Television digest with electronics reports (Jan-Dec 1955)

16 Not on agenda of NARTB convention, apparently still as far off as ever, is matter of a continuing market-by-market or county-bycounty census of TV homes acceptable to all segments of the industry. Though it’s one of industry’s real needs, NARTB officials deny dawdling — but fact is that it has been in the works now for 3 years and only action thus far has been to have Politz undertake pre-test methods and make pilot studies in undisclosed markets. Next step is another progress report, to be submitted to TV board at June 23 meeting in Hot Springs, Va., and at the convention pres. Harold Fellows is expected to repeat “hope” that a workable system will be in operation before the 1956 convention. Some of the leading research people in the industry now frankly say they think the project may die aborning, and at the moment they don’t seem overly concerned. The telecasting industry is so vital, time so scarce on networks and major stations, outlets so few, jobs for sponsors so well done on TV, that agencies simply take-or-leave the network figures (covering their affiliated stations), the figures claimed by stations, or other proffered statistics. Networks don’t release their figures. Station estimates are carried in some trade journals — “certified”. Some big agencies, like J. Walter Thompson, which conducted 4 surveys on “Where the Sets Are,” covering only metropolitan trading areas of 340 top markets, compile their own figures. Last county-by-county census released by NBC was dated May 1, 1953, covered radio as well as TV ownership; one by CBS was dated Nov. 1, 1953, based on a Nielsen study. Since then. Television Magazine has been publishing monthly projections which have been gaining considerable acceptance. Another index to gains in audience, but by no means synonymous with sets-in-use, is monthly report by RETMA on shipments to dealers; it’s released by states only, though compiled on county-by-county basis, with latter figures not for publication. NARTB research mgr. Richard M. Allerton is in charge of the long-projected all-industry census which, it had been expected, would be backed by the networks, RETMA, AAAA, ANA. Committee has Robert D. Swezey, WDSU-TV, New Orleans, as chairman, and members are Hugh Beville, NBC; Donald Coyle, ABC; Oscar Katz, CBS; Edward Eadeh, DuMont; James Anderson, Crosley; Campbell Arnoux, WTAR-TV, Norfolk; Richai-d Borel, WBNS-TV, Columbus; Kenneth Carter, WAAM, Baltimore; Clair R. McCollough, WGAL-TV, Lancaster; J. Leonard Reinsch, WSB-TV, Atlanta; Donald Thornburgh, WCAU-TV, Philadelphia; Lee Wailes, Storer. First “permanent” CBS-TV affiliates advisory board was elected at convention in N. Y. May 19, each member to serve 2 years: Howard Lane, KOIN-TV, Portland, Ore., chairman; Richard A. Borel, WBNS-TV, Columbus, secy.; Paul Adanti, WHEN-TV, Syracuse; Glenn Marshall Jr., WMBR-TV, Jacksonville; T. B. Lanford, WJTV, Jackson, Miss.; Bruce McConnell, WISH-TV, Indianapolis; Wm. B. Quarton, WMT-TV, Cedar Rapids; Clyde Rembert, KRLD-TV, Dallas; James Russell, KKTV, Colorado Springs; Rex Howell, KFXJ-TV, Grand Junction, Colo.; Frank E. Busby, WTVY, Dothan, Ala. CBS ncwsfilm div. named supplier of film news coverage of North & South America and Far East for Independent Television News Ltd., British service headed by Aidan Crawley to seive upcoming commercial Independent Television Authority. Screen Tests to Order luc., 550 Fifth Ave., N. Y., set up as companion service to Stock Shots to Order Inc.’s TV film dept., headed by Raymond Pheclan. ABC has been in the black since first of yeai', and second-quarter earnings will be substantially higher than same period of 1954, thanks mainly to TV billing.s, AB-PT pres. Leonard H. Goldenson reported to stockholders at May 17 annual meeting. He said TV network time sales booked thus far this year exceed total for all of 1954. ABC in past year has “gained increased stature as a major network,” he stated, citing such upcoming new programs as Mickey Mouse Club, Warner Brothers Presents & Bishop Sheen’s Life Is Worth Living (shifted from DuMont) and sponsorship renewals as “evidence of greater critic, public and sponsor acceptance and the ability to deliver audiences through improved ratings.” Goldenson reaffirmed the company’s interest in phonograph & electronic fields; it’s still surveying prospects of entering record field, and holds one-third of Microwave Associates, Boston. Upward trend of 1954 in movie business is continuing, with earnings for first 17 weeks running well ahead of similar 1954 period, though second quarter is seasonally weak because of lack of good pictures. AB-PT expects to complete required theatre divestiture program by Sept. 3, then will “give consideration” to purchase of additional theatres. (For Goldenson’s remarks on subscription TV, s^ p. 4.) “Children’s programs are improving every year,” according to survey of TV in all 48 states by General Federation of Women’s Clubs, which expressed regret, however, that most of them “seek only to entertain.” As reported by Federation’s communications dept, chairman Mrs. Dexter 0. Arnold, huge 500-woman survey and monitoring operation found; (1) Amount of objectionable language on children’s programs is “insignificant in comparison with the amount of inspiring language.” (2) “Children’s programs seem to have neglected opportunities for presenting material of educational value. [The] problem is not what they present, but what they fail to present.” (3) Early-evening shows “best meet the challenge of elementary school children,” but there’s lack of material for junior high age group. (4) Shows most consistently approved: Disneyland (lOOVi ), Howdy Doody, Pinky Lee, Movie Marshal. Urging FCC to defy Pentagon’s unwritten ban on towers higher than 1000 ft.. Broadcast Bureau this week recommended that KSWS-TV, Roswell, N. M. be permitted to build 1610-ft. tower at new location despite opposition of military representatives on Washington Airspace Subcommittee (Vol. 11:11). Broadcast Bureau argued that military & civil aviation spokesmen appearing at FCC hearing on the tower proposal presented no evidence that new tower’s height and location would make it a hazard, and pointed to evidence that present location is greater hazard than proposed one. ABC-TV will begin colorcasting “only when color TV becomes commercially feasible and enough sets are in the hands of the public,” AB-PT pres. Leonard Goldenson told stockholders meeting this week. He pointed out that Disneyland and Warner Bros. Presents series are being filmed in color for eventual re-runs on color TV. Out-of-court settlement of $1,000,000 suit against NBC by John J. Dickerson, ex-New Jei-sey GOP chairman, was reported “for a substantial amount” May 17, one day after case went to trial. Defamation suit resulted from 5 Robert Montgomery newscasts in 1952 dealing with state probe of gambling and corruption in Bergen County. Headquarters of Television Digest during the NARTB convention are Suite D-615-17, Shoreham Hotel. Visitors are cordially invited.