch the new fall program line-up. conducted a Word \-\ ision contest. Viewers had to watch the station to fill in the blanks of the vertical cross-word. More than 20.000 Haltimoreans began playing the game, the station estimates, in ordei i" contend t"i the top pi i/.--. 10 \ Victoi coloi l\ -i iam I portables. • \\ It \l Radio, Haltii < . h u it d.j. .1 im W est, "lb i Hi his servi i.ii a-da) to some luck) housi I he I. ii lies send in post cards w it h theii thoughts mi "\\ h\ radio is nw i onstanl companion . . ." • KlltS IN . Shreveport, used this method to inci ease Btation turn w Inch the) sa) can be applied an) h here ! I he) im ited people to ~u I >mil photographs ol themselves, giving on the hack their name and favoi ite programs. The Btation broadcasts the pics as 10 second 1 1 ) with the comment "Mrs. Jane Doc says bet favorite Channel 3 program is the Steve \llcn -how . . ." I he promotion brought in B Hood of calls from people who wondered when their pictures would be -how ii. Kudos: WCAU AM-TV, Philadelphia and WCKT. Miami, are the recipients of the Radio-Television News Directors Association "Distinguished Achievement" award for outstanding new stories. The award mark the second time station \\ C \l has been so honored. WCKT earned the award foi its "Whispered Menace" film, a Stud) of the sex offender problem. People on the move: Richard I). Cross, manager ol programing for \\ DS1 -TV, New Orleans . . .J. Reginald Miller, national sale niana^ei for KOMO. Seattle . . . Sliann Murphy, national sale manager for KT\ I. St. Louis . . . Sterling Zimmerman, genera] sale manager for KLFY-TV, Lafayette, La. . . . Charles E. Hinds, program director for WXIX, Milwaukee . . . Kenneth K. Chernin. promotion direct, n |,,i the radio-television division of Triangle Publications. Philadelphia. RESEARCH 'I\B reports the results of its special study on how the commercials ot a single television show after! ^ iewers. The -how : the Edsel special CrosbySinatra program of 13 October. Research showed that a single t\ program can ' 1 I increase consumer knowledge ol the pi odui t and 2 ere ale a I i'. ..i able all itmle toward the pi mini I Qualitatn e Research, Ini carried i. Ill the -ll|il\ foi fVB I lltel \ l> , done in eleven markets ami was ■ irried on just before and iftei the ram w enl ■ in t he air. Some ol the findings i • Ovei tin ee 1 1 mea as man) \ ic* era a non-viewers spontaneous!) n i ioned the I dsel push button trans mission a feature of the i ommen ial • \\ here a feature was spei ifi< all pointed out, 58. 1 ' i of ^ iewers i ould give correct infoi mation aboul it as ■ ompared h ith _' I •':' , of non-i iewers. • I a\ orable rea< t ions to the i si were made b) ''7..':' 1 ol program \ iew ■ ers, in contrast h ith '-''.I ' i of non\ iewers. T\ l> \m man ( a-b <\ ablate the stud) this way: "At last, adi ertisers have a technique for measuring the basic effectiveness "f theii advertising. . . . If \ mil te|e\ ision advertising is in -e|| your product, it must make people like what you base foi -ale. I hi i* jusl what the Edsel program did fm lil-el." J\\ I Jack K. Green, before the V.K.K. Third innual ( onference, cited these current need in radio audience research: ili \ count of the out-of-home au illeni e. i J i I )i-ti ibut i"n of the radio audiem e among t\ and non-ti home-. i 3 i Differences in radio and t\ set use habit obtaining within the various soi i"-ei onomii groups of t\ households. "This type of information, -a\ ( rreen, "is essential toda) , in ordei to isolate the full effo t of radio in exposing the advertising messages to individuals who are not available at the time the tv mess being displayed on the li\ ins room set Frank G. Stisser, Jr.. has been made president and W. Brnee MeEwen, ative \ ii e-president, of C I Hooper, Inc. James I.. Knipe, retiring pi dent, will devote full time to personal business interests, with an occasional i onsulting assignment in the field of finance oi general economics. ^ SPONSOR 23 NOVEMBER 10.i, 75