Sponsor (Jan-Apr 1958)

^ SPONSOR Tv tape: new vistas and problems ^ But CBS strike is just the first round in labor struggle as the unions sense deep economic changes in the future ^ Tape promises residuals for live shows, a new way to improve commercials, new opportunities for the station ^Lvery technological innovation carries within it harbingers of change that are good for some and somewhat disappointing to others. This week it was apparent videotape was in such a class. The strike of the International Brotherhood of Electrical Workers aganist CBS, though not due to tape alone, focused attention on the likelihood of momentous changes in tv. While the snarled issue of union jurisdiction remains cloudy and uncertain, other facts about tape are becoming clearer: • It dangles the lure of residuals before producers of live programing. • It offers the networks an economical method of producing groups of shows together (a specter of which gives union leaders sleepless nights) • It provides stations with a readymade technique for producing com mercials via studio and camera meth ods they already are familiar with. And that doesn't make producers of film commercials, particularly smaller firms, terribly happy. With 26 Ampex videotape recorders delivered to stations, production of commercials on tape is now an accomplished fact. • But on another front, it offers producers of film commercials an added dimension, rather than a competitive medium to film. However, it appears likely that, in the future, substantial numbers of commercials, which might otherwise be put on film, will end up on tape. This will happen not only because of tape's economy but because of tape's miraculous ability to be played back instantaneously. (It's been pointed out more than once that the economy of tape can be deceptive if the client becomes overlyentranced with the possibilities of shooting and playback ad infinitum.) • To the advertiser, tape comes primarily as a boon. It gives him (1) still another way of improving his tv sales message, (2) the prospect of residuals in certain programing cases, (3) the hope of more economical programing on network television. • The networks, of course, are already well supplied with tape for network repeats during daylight saving time. Starting tomorrow (27 April), all three video webs will set tape machines in motion to provide programing at the same local time in nearly all tv markets as it is aired during the winter season. At presstime, NBC was expecting momentarily the first of six RCA color tape machines for DST use in Burbank. The promise of residuals for live programing now appears particularly strong in the area of dramatic shows — because the rerun potential of dramas is great. Outlook for drama Particularly promising is the outlook for daytime network dramatic strips. The once-burning issue of whether the added cost of filmed dramatic strips could be recouped and a profit pocketed, too, has become academic. Sponsors like P&G and American Home Products can look forward, once union jurisdictional problems are solved, to re-use values from shows produced live or in a "live" manner. As for network programing in general, the potential economy of tape has already ignited the explosive union situation. The IBEW strike was a reflection of union fears regarding unemployment in two areas: (1) that resulting from network taping of groups of shows together (taping weekend network shows during the week is one possibility), (2) that resulting from network shows taped by outside film firms, in which case IBEW's rival, the International Alliance of Theatrical and Stage Employees, would have jurisdiction. CBS has borne the brunt of these Commercials are being produced via videotape at KGW-TV, Portland, Ore. Standing by machine is Walter E. Wagstaff, manager SPONSOR • 26 APRIL 1958