Sponsor (Sept-Dec 1958)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

SPONSOR ASKS (Cont'd from page 54) air sports or comedy. This is based on the fact that in the Metropolitan New York area with millions of people, there is a sizable percentage interested in different types of programing. We have pioneered in the presentation of personalities. Nightbeat, a program that singlehandedly altered the interviewing technique, was a natural for a local station. We are continuing to present programs that take advantage of the geographic location of our tv station — New York City, a place that boasts of the greatest array of interesting people in the world. The well-handled interview giving an insight into the personality of celebrities and real people is a must. We have developed a public service and journalism documentary approach of which we are most proud. Within a single year we have presented such special programs as the live coverage of the Senate Labor Racket Hearings; the much lauded Operation Heart Saver, which televised a heart operation before live cameras; Portrait of the USSR, a six-part documentary series, presenting the most complete essay on Russia seen on television ; and still another documentary currently being shown on the Middle East crisis. Dick Woolen, film director and assistant prof;ram director, KTTV, Los Angeles Ignore networks, program for L.A. vieivers KTTV in Los Angeles does not program against the three network outlets. Just the opposite. KTTV programs only for Los Angeles viewers, scheduling shows at the time and day that we believe Southern Californians want to see them — not at a time and day convenient for the nation as a whole. A tv program is more subject to localized preferences than any product ' that has ever been merchandised. All television is local to the viewer, for he dials a local station and chooses between local stations. We proved this to our satisfaction during a recent survey among 30,000 viewers which showed that only a small percentage could correctly identify the network, or even the station. Viewing preference is different in Los Angeles from the East where the majority of national programing decisions are made. The reason is that the seven Los Angeles stations developed wholly on their own. During their first three or four years — the formative years — there were no microwave connections with any other community. The stations, competing fiercely for their share of audience, adapted themselves to local habits and tastes since all their resources and all their ingenuity were directed only toward winning the local audience. Los Angeles is a unique example of the force and effect of localized television. For example, the highest rated program in Los Angeles so far this year has been a KTTV presentation— the station's coverage of the "Miss Universe Contest." The 48 rating and 80.8 share of audience (ARE) at 11 p.m. was a fantastic 8.9 times that of the three network stations totaled together and more than four times that of all six other competing stations added together. Closest competition was nearly 45 rating points behind. Specifically, KTTV will this fall program for Los Angeles viewers such syndicated properties as Highway Patrol and Citizen Soldier. It will continue to bolster its daytime syndicated shows — My Little Margie, Topper, Frontier Doctor — with such popular Los Angeles personalities as Jackson Wheeler, Sheriff John, etc. hosting the programs. It will continue to program George Putnam and the News twice daily and Paul Coates 10:15 Confidential File nightly. Its MGM movie library will be utilized for nightly First Show and Second Show at 10:40 p.m. and 12:10 a.m. And it will present for the first time on tv in the Los Angeles area such films as National Velvet, San Francisco, The Green Years, etc. It will video tape college football games played in Los Angeles for telecasting the following day; it will present the remaining Los Angeles Dodgers baseball games played in San Francisco and microwaved to Southern California and it will program in the early afternoon NTA's TV Hour of Stars. KTTV will continue its hourlong Divorce Court. And it will schedule its programs at the time and day preferred by Southern Californians. |\>'1f**% i^^^^%mHM^ :*!ii? If you're measuring size of metropolitan markets, Fort Wayne ranks 108th. If you're measuring spot radio, WOWO, located in Fort Wayne, covers tiie 37th Radio IViarket . WOWO is the only medium that covers the 2,285,720 people in this rich 56-county market. If you're buying top radio markets, you must include . . . ®A)©WESTINGHOUSE BROADCASTING COMPANY, INC. •Broadcasting, December 16, 1957 SPONSOR • 6 SEPTEMBER 1958