Television digest and FM reports (Jan-Dec 1948)

BRASS TACKS AliJi GRASS BOOTS: There's not a telecaster amon.^ the 47 on the books who can tell you he’s making money — quite the contrary. But week by week, sponsor by sponsor, receiver by receiver, most of them are reducing losses, some are even entering TV's third full postwar year with hopes of reaching break-even point before 1950 starts. Fev/ seem to have any doubts about an eventually prosperous and pov/erful industry. Once FCC's channel freeze ends and the uhf situation is resolved, assuming normally good times, you’re going to see the merriest scramble for TV facilities since AM’s 50 kw gold rush. That , in sum, was the attitude manifested and the impression gained at TBA’ s TV Clinic in New York’s Waldorf-Astoria Wednesday — a one-day "convention" noteworthy for its businesslike discussions, its complete absence of hoopla. Maybe the grass-roots approach is inherent in a deficit operation and one that promises such revolutionary changes. You could almost feel the quiet assurance and firm belief that pervaded the 450-odd registrants. Aside from FCC chairman Wayne Coy’s quite significant comments on the freeze and uhf (see p. 1), main points devolved were: Revenues for TV: Trade reports clearly indicate upsurge in sponsorships, but St. Louis Post-Dispatch’s George Burbach (KSD-TV) was specific, reported 50 advertisers vs. 30 a year ago, said his newspaper has benefited to tune of $150,000 worth of TV set advertising. He took issue with Avco’s James Shouse (Vol. 4:47), said it’s "much too soon to predict TV will supplant radio... both TV and radio will make money." Milwaukee Journal’s Walter Damm (WTMJ-TV) reported, privately, that 75% of his TV advertisers have never used radio before, 25% are using new budgets for TV, no one is cutting radio in favor of TV. TV at Point-of-Sale : CBS-TV’s George Moscovics called TV a "giant salesman," not just another advertising medium. He compared TV’s demonstration cost of $20 per thousand with auto dealer’s $5,000, door-to-door’s $500, store clerk’s $100. TV will help move estimated annual $164 billion in goods and services, said he. Daytime TV: It’s paying off, after only 4 weeks. WABD’s Leonard Hole reported "no red ink, and a profit — a tiny profit, but a profit nevertheless." DuMont's New York outlet, he said, has 70 quarter-hour shows and 76 participations sold, is in daytime TV to stay, will expand service to affiliates when facilities permit. Not Radio, but Show Business: "You’re in show business with both feet." Thus Kudner Agency’s Myron Kirk, handler of TV’s eminently successful Texaco Star Theater. He said TV isn’t an extension of radio. His agency is ignoring radio experience, turning to stage and films for performers. He urged showplace facilities, "not radio studios," and insisted agencies must be responsible for productions. Standards of Practice: New push for a code came from chairman Coy, who warned: "The American home is not a night club. It is not a theater. It is not a midway. The attitude that people bring to those places is not the attitude they bring to their homes or suffer others to bring." TBA code committee recently (Vol. 4:45) suggested industry use NAB and movie codes as guides for TV programming. A TV Clearance Bureau: TBA should set up a central office to help telecasters clear property rights in music, films, etc., already a headache. So spoke NBC attorney Robert Myer, head of committee negotiating with ASCAP. His report on legalities of privacy, libel, property rights, etc., should be in every TV station’s library when TBA publishes text of proceedings soon. Future of TBA: Judging from temper and temperament of key officers, directors, members and networks, there’s very little chance TBA will be brought into NAB fold (Vol. 4:47) — not in near future, at least. President Poppele’s report indicated an alliance once was close, but overwhelming sentiment now seems to be to go it alone. Plan is to raise income to $100,000 (TBA operated on mere $20,000 this year) by increasing present membership of 70 (34 telecasters, 36 manufacturers, etc.) Poppele was reelected to fifth term, but with understanding he may not serve through next year. There’s firm resolve to remain autonomous, possibly get a paid president later (Wayne Coy is out of running for awhile at least). Other officers and directors: Emerson Markham, WRGB, v.p. ; Will Baltin, secy-treas. ; Paul Raibourn, asst, secy-treas.; directors Ernest K. Loveman, WPTZ ; Lawrence Lowman, CBS; Robert Kintner, ABC; Noran Kersta, NBC; Curtis Mason, KFI-TV ; Dr. Allen B. DuMont.