Television digest with electronic reports (Jan-Dec 1953)

3 (2) Station and/or trade led public to believe outdoor antennas wouldn't be needed in most cases, that only expense would be uhf sets, converter or strip. (3) Dealers didn't install equipment to give good demonstration in their own stores. In uhf, as in vhf, the axiom still applies that "you can't sell it unless you show it." (4) Servicemen weren't prepared to make adequate uhf installations — which require special transmission line and far more care in placement of antenna. (5) Lack of good network shows on new station — a vicious circle, since the station can't attract sponsors until it has audience, and potential audience won't buy uhf until it can see top-notch shows. The first 4 conditions seem to be less prevalent in recently added uhf cities than they were in earlier ones — and you can chalk that up to experience at all levels of the industry. * * * * One of the knottiest problems of new stations is counting the audience for guidance of potential sponsors. This was particularly big headache in East, where there was much trans-shipment of converters and sets, not only by distributors but by dealers themselves. Some sets picked up quite a bit of mileage before they were finally sold — having traveled, for example, from Atlantic City to Reading to Harrisburg to Wilkes-Barre. But as production caught up with demand, problem died down. Most uhf telecasters use distributors' sales as guide to circulation. To assure maximum accuracy, some are supplying distributors with questionnaires which are returned without signature or other identification. Others are making arrangements with local electric companies or chambers of commerce to do the surveying. Close cooperation between new stations and the trade — from early planning through actual telecasting — always pays off in getting set and converter sales off to good start. Meetings between station officials and trade, regular progress bulletins, even cooperative advertising, help brush away public misconceptions and synchronize retailers' sales efforts with stations' actual progress. Hard feelings between stations and trade can only injure both. Set and equipment manufacturers are doing increasingly good job of educating dealers and servicemen on basis of their experience in uhf markets. And they, too, are still learning. * * * * Most of the uhf pioneers still face a long, hard pull. But the fact remains that those now on air have made steady progress. Some, like KPTV in Portland, are already showing profits comparable to vhf — and, indeed. Empire Coil Co.'s Herbert Mayer, who owns a vhf in Cleveland (WXEL) as well as KPTV, is so confident of uhf's future that he's rushing a new one in already vhf-served Indianapolis and has CPs to build 2 others in vhf-served Kansas City and Denver. In the experiences of the pioneers, the newer grantees and the TV trade are finding a solid foundation to build on. Uhf is off to a good start. 4 MORE BEGIN TESTING, 59 SINCE FREEZE: Phoenix area got its second station this week with start of KTYL-TV, Mesa (Ch. 12), which began testing DuMont transmitter April 23 at 7:45 p.m., reporting next day "excellent reception with improved TV coverage of central Arizona." Mesa is just 12 mi. east of Phoenix; transmitter is in South Mtn. Park, about 5 mi. south of capital, so to all intents and purposes KTYL-TV is another outlet there — first being Meredith's KPHO-TV (Ch.5). Owner-managed by theatreman Dwight Harkins, represented by Avery-Knodel , its base rates are $350 hour, $65 min. Three other stations were also added this week — all with RCA uhf plants — to make 42 starters so far this year, 59 post-freeze, 167 total. They are: WCOV-TV, Montgomery, Ala. (Ch. 20), which began tests April 17, went commercial April 22 with CBS & NBC affiliations ; manager is Hugh M. Smith, rep is Taylor. WLEV-TV, Bethlehem, Pa. (Ch. 51), after many false starts, finally got its test patterns going April 21, will go commercial any day now. It's owned by Steinman interests, who also operate radio WEST, Easton; WGAL & WGAL-TV, Lancaster, and WDEL & WDEL-TV, Wilmington, among other radio properties. It's outgrowth of an old-time