Television digest with AM-FM reports (Jan-Dec 1951)

3 shows sticking, 3 sponsors holding time with replacements, others now being signed. ABC-TV's Fred Thrower reports 15 out of 43 accounts definitely committed for summer, only 2 as yet definitely off for summer. DuMont's Chris Witting reports 7-8 commercial hours per week certain to stay this summer, no vacation requests yet. What's holding the sponsors seems to be the desire to hang onto time spots on still-restricted network lineups, since there are so few cities with enough competitive outlets due to station freeze. There's also incentive of summer "bargain" rates and conditions (Vol. 7:15). On station side, adjacencies to network shows are proving bonanza — and such spots are easy to sell. Radio network picture isn't too bright, by contrast, mainly because of rate cuts starting mid-summer and frankly forced by TV. As did CBS a few weeks ago (Vol. 7:15 et seq), NBC this week announced across-the-board cut of 15% on 8-10 p.m. time, 10% on 1-8 p.m. time, effective July 1 — so it's only matter of days before ABC and MBS reveal their reductions. Simultaneously, NBC dropped 20 AM staff men, plans more of same, hopes to absorb such personnel in TV depts. Though affiliates are still bitter, network people say radio rate cuts are having effect of (1) keeping some sponsors on air who were ready to cancel, and (2) attracting new sponsors. But April 28 Billboard quoted consensus of ad folk as saying that, with TV getting stronger, with more TV stations to come, radio rates may have to be cut again in year or so. And "virus" is spreading to spot, with Esso's agency Marschalk & Pratt writing all stations carrying Esso Reporter that it feels CBS cut was "a step in the right direction, especially in those cities where TV is gaining strength. . .We assume similar reductions will be made in spot rates." It's no secret that stations now look to increased spot and local business to hold up revenues, some even talking of raising such rates. Broadcasting Magazine calls network rate cuts "emotional spasms," suggests industry-wide research to prove value of radio. Advertising Age, same date, hails reductions as "stabilizing rate structure of radio," referring to "devious manipulations" by which stations and networks had been making time deals anyhow. END-OF-FREEZE HOPES, UHF ENTHUSIASM: Fi rst TV grants by Dec. 1, first new stations on air by mid-1952. That's latest estimate by FCC Chairman Coy, who outlined freezeending procedures in April 30 address to National Newspaper Promotion Assn. His guess isn't too far off from ours (Vol. 7:17). Coy also reiterated faith in uhf and doggedly plugged CBS color. Coy's failure to mention "partial" unfreezing has led some to believe everything may have to await ultimate decision on whole allocation. This would include hoped-for "quick" unfreezing of vhf stations in Territories, increases in power for existing stations, grants of uhf everywhere. But FCC's answer on partial unfreezing won't come until it has studied all comments on allocation plan (see p. 4). To back up his hopes for uhf. Coy pointed out that it will serve 30-40 mile radius, contrasted with hundreds of AMs covering 15-20 miles day, 3-5 miles night. RCA has spent ^2,500,000 in uhf research, chairman Sarnoff told May 1 stockholders meeting. "Our engineers," he said, "taking the initiative in pioneering the upper frequencies, have determined that a major expansion is practical and possible at uhf. By adding a simple and inexpensive converter, owners of present TV sets can enjoy high quality reception from uhf as well as the vhf." Enthusiast John Poole. Long Beach, Cal. (Vol. 6:21,27), this week asked FCC permission to conduct propagation tests from Mt. Wilson, using 15-kw beamed signal. FCC is worried about transmission line losses in uhf. It has written manufacturers, asking for answer to this problem: For 1000-ft. tower, using some 1200 ft. of 3)4-in. line, only 20% to 30% of power would get to antenna at 890 me. A 6)^in. line would be more efficient, except that undesirable reflections, etc., might arise. Commission wants to know what can be done about it. RCA is reported offering lO-kw transmitter (Type TTU-lOA) , plus 20-gain antenna and monitoring equipment, for $180,000. Delivery dates aren't indicated, but "late 1952" is considered likely. That 1-kw uhf transmitter of GE's (Vol. 7:15), will cost $75-100,000, in