Television digest with electronics reports (Jan-Dec 1957)

7 10NG-AWAITED plans of Sylvester L. (Pat) J Weaver Jr., ex-NBC chairman, were finally revealed this week by Weaver himself — and they amount to establishment of “Program Service” as a new type of broadcasting service to supplement national networks and national spot. Specifically, he proposes to feed interconnected independent stations with live programs created and produced for advertisers using networks, and to distribute live or film programs via AT&T facilities, either sponsored or sold to stations for resale. In address to Seattle Ad Club April 10, he explained: “The Program Service idea is feasible now that new independent vhf stations are coming on the air — by this September there will be independent vhf stations in 15 major markets providing coverage of almost half of all the TV homes in the country. And these 15 markets are the great bellwether markets so vital to all advertisers as well as being the great cosmopolitan and cultural centers, for the most part, of our society. “What I propose to do — to interconnect stations in these markets for live programming — would not have been possible 3 or 5 years ago, or even as recently as last year. Now it not only is possible. It will happen, thanks to the independents, to increased interconnection facilities, and to high-quality electronic tape recording developments. Program Service will also be available to network-affiliated stations which, as a result of the 3-network competition, are now somewhat more disposed to accept programs from a new source in network time as well as in station time.” After reviewing achievements of NBC under his direction, particularly the spread of cultural programming and partic. sponsorship policies, he ripped into network operations, saying: “How will these programming and advertising policies ^are in the future? Not well, in my opinion, if we must put all our faith and hope in the national networks. The inability of facilities-oriented people to understand advei’ tising and media makes them fall into the trap of being solely concerned with the size of the heavy-viewer audience, and to make decisions that will eventually degrade their service and break their rates. In its forward projection as a network operation, TV will not respond to all the real needs of the people who pay the bills or of the viewers who own the sets. “This does not mean that the network is not the first item of importance for many national advertisers, because in most cases it is. But who will now find new ways to use TV, new uses that will bring new money into it, and program ventures thJt will attract the occasional or light or more discriminating viewers? Who, for example, can give the major trade mark brands, the base of all advertising revenue, enough frequency, continuity and impact in the great bellwether markets? Certainly not the networks at network prices, with must-buy basics, or the minimum list or minimum dollar buy, or whatever forcedbuy procedure is used by the networks.” Weaver also criticized network programming as gravitating to low cultural levels at expense of news and public interest shows, said Program Service would offer educational-type programs, 2 of which he identified as “Culture” and “Controversy.” Both, he said, were very long and might be sold to as many as 10 advertisers. He said Program Service hopes to offer to the public alternatives to network programming in specific time periods. For example, if networks are programming children’s shows, he plans to put adult program on air at same time. As an example of what Program Service can offer, he said he could put Ding Dong School (ex-NBC-TV) back on air in 14 major markets reaching 40% of all TV sets, for $25,000 gross, commissionable for 5 half-hours. Last summer, he said, the NBC price sold out 10 quarterhours, on 55 basic stations, at a cost of more than $160,000. Weaver made it clear that he hopes to get educational stations as affiliates of Program Service. If necessary, he said, he would urge FCC to amend regulations to permit “limited commercial impact” on educational stations for his programs. TgIsCSSIiIIJ NoIGS: when will TV reach the bottom of the feature film barrel? Never, says 20th Centui-y-Fox pres. Spyros P. Skouras. Speaking at reception given in Chicago by NTA Film Network, he said: “We have 350 pre-1948 pictures available and after we come to an agreement with the various guilds on the post-1948 films, we will be able to have a permanent supply available.” He said that the “perfect time lapse” between theatrical and TV showings is “between 4 and 5 years,” expressing opinion that theatrefirst, then-TV showings would follow this pattern . . . Denying that TV movies are old, Skouras said there’s always a fresh audience for features. “At most, only about 15% of the population sees a film in theatrical release. Five years after playing the movie houses, less than 10% of that audience remains, making the film a new release for the millions who have yet to see it. As a consequence, TV can draw upon 90% of the population when it schedules a socalled old film” . . . MGM-TV is planning series of 90-minutc filmed color shows, $300,000 each, says April 10 Variety, reporting Foote, Cone & Belding dickering for 2 of the shows, said to star Fred Astaire & Judy Garland. Story says Ford may pick up the tab to introduce new Edsel car . . . CBS-TV has made it official — the Lucille Ball-Desi Arnaz top-rated I Love Luey half-hour show on Monday nights will not be back next season. A series of 6 or 8 hour-long versions of Lucy is tentatively scheduled . . . Charles Van Doren parlays his Twenty-One triumph ($129,000) into 5-ycar NBC-TV conti’act for part-time work at rej)orted $60,000 a year, with firm 3-year commitment. He’ll do educational shows in undetermined format which may be panel quiz, according to MCA, handling negotiations for Van Doren. Columbia U instructor gets $100 faculty raise to $4500 July 1 . . . Top TV quiz winner on single show is astonishingly learned Robert Strom, 10, who hit $160,000 April 9 on The $6A,000 Question (CBS-TV) by answering complex science questions, topping $152,000 won April 7 on The $6^,000 Challenge by Teddy Nadler, $70-aweek St. Louis Army warehouse clerk who defeated Mrs. Lowell Thomas Jr. on geography questions . . . Adaptation of ABC-TV drama, “Flight Into Danger” by Arthur Hailey, retitled “Zero Hour,” is first movie scheduled by new independent Bartlett-Champion Pictures for Paramount release . . . New children’s series — Susan’s Show starring Susan Heinkel, 12, in expanded network version of popular fantasy program started last Sept, by WBBMTV, Chicago — debuts on CBS-TV May 4, Sat. 11-11:30 a.m. . . . Screen Gems buys all assets of Wm. F. Broidy Productions, including 100 films produced for Wild Bill Hickock on CBS-TV, will carry on series co-starring Guy Madison & Andy Devine, in color, for Kellogg Co., thru Leo Burnett . . . Telecaster-oilman Jack Wrather, who already owns Lassie and Lone Ranger TV film shows, reportedly has purchased Sgt. Preston of the Yukon from Trendle-CampbellMeurer, from which he bought Lone Ranger . . . Unique “global panel” reportedly in pilot-film stage by Ed Murrow & Fred Friendly for CBS-TV. Titled Small World, it would be moderated by Eric Sevareid in N. Y., with panel of 3 participants stationed in different parts of globe seen by film and heard by trans-ocean phone . . . Haan Tyler, ex-Sports TV, Screen Gems & Guild Films, forms own film syndication firm, Haan Tyler & Assoc., Hollywood.