Television digest with electronic reports (Jan-Dec 1954)

Record Details:

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II Stslion AcCOUnis: “Bargain basement” buys of one min. partic. at $383, low as some radio rates, are offered by WAEC-TV to encourage sponsors to use its Good ' Morning Show (8-9 a.m.> as “tryout” for commercials for national markets. In addition, producer John Moses offers j to cut kine of any one-min. commercial for only $40. Cur 1 rent sponsors are Cal-Grove Frozen Lemonade, thru Foote, Cone & Belding, and Doehla Greeting Cards, thru Schwab & Beatty. Canada Dry will start within 2 weeks to test acceptance of new low-calorie drink. Glamor, thru J. M. I Mathes . . . Case examples of spot sponsorships of children’s programs and their com.mercial impact are cited in Edward Petry & Co.’s latest survey, titled And a Little I Child Shall Lead Them — To Your Product. One case: I Bauer & Black (first aid supplies) bought 2 one-min. spots in weekly Jimmy’s Junior Jamboree on KSTP-TV, St. Paul, offered free coloring book with each Curity item in I color contest; after 8 spots, 2249 entries were counted . . . Imperial Pearl Syndicate, Chicago, to use TV-radio with other media in $250,000 campaign, including national conI test with prizes (cash, trips, cultured pearls), thru Irving J. Rosenblum Adv., Chicago . . . 20th Century-Fox will use TV-radio heavily in big advance promotion for latest I CienmaScope production The Egyptian . . . Ohio Oil Co. buys Official Films’ Secret File series for 12 midwest mar1 kets, thru N. W. Ayer . . . Among other advertisers reported using or preparing to use TV : Autoette Inc., Long Beach, Cal. (Autoette electric vehicles), thru Richard N. Meltzer Adv., San Francisco; Bon Bon Corp., Beverly Hills, Cal. (De Cicco Cheekos ice cream bon bons), thru Hilton & Riggio, N. Y.; National Biscuit Co., N. Y. (MilkBone dog food), thru Kenyon & Eckhardt, N. Y.; Trenton Foods Inc., Kansas City, Mo. (Dinner-Time pot pies), thru Gardner Adv., St. Louis; Hinze Ambrosia Inc., N. Y. (Ambrosia facial cleanser), thru Friend, Krieger & Rader, ' N. Y.; Revlon Products Corp., N. Y. (Silken-Net hair spray, Love-Pat makeup), thi’u Sullivan, Stauffer, Colwell & Bayles, N. Y.; Appalachian Apple Service, Martinsburg, W. Va. (apple growers association), thru Lewis Edwin Ryan Adv., Vv’^ashington ; Kasco Mills Inc., Waverly, N. Y. (Kasco dog ration), thru Clark & Bobertz, Detroit; Oscar Mayer & Co., Madison, Wis. (meat packers), thru I Arthur Towell, Madison; American Chicle Co., Long Island ‘ City, N. Y. (Beemans gum), thru Ted Bates, N. Y.; American Dietaids Co., Yonkers, N. Y. (Frenchette salad dressings), thru Harry B. Cohen Adv., N. Y.; Bendit Merchan* dise Corp., Cleveland (Tempo disposable handkerchiefs), thru Hilton & Riggio, N. Y.; OdorAire Inc., Wichita, Kan. (Odor-Aire household deodorant, moth & roach block), ' thru Lago & Whitehead, Wichita; Pyramid Life Insur' ance Co., Kansas City, Kan. (life, accident & health insurance), thru Simmonds & Simmonds Co., Chicago; Lantheaume Inc., San Francisco (Diller German coffee ex' tender), thru Umland-Eastman-Becker, San Francisco; Battery Products Co., Oakland, Cal. (Arro Lyte batteries), f, thru Ad Fried Adv., Oakland; Sierra Redwood Awning div. » of Becklund Corp., Sunnyvale, Cal. (redwood awnings), thru Long .A.dv., San Francisco; Anheuser-Busch Inc., thru • D’Arcy Adv., St. Louis. Novel uhf-vhf combination is that of WKNA-TV, ' Charleston, W. Va. (Ch. 49), and upcoming WOAY-TV, ' Oak Hill (Ch. 4), due on air in latter Sept., whereby they’ll be sold only in combination at $300 base rate — except for ' “very local” business. Neither is to be satellite, for both will retain oidgination facilities, though duplication will ' I be minimized. Joe L. Smith Jr. owns WKNA-TV, has option to purchase 40% of WOAY-TV, owner of which is i Robert R. Thomas Jr. Combination is only one of its I kind, and ABC-TV has tentatively agreed to list the 2 as I 7 Entree of tv cameras into forbidden areas of legislative and judicial proceedings may not have advanced this week — but industry certainly did itself some good by making known its case for equal access with other media, reaped fine harvest of publicity from newspapers, auguring well for future modification of restrictions. TV-radio didn’t get to first base in efforts for live coverage of McCarthy censure hearings starting Aug. 30. Sen. Watkins (R-Utah), chairman of special Senate committee which will hear charges, turned thumbs down on request of Radio-TV Correspondents Assn, for reconsideration of ban on TV cameras, radio microphones, movie cameras & tape recorders. And it didn’t make any tangible headway at American Bar Assn, convention in Chicago, where “Canon 35” of ABA code, which condemns TV-radio coverage of court sessions (but doesn’t prohibit it) was left unchanged. But industry did go on record quite vigorously at ABA parley. Judge Justin Miller, former NARTB chairman and onetime Federal Court of Appeals justice, pleaded industry’s case in panel — with able assistance from Alexander F. (Casey) Jones, exec, editor of Syracuse (N. Y.) Herald-Joumal (Newhouse). Judge Miller called Canon 35 “an improper attempt to invade the area of judicial discretion in the control of courtroom conduct,” said decorum of courts would not be impaired by TV cameras, citing recent dignified telecast of trial by WKY-TV, Oklahoma City. Jones declared restriction on picture-taking and broadcasting in courtroom is a “protest against democracy itself.” He added “it is typical of the legal profession that it completely ignores the people and their right to know in considering court proceedings or any other matter.” He also predicted that someday Supreme Court sessions would be televised as great service to Americans in helping them to understand their government. Speaking for bar. Federal Judge George H. Boldt, Tacoma, said TV & radio “involve some confusion, however skillfully accomplished by modern equipment” and thus divide attention of •witnesses. Another defendant of bar, Louis Waldman, pres, of Brooklyn Bar Assn., said restrictions on TV-radio are necessary “to prevent such trials from degenerating into circuses.” Judge Boldt’s view was subsequently supported by Judge Harold Medina of N. Y., who said timid witnesses would be frightened by the lights and bolder witnesses would take advantage of them to pose before public. Though it didn’t act on Canon 35, ABA did adopt code of “fair play” for conduct of Congressional hearings, in which any witness would be given right to forbid TV or radio, provided he notified committee of his desire “a reasonable time prior to the hearing.” Congressional committees now generally follow wishes of ■witnesses 'with respect to TV & radio. ■ Study of international TV and other communications under aegis of Congress was doomed this week when Senate-House conferees failed to appropriate the $125,000 proposed by Senate for a 9-member Commission on Governmental Use of International Telecommunications (Vol. 10:30-31). Though Congress passed bill setting up Commission, and it was signed by President, organization exists only on paper until funds are appropriated. Reason given for conferees’ failure to vote money was that funds weren’t provided for in budget. Presumption is that staunch proponents of study such as Sens. Wiley (R-Wis.) and Hickenlooper (R-Iowa) will fight for funds next year. NBC-TV affiliates hold convention in Chicago’s Drake Hotel, Aug. 30-31, with Chairman Sarnoff and President Weaver heading big delegation of executives. Color plans are expected to figure prominently in discussions.