Television digest with electronics reports (Jan-Dec 1954)

12 advertising Research Foundation. 11 West 42nd St., N. Y., this week came up with 22 recommendations for rating services seeking most accurate way to measure audiences. Releasing summary of study of its TV-radio ratings review subcommittee — called “the Kinsey report of the TV industry” by committee chairman E. L. Deckinger of Biow when parts of it “leaked” into print 2 months ago (Vol. 10:42) — ARF said study was “starting point” for improvement of ratings. Study was financed by ARF members and was prepared by subcommittee of Deckinger, G. Maxwell Ule of Kenyon & Eckhardt, and Donald W. Coyle, ABC. Report says unit of measurement should be the household, and measurement should report the number of sets in household, the average instantaneous audience, number of households reached, audience characteristics, audience size for specific segments of program. It says measurement should be based on probability sample, should be reported for each commercially sponsored segment of program, should take in all broadcast hours from 6 a.m. to midnight. Ratings reports should be available within month of last measured broadcast. “We are confident that the practitioners will continue to develop improvements that will bring us ever closer to the common objective of better knowledge about audience sizes,” report said. “In setting high standards, your committee appreciates that, for the present, there will be a gap between objective and attainment. What is very desirable may, at least at our present level of knowledge, be unattainable at reasonable cost.” Report studied methods of the 6 leading rating services— American Research Bureau, Videodex, Nielsen, Pulse, Trendex, Hooper. None was termed wholly adequate. Are “Play Marco” and similar bingo-type programs lotteries? FCC wants to know, has asked KTLA, Los Angeles, which carries “Play Marco,” to explain why it isn’t — while holding up station’s license renewal. Commission has studied other such programs, will direct same kind of questions toward other stations when their licenses come up for renewal. Several stations have asked Commission for advisory opinion on the programs, haven’t received answer yet. Rare action of FCC, initiated only 2-3 times in its history, was to authorize formal inquiry into sabotage of equipment of KPIX, San Francisco (Vol. 10:51). Commission stated that damage may have been committed by persons holding FCC operator licenses, who are thus liable to suspension of licenses or criminal prosecution. Inquiry involves hearings before FCC examiner, who will be designated later. Donald W. Reynolds’ Southwestern Publishing Co. is buying CP for KNAC-TV, Fort Smith, Ark. (Ch. 5), paying $50,000 for expenses incurred by latter, in order to switch uhf KFSA-TV (Ch. 22) there to vhf. Reynolds and KNAC-TV principals (H. S. Nakdimen group & George T. Hernreich with 50% option) agree market won’t support 2 TVs, gave up plans for merger because neither Reynolds or Ch. 5 CP-holder would give up radio outlets. Reynolds also controls KZTV, Reno and KLRJ-TV, Henderson-Las Vegas, Nev., latter due on air by Jan. 1. He also publishes Fort Smith Southwest American and TimesRecord and other southwest newspapers and operates radios KNAC, Fort Smith & KRBS, Springdale, both Ark., and KHBG, Okmulgee, Okla. New RCA-NBC executive changes are due to be announced after Jan. 7 board meeting, including probable shifting of Mannie Sacks from RCA staff v.p. & gen. mgr. of RCA Victor Records Div., to a top-ranking position with NBC-TV. Also in works is probable elevation of George Y. Wheeler to RCA corporate representative in Washington. Wheeler is presently asst, to NBC Washington v.p. Frank M. Russell, who will continue in that capacity. Sale of CP for KQXI, San Jose, Cal. (Ch. 11), approved by FCC this week, leaves pres. A. T. Gilliland sole owner. Purchaser was Sunlite Bakery, owned by Gilliland, which paid KQXI’s 36 stockholders $50,650 (Vol. 10:41). Also approved this week was $160,000 sale by KOAT-TV, Albuquerque, of radio KOAT and KRSN, Los Alamos, to Sunshine Bcstg. Co., KOAT-TV owners stating desire to concentrate on TV (Vol. 10:50). Severe earthquake which rocked northern Californiasouthern Oregon this week — centering in Eureka, Cal. — came while KIEM-TV (Ch. 3) was off air. It was able to sign on at usual time thanks to own auxiliary power generator. There was no damage to tower. Radio stations KIEM & KHUM were off air for little more than an hour. One application this week: WROK, Sunbury, Pa., seeking Ch. 38, proposing to build for $82,000, buying most of equipment from defunct WCHA-TV, Chambersburg, Pa. (Ch. 46). Applicant (Harry H. Haddon, pres.) also publishes Sunbury Daily Item, had previously applied for Ch. 65 but dismissed Feb. 19 of this year. STOP-PRESS BULLETIN Horace L. Lohnes, 57, partner in Washington law firm of Dow, Lohnes & Albertson and pioneer in practice of TV-radio law, died of coronary thrombosis night of Dec. 23 at Doctors Hospital, Washington. Survivors include his wife, Thelma; a daughter, Roberta Lee; brother, George M. Lohnes, Washington consulting engineer. NEXT TV FACTBOOK— PRE-PRINT ORDERS SPRING 1955 edition of our TV Factbook, which has become a sort of “World Almanac” of the entire TV-radio industry, will be off the presses week of Jan. 17 — the 20th semi-annual volume containing basic data on all U. S. and Canadian stations & networks (including digests of rate cards), lists of TV stations throughout the world, complete allocation tables and tabulations of CPs outstanding and applications pending for new stations, with details on principals involved, facilities, etc. The Factbook’s new features are lists of color-equipped stations, list of Armed Forces TV stations around the world, a directory of British TV-radio & tube manufacturers — and a new and handier Index to Contents. All reference departments are brought up to date — such as the directories of stations, national sales representatives, advertising agencies, program producers & syndicators, set & tube manufacturers, the FCC, TVradio attorneys, engineers & consultants, laboratories, etc. Also updated are the various statistical references relating to TV & radio time sales, set & tube production, shipments, inventories, financial status of major electronic manufacturers, etc. There are other features, too, including a revised copy of our 43x29-in. Map of TV Cities and interconnections, in color, suitable for mounting. One copy of the semi-annual Factbook goes to each of our fullservice subscribers. Extra copies, if pre-print orders for 20 or more are placed by Jan. 10, cost $1.50 each; single copies, $4.00.