Television digest with electronics reports (Jan-Dec 1957)

6 Telecasting Notes: Ratings are going to be “de-einphasized” — at least for public consumption — reports TV editor Sam Chase in Feb. 2 Billboard. He writes the TV networks have decided to stop issuing press releases on ratings achieved by programs. Intent, he adds, “is to quiet the public hubbub over who’s on top, which has given rise to an atmosphere in which the webs believe that ratings have become virtually the master rather than a tool of the industry” . . . But ratings still make news — both trade news and general news. For example, Nielsen reports Ed Sullivan Show and I Love Lucy won 1956 rating sweepstakes — Sullivan with biggest single-broadcast “total audience” figure of 21,753,000 on Nov. 18, Lucy with biggest single-broadcast “average audience” of 18,963,000 Dec. 10 . . . Newspapers, seemingly enjoying the rating rivalries, gave big play to Steve Allen’s Jan. 27 upset of Ed Sullivan, 28.3-to-25 on the Trendex scoreboard . . . Speaking of ratings, NBC feels it is closer than ever before to dethroning CBS’s Lucy with its newly scheduled (and highly publicized) Twenty-One quizzer in same time slot; press gave big play to Charles Van Doren’s $122,000so-far winnings on the show . . . Despite big sendoff, NBC’s new-format Tonight! apparently is due for some revisions, judging by reception from the professional TV critics . . . Is jackpot quiz fad dying? Jan 30 Variety reports 5 have bit the dust without running more than 26 weeks, and enumerates them: You’re on Your Own, Break the $250,000 Bank, Can Do, High Finance, Giant Step. It also notes the skidding ratings of $6^,000 Question and Challenge . . . Public doesn’t think it’s such a bad TV season, according to special Pulse survey reported in Jan. 28 Television Age: More than 90% of the 1000 viewers queried thought this season’s network shows better than, or as good as, previous years; 8.2% said they weren’t as good; 60% said they were better; 30% said they were about the same . . . Another Broadway play to TV : Robert Montgomery Presents (NBC) has bought TV rights to “Reclining Figure,” legitimate play of the 1954-55 season ; it will be performed on TV Feb. 25, perhaps using some of original cast . . . Kansas City Philharmonic Orchestra’s regular Sunday afternoon pop concert Jan. 27 was performed at WDAFTV’s studios and carried by all 3 local TV stations to help save-the-orchestra fund drive . . . Old movies on TV are driving public “to see new and exciting motion pictures at theatres,” 20th Century-Fox pres. Spyros P. Skouras decleared hopefully this week. Jobless TV actors and others in entertainment fields need liberalized unemployment insurance to relieve chronic hardship, union delegation told N. Y. state legislative leaders Jan. 30 at Albany dinner conference. Led by Helen Hayes, Ralph Bellamy & Robert Montgomery of Actors Equity, representatives of TV, radio & movie performers, musicians, stagehands, press agents urged that qualifications for jobless pay claims by part-time workers be cut. They said employment eligibility requirements should be reduced from 20 weeks in previous year (Vol. 12:50) to about 15 — or that $1000 constitute minimum earnings — because of difficulty of young actors, in particular, in finding regular emplojunent. Cost of revision was estimated at $13,000,000 a year from $1.5 billion reserves. TV film of murder trial has won special citation for WBAY-TV, Green Bay, from Wis. Press Potographers. Films of Michael McCormick murder trial were made with court’s permission by Ken Conant & Don Love, WBAYTV newsman. Benefit hockey game promoted by WRCV-TV & WRCV, Philadelphia, netted $8744 for Women’s Medical College of Pennsylvania in new “Impact Public Service” program for NBC-owned stations (Vol. 13:2). First film network got its first sponsor this week— in a $2,500,000 deal which really puts NTA Film Network “in business,” although it has been programming one feature film a week (sold locally by affiliates) since Oct. 15, 1956. Sponsor is Warner-Lambert Pharmaceutical Co., which will begin weekly two-thirds sponsorship of major TV-first-run 20th CenturyFox Films on full 128-station NTA lineup April 1 for firm 39 weeks, with options running through 1959. Exercise of all options would bring Warner-Lambert’s total time and program costs to more than $10,000,000. NTA Flm Network, jointly owned by National Telefilm Assoc, and 20th Century-Fox, will supply group of pre-1949 features, including such top-notch pictures as “Razor’s Edge,” “Gentlemen’s Agreement,” “Alexander’s Ragtime Band,” “Stanley & Livingston,” “Lloyds of London,” “Blood & Sand,” “Grapes of Wrath,” “Forever Amber” and “Mother Wore Tights.” Warner-Lambert, which is listed as having spent $1,181,562 on network TV in first 6 months of 1956 (Vol. 12:39), is maker of Listerine, Richard Hudnut, Sportsman, Bromo Seltzer, Anahist & Prophylactic lines of cosmetics, toiletries, pharmaceuticals and toothbrushes. Deal is expected to be followed shortly by announcement of sale of other one-third of weekly feature film show, for total of $4,000,000 for 39-week period. Twentieth Century-Fox will film additional footage, using its feature players as hosts for the films, with commercials filmed and inserted in the series. Stations will play the features at different times, though some 70% of station clearances are said to be on Fri., Sat. or Sun. evenings — mostly in late-evening “feature film time.” Warner-Lambert contract was negotiated through Lambert & Feasley ad agency. NTA Network’s next planned programming expansion is slated for this spring, in form of weekly 90-min. “kiddie spectacular.” Next fall, it hopes to add five 30-min film series, some for local sale by stations (with network sharing in revenues), others to be aimed at national sponsorship. RCA’s TV tape recorder plans will be made clearer at NARTB convention in Chicago next April. Company isn’t saying much about its tape progress, but a spokesman told us: “We’ll have something to say at the convention— and we’ll be competitive, with something the telecaster will want. We’re aiming for both black-&white and color.” Meanwhile, ABC announced it has ordered 3 pre-production prototype Ampex videotape recorders for installation in Chicago in Feb. & March, to be put into large-scale use for Daylight Time zone repeats in April. Acceptance of TV tape recording by CBS & NBC is indicated by fact that they already are televising about 20 hours a week from magnetic tape. NBC is recording Truth or Consequences daily for whole network, half of first hour of Today, full 60 min. of Home, 60 min. of Tonight! and the 15-min. News Caravan for west coast repeat. CBS is taping daily 15min. Doug Edwards and the News and the 30-min. weekly Arthur Godfrey Talent Scouts. Note: Ampex Corp.’s backlog of orders for production model videotape recorders totals $4,000,000. Typographical error was responsible for incorrect figure reported last week (Vol. 13:4). Unlimited TV coverage of Ohio State U football games, now restricted by Big Ten rules, is provided in bill introduced Jan. 30 in state legislature. Measure forbidding state-supported institutions to belong to intercollegiate associations which impose TV sports restrictions is similar to proposals previously killed.