Television digest with electronics reports (Jan-Dec 1956)

4 v/hich made grant of $38,000 — its first in foreign TV field — to be used for basic equipment in vocational training in TV-electronics engineering. U.S. Govt, is expected to provide station operation experts under technical assistance program. And the new outlet is expected to join the worldwide network of TV stations telling the story of the United States through Voice of America programming. As in other undeveloped countries, Lebanon's first need is for education and jobs — entertainment TV can come later, or in hours when station isn't needed for education. Their eyes on the Lebanese pattern, more and more coiantries are now thinking of TV — not as an entertainment luxury, but as an educational necessity. Serious interest in starting educational TV systems is being shown now by govts, of Pakistan, Indonesia, Egypt, Iran, Nationalist China — even Belgian Congo. One of the chief missionaries for the educational approach to overseas TV is Voice of America deputy director Robert Button, former NBC-TV account executive, who calls educational TV "the key to an electronic boom the world around." "We can put educational TV in any city with a iiniversity any place in the world," he says. "And wherever there is a teacher shortage, the idea is taking root." He looks upon U.S. equipment makers as unofficial ambassadors for American policy. "The infantry in this operation is the man who goes to the government concerned and sells it on the idea of TV as an educational tool." If American equipment is used, and U.S. Govt, approves final plans, foreign countries may qualify for ICA grants and technical assistance. The approach to U.S. for foreign aid must be made by the foreign government itself. First educational TV station in middle east is British-built, but its programming will be supervised under American auspices. It's Iraq's first station, supplied by Pye of Britain, which went on air this week in Baghdad. Iraq Govt, found itself without know-how to operate station, called on U.S. Govt. ICA dispatched Vance Hallack, ex-NBC, as TV consultant to Iraqi Govt., to help get station going, train personnel, etc. Of course, U.S. hopes Iraq will use some VOA programming. A NIGHT TO RENENBER'-WHAT HAPPENED? A_ humbling reminder that no one can predict how the viewing public will react was the rating of May 2 repeat performance of Kraft TV Theatre's superb dramatization of Walter Lord's "A Night to Remember." If you place any stock in ratings, the audience drop-off between first and second showings of the dramatic account of sinking of the Titanic constituted a Madison Ave. debacle. The 15-city Trendex: March 28 performance, 28.9; repeat, 18.9. Relatively small audience was surprising since original show received more raves from critics than any other TV drama this year. It was ballyhooed by fullpage ads placed in newspapers in 10 cities by J. Walter Thompson agency, and by ads on TV pages of major newspapers by sponsor, on day of repeat showing. Results contrast sharply with ratings of some other repeat experiments. Last year's live repeat of Rod Serling's "Patterns" on same show 3 weeks after the first performance achieved Nielsen rating of 30.4, down only slightly from 31.6 of original showing (Vol. 11:7). On Disneyland show, re-run film segments have out-rated the initial performances, sometimes even on third showing. Among possible explanations for disappointing "second-day" audience, producer J. Walter Thompson Co. gives greatest credence to theory that too much time elapsed between initial performance and repeat (5 weeks) to harness impact of word-of-mouth advertising. Other factors which may have contributed; (1) Daylight Saving Time began during interval between the 2 performances. (2) Competition from night baseball telecasts in some areas. (3) Fact that second performance was kinescoped — and announced as such by most TV columnists — could have scared some viewers away. We have repeatedly argued that top TV performances shouldn't be allowed to die after one show, but should be repeated as soon as possible — while they're still conversation pieces (Vol. 11:17 et seq.) "A Night to Remember," with its huge cast, elaborate production and expert performances, was one of TV's landmarks, and well worth repeating. But results in this case shouldn't deter other sponsors from experimenting further — particularly with more rapid repeats — of widely acclaimed TV shows. TV ought to make the most of its best.