Television digest and FM reports (Feb-Dec 1947)

FM spectrum. FCC has pretty consistently shied away from all three. It would probably take a lot of new evidence to change its mind. TV's ADVERTISING POTENTIAL: Big radio sponsor General Foods Corp. (Jello, Maxwell House, etc.) probed TV recently — and found it good. This v/eek it released survey findings which, though not particularly surprising to those in industry, add up to about this: GF will continue using TV as an "effective supplementary medium in the New York market." But GF isn't reallocating ad budget for heavier TV usage as yet. Flans depend, said Jello sales chief Howard Chapin, detailed as company's TV investigator, on what special advantages each type of media offers in relation to sales. Survey was worked up by Young & Rubicam's Bill Forbes and Peter Langhof, Benton & Bowles' Walter Craig and Charles Pooler. In essence, it found: (1) TV reaches selective, interested, higher-than-average income audience. (2) TV provokes favorable reaction to commercials — high sponsor identification (68-84% on a oneshot program), high remembrance (35%), findings not unlike those of American Tobacco Co. reported here last week. (3) TV affords opportunity to demonstrate products, with attendant impact of sight plus sound. Cost-per-thousand viewers was found high in comparison with sound broadcasting, but report concludes this will be reduced as circulation (no. of sets) increases, may even be halved by June 1948. Cost does not yet warrant use of TV as basic mass medium unless advantages outweigh need for circulation. Report is well v/orth having in your files; ask GF's Mr. Chapin for one, 250 Park Ave., New York. SIGHT AND SOUND “Never” is a long time, but Jimmy Petrillo said this week that’s how long his recording ban will last. Nevertheless, he says he expects to pick up some $10,000,000 in continuing royalties, which lawyers aren’t sure he’s entitled to under law. Friday, Special Industry Music Committee appointed Sidney Kaye as legal counsel; veteran of radio’s copyright battles, he will explore possibility of payments to AFM performers on royalty basis along same lines as composers. Jimmy Petrillo and Cecil B. DeMille will be “star performers” at mid-January hearings of House Labor Committee on changes in anti-trust laws to cover unions — and, as during House Un-American Activities Committee hearings, it’s going to be an on-the-spot newsreel job for TV (see Every Home a Newsreel Theater, Vol. 3, No. 44). Washington’s WMAL-TV will feed Baltimore’s WMARTV, Philadelphia’s WFIL-TV, New York’s WCBS-TV (CBS’s thus-far-lined-up rival hookup to NBC’s). Growing FM license list (83 to date) prompted FCC to propose staggered license renewal dates this week, with licenses still lasting only a year. Currently, all FM licenses expire May 1; new rule would scatter them throughout year, as in AM. Existing licenses would expire May 1, then convert to new system, and, depending on frequency involved, get anywhere from 4 to 16 month renewals. Add TV sponsors: On WNBT, New York, U. S. Rubber Co., film programs, Dec. 19, 26, Jan. 2, and “sports know how” shows starting Jan. 9, thru Campbell-Ewald. On WABD, New York, Universal-International Pictures, trailer advertising film “The Senator Was Indiscreet,” Dec. 18, thru Monroe Greenthal. On WFIL-TV, Philadelphia, Thornton Fuller (Dodge-Plymouth distributor) 17 Rockets pro hockey games, Jan. 21-March 20. TV’s first 1948 big league baseball contract was signed this week — WABD, New York, getting 77 Yankee home games, P. Ballantine & Sons (brewers) as sponsors, thru J. Walter Thompson Co. Variety says TV-radio package comes to $300,000 altogether, of which $100,000 goes to Yankees and time charges eve $800 per game. WDSU, New Orleans, TV applicant, has asked FCC for STA to permit it to pick up Sugar Bowl festivities New Year’s weekend, beam them to studios at Hotel Monteleone where it plans to have 25 receivers for hangup TV promotion. Job would be handled by Dick Hooper’s RCA crew, would include basketball and boxing from Coliseum, Texas v. Alabama grid game from Stadium. Residents of Rochester Pinnacle Hill area, by write-in vote, stopped Stromberg-Carlson’s plans for TV towers on that ideally located elevation, so now a RochesterU expert is making study for city zoning board; after that, presumably, WHAM will file for TV. Sylvania has closed down its Colonial Radio Corp.’s radio factories at Bloomington, 111. and Riverside, Cal. Wartime overexpansion, stockpile of 40,000 sets, lack of demand, are reported by E. E. Lewis, Colonial president, who said Buffalo main plan can handle all orders. FMA’S high fidelity lines petition (Vol. 3, No. 47, 49, 50) got quick reaction from FCC. Acting Chairman Walker asked FMA and AT&T representatives to meet with him Jan. 13, talk over quarrel. TV’s 28-hours-per-week minimum rule is due to go into effect Jan. 1, but TBA has again asked for another 3-month extension, pending plans to recommend to FCC a graduated scale of minimum hours. Speculation on changes in White Bill (S. 1333) ran hot and heavy this week, but we’re told some of it’s 180 degrees off ; e.g., 9-man Commission isn’t contemplated. Bill itself didn’t get to full Senate Commerce Committee, won’t until after Jan. 5. Paramount has asked FCC to postpone from Jan. 5 to Feb. 15 TV hearing on interlocking ownership with DuMont (Vol. 3, No. 42). Earl Minderman, aide to FCC chairman, recently on detail to President’s Food Conservation Committee, is due back at Commission Dec. 22. “Will Petrillo Unseat the Jockeys?” titles article in December American Magazine by Broadcasting's Ed James.