Television digest with electronic reports (Jan-Dec 1956)

7 Network Accounts: Gillette this week informed NBC-TV it’s not interested in paying $3,000,000 for sponsorship of World Series when new contract is negotiated starting in 1957. Baseball Commissioner’s office, at behest of players (who will get 60% of World Series TV receipts), reportedly is seeking $3,000,000 per year for the rights. NBC spokesman said it was extremely doubtful that it would bid for rights at that price — especially in view of Gillette’s position . . . Shulton Inc. (toiletries), emphasizing special programs, to sponsor Ed Murrow’s next 2 See It Now shows on CBS-TV, both titled “Report from Africa,” Mon. April 23 & Thu. May 17, 10-11 p.m., and Victor Borge Show on CBS-TV June 14, Thu. 10-11 p.m., thru Wesley Assoc., N. Y. . . . Maybelline (eye makeup) to sponsor film coverage of Grace Kelly wedding on CBSTV April 21, Sat. 11-11:30 p.m., thru Gordon Best Co., Chicago . . . Texaco to cancel Jimmy Durante Show on NBC-TV this fall as result of wrangle over whether shows should be live or on film . . . Polaroid Cameras buys Mon. segment of John Daly & the News on ABC-TV starting in May, Mon.-thru-Fri. 7:15-7:30 p.m., thru Doyle Dane Bernbach, N. Y. . . . General Foods (Jello) buys 3 partic. a week on Aftemioon Film Festival on ABC-TV starting April 23, Mon.-thru-Fri. 3-5 p.m., thru Young & Rubicam . . . Squirt Co. (soda) buys one partic. a week for 4 months starting in June on NBC-TV’s Today, Mon.thru-Fri. 7-9 a.m., thru Fletcher D. Richards Adv., Los Angeles . . . Plymouth to cancel Wed. & Fri. segments of John Cameron Swayze’s NBC News Caravan on NBC-TV, effective June 29, Mon.-thru-Fri. 7:45-8 p.m. . . . Chrysler buys East-West Shrine football game from San Francisco Dec. 29 on NBC-TV, thru McCann-Erickson. “Poet laureates of confusion” — that’s Ted Cott’s description of various program rating services. Addressing Women’s Ad Club of Washington April 5, the v.p.-gen. mgr. of WABD, N.Y. & WTTG, Washington, said: “Adolf Hitler was considered a master of genocide, but he was a bum compared to TV ratings. A difference in one decimal point can represent the loss of 1,000,000 people.” He stressed necessity of developing uniform measurements for program ratings. Rate Increases: WFLA-TV, Tampa-St. Petersburg, raises base hour from $500 to $600, Class AA min. only rate from $125 to $150. WDEF-TV, Chattanooga, raises base hour from $400 to $450, min. $90 to $100. WLOS-TV, Asheville, N. C., raises hour from $300 to $400, min. $60 to $80. KOAM-TV, Pittsburg, Kan., raises hour from $250 to $300, min. $50 to $60. KCKT, Great Bend, Kan., raises hour from $225 to $250, min. $20 to $50. Assn, of American Railroads should launch $100,000,000 all-media campaign to promote greater use of railroads, suggested Robert Young, chairman of N.Y. Central and Chesapeake & Ohio. Spokesman for Benton & Bowles, AAR agency, said it would be interested in sponsoring a TV program if suitable show & time period could be arranged. Show business attorney Henry Jaffe this week resigned posts as counsel for AFTRA and its New Yox'k local. He’s held both positions since AFTRA was organized nearly 20 years ago. He said he wants to devote more time to his law firm’s activities in Showcase Productions Inc., which produces NBC-TV’s Producers’ Showcase color spectaculars. It’s known, too, that his dual AFTRA attorney role has become increasingly difficult because of disagreements and differences between boards of national union and N. Y. local. EDUCATIONAL CLOSED-CIRCUIT TV is guardedly endorsed in report submitted April 6 to President Eisenhower by Committee for the White House Conference on Education, with the caution that such teaching aids must be judged on basis of their suitability to the local school situation and that experimenters should remember that education of children is primary goal. The 195-p. size-up of nation’s educational problems and possible remedies included these comments on teaching by TV : “Justifiable opportunities to extend the services of a teacher to a larger number of pupils should he sought, tested and evaluated. The use of modern radio & TV techniques — wherever and whenever compatible with financial resources — should be explored. The responsihility for research and experimentation in this area rests primarily with school administrators, but committees of teachers, parents and other local groups should participate in the formulation of plans and the execution of experimental steps. “The support of agencies heyond the local district — foundations, state depts. of education, the U. S. Offifte of Education, professional groups of teachers, groups of lay citizens — should be invited and encouraged. Since education goes forward in more than 50,000 local districts, however, and since conditions and resources vary so widely, the final evaluation of proposals should always be made locally. “Experimentation and research should be unhampered by any existing assumptions and practices. But the primary goal, the education of children, should be carefully guarded in every case. In addition, full advantage should be taken of this opportunity to enhance the status of teaching — an important step in alleviating the teacher shortage.” Nationwide committee drafting the report was headed by pres. Neil McElroy of Procter & Gamble Co., with President Eisenhower as honorary chairman, and Health, Education & Welfar.e Secy. Folsom and U. S. Commissioner of Education Brownell as vice chairmen. Among committee’s 34 members were CBS chairman Wm. S. Paley and Sylvania chairman Don G. Mitchell. Churches are expressing interest in closed-circuit TV, according to General Precision Lab, which has been lending them equipment for special events. Use of GPL closedcircuit gear was made by 2 churches on Easter Sunday — to accommodate overflow crowds at All Souls Unitarian Church in New York City, and at Manhasset, N. Y. Congregational Church. In both places, large-screen projection receiver was installed in parish hall, relaying video and sound to congregation’s overflow. Similar use of GPL closed-circuit gear was made March 25 by First Presbyterian Church of Germantown, Pa., and April 6 by Central Synagogue of Nassau County, Rockville Center, N. Y., to relay to over-capacity audience a special performance by West Point Choir. Another novel religious use of GPL closed-circuit recently overcame the problem of distance between choirmaster and his choir. Location was Keneseth Israel Temple, Philadelphia, where choirmaster also played organ in organ loft, while choir itself sang from main floor. Vidicon camera was focused on choirmaster, who led singers by means of monitor mounted inconspiculously in front of choir. CBC Board of Governors at March 28 meeting recommended grant of Ch. 6, Victoria, B. C., to David M. Armstrong, operator of CKDA, turning down application of International TV Corp. Ltd. Also recommended were power boosts to CFRN-TV, Edmonton, Alta, to 180.3-kw; CKCK-TV, Regina, Sask. to 100-kw; CJIC-TV, Sault Ste. Marie, Ont. to 28-kw.