Television digest with electronics reports (Jan-Dec 1953)
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7
Station Accounts: New York’s independent WOR-TV
comes up with unique commercial programming technique, brainchild of General Teleradio v.p. James Gaines, whereby sponsors placing half-hour film shows on networks can repeat them on WOR-TV for free another night same week, provided they meet certain standards and are clipped to leave 1%-min. for adjacencies. Three unnamed major sponsors are already lined up for 26-week experimental period, says Gaines, 6 more negotiating. Called “Double Exposure,” plan will first devote 9-11 p.m. one night weekly for 4 such repeat performances, will expand to other nights as more sign. Revenue to station, which also originated re-run idea with its 7-nights-weekly live Broadway TV Theatre, will come from sale of adjacencies, amounting to $3500 for each 2-hour period. Sponsors get first refusal rights on adjacencies but aren’t required to buy them. Gaines figures sponsor-owned shows will grab at this way of cutting cost-per-thousand, though doesn’t expect network or syndicate-owned shows will look too favorably on idea . . . Eskimo Pie (ice cream) launches its biggest summer campaign yet, including TV-radio spots, thru Buchanan & Co., N. Y. . . . Shelby Cycle Co. (bicycles) signs Yankee baseball star Yogi Berra for series of children’s program commercials in 8 TV markets, thru Fletcher D. Richards, N. Y. . . . Colgate starts test spot TV campaign to plug new hand lotion, Pink Foam, thru Cunningham & Walsh, N. Y. . . . Food Fair Super Markets sponsoring unique Theatre Showcase, featuring local little theatre and school drama groups on WMAL-TV, Washington, with viewers voting at retail outlets for best production, performers & scripts, thru Alvin Epstein, Washington . . . Farm & Home Savings & Loan Assn, sponsoring weekly Facts Forum simulcast on WBAP-TV & WBAP, Ft. Worth, moderated by ex-Harvard and SMU instructor and FBI agent Dan Smoot; it’s filmed and syndicated by WBAP-TV to 9 other markets . . . Household Finance Co. sponsoring major stock car races on WBBM-TV, Chicago, Sun. 10-10:30 p.m. . . . Among other advertisers reported using or preparing to use TV: Sanavene Mfg. Co. (Sanavene upholstery cleaner), thru Ross Adv., St. Louis; BroilQuik Corp. (infra-red cooking equipment), thru Zlowe Co., N. Y.; James Black Co. (Duncan Hines salad dressings), thru Ivan Hill Inc., Chicago; Purepac Corp. (Wunder-Skin skin medication), thru Leonard Wolf & Assoc., N. Y.; National Tea Co., thru Schwimmer & Scott, Chicago; J. B. Williams Co. (Skol suntan lotion), thru J. Walter Thompson, Chicago; Remington Rand Inc. (electric shaver), thru Young & Rubicam, N. Y.; Warner-Hudnut Inc. (Tru-Tint hair rinse), thru Dancer-Fitzgerald-Sample, N. Y.; Toro Mfg. Corp. (Toro power lawn mowers), thru local dealers; William B. Anderson Inc. (Kwik Kleen cleanser), thru Pams Adv. Agency, Dallas; Gordon Foods Inc. (potato chips, etc.), thru Kirkland, White & Schmell, Atlanta; Chemicals Inc. (Dura Plastic Starch), thru Sidney Garfield Assoc., San Francisco; Marsed Labs Co. Inc. (Dietyn Sweetening Crystals), thru Leonard Wolf & Assoc., N. Y.
“Michael” Achievement Award was presented to Ed Murrow and Fred Friendly for Korean Christmas program by Academy of Radio & TV Arts and Sciences, which also presented awards to comedian Red Buttons; 7 Love Lucy writing team of Jess Oppenheimer, Madelyn Pugh & Bob Carroll; Fred Waring; WBAL-TV’s Tony Provost for presentation of school classes during Baltimore strike; actress Maria Riva; singers Eddie Fisher & Dinah Shore; NARTB for its special recorded series; TV & radio programs Victory at Sea, Omnibus, TV Playhouse, Ding Dong School, Theatre Guild of the Air, Railroad Hour. Also this week, Murrow received Overseas Press Club’s by-line award for best TV interpretation of foreign affairs.
Network Accounts: First Canadian “network program
ming” started May 14 with speeches by officials, microwave relay demonstration and variety programs originating from both CELT, Toronto and CBFT, Montreal. First “international event” on CBC-TV network was May 15 Marciano-Walcott championship bout sponsored by Gillette. CBOT, Ottawa, joins microwave hookup June 2 . . . General Motors to sponsor NCAA football again next autumn on NBC-TV, thru Kudner (see story, p. 6) . . . American Machine & Foundry Co. is first sponsor to buy renewal of Omnibus next fall on CBS-TV at new Sun. 56:30 p.m. time, thru Fletcher D. Richards; limit of 4 sponsors, instead of 5, will be placed on program . . . Willys Motors Inc. buys new Ben Hecht drama series Tales of the City (Vol. 8:51), starting June 25 on CBS-TV, alt. Thu. 8:30-9 p.m., thru Ewell & Thurber . . . Purex Corp. Ltd. (bleach & detergents) buys one-third sponsorship of last 2 Jackie Gleason Show programs June 27 & July 4 and its summer replacement, Larry Storch Show, starting July 11 on CBS-TV, Sat. 8-9 p.m., thru Foote, Cone & Belding; other 2 sponsors are Sheaffer Pen & Nescafe . . . Schick Inc. (electric shavers) to sponsor Preakness Stakes May 23, Sat. 5:30-6 p.m., and Belmont Stakes June 13, Sat. 4-4:30 p.m., on CBS-TV, thru Kudner . . . Reymer & Bros. Inc. (lemon drink) starts Lash of the West May 16 on ABC-TV, Sat. 10:15-10:30 a.m., thru Ketchum, MacLeod & Grove . . . Toni Co. to sponsor Your Big Moment, starting May 19 on DuMont, Tue. 8-8:30 p.m., as summer replacement for Admiral’s Life Is Worth Living (Bishop Sheen), thru Weiss & Geller . . . Ford Motor Co.’s 2-hr. 50th anniversary program June 15 on both NBC-TV & CBS-TV, Mon. 9-11 p.m., thru Kenyon & Eckhardt (Vol. 9:1,19), will be panoramic history produced by Leland Hayward; first stars signed are Marian Anderson, Mary Martin & Ethel Merman . . . Chrysler Corp., which bought Medallion Theatre, starting in July on CBS-TV, Sat. 1010:30 p.m. (Vol. 9:18), may sponsor Ezio Pinza program 7, Bonino on NBC-TV, thru BBDO . . . Sunkist Growers Inc. (frozen orangeade & lemonade) replaces Mars Inc. (candy) as co-sponsor of Super Circus, starting June 7 on ABC-TV, Sun. 5-6 p.m., thru Foote, Cone & Belding; Kellogg Co. continues as co-sponsor . . . Avco Mfg. Corp. (Bendix home appliances div.) buys 10-min. segment of Saturday Night Revue, summer replacement for Your Show of Shows, starting June 6 on NBC-TV, Sat. 9-10:30 p.m., thru Earle Ludgin . . . Participating sponsors of Your Show of Shows on NBC-TV next fall, Sat. 9-10:30 p.m., will also be offered participations in All-Star Revue, which returns to NBC-TV every fourth week, Sat. 9-10:30 p.m., after being dropped as hour program last month.
Too far ahead of its time? Too big? Too ambitious? Maybe, in minds of many who have come and seen and been awed — but CBS-TV’s giant Television City in Hollywood, only 6 months old, has already exceeded more than half its production capacity, says A. E. Joscelyn, CBSHollywood chief of operations. Production schedule in April included 17 half-hour telecasts originating in the 4 huge studios, each 12,100 sq. ft., with 20 half-hour live TV shows weekly already on tap for fall schedules. Cynosure of recent NARTB conventioneers, particularly CBS affiliates, Television City is undoubtedly last word in architectural, production and engineering facilities — plenty big and well-equipped for filming anything from feature movies to sei’ials. But it can’t be used — yet — for anything but live shows and kine or electronic recordings due to peculiar Hollywood union requirements relating to filmmaking. With such super-dooper facilities, where 26,000 persons have watched programs to date, CBS-TV obviously is banking on inducing most “production” sponsorships to move from N. Y. to Hollywood.