Television digest with electronics reports (Jan-Dec 1953)

7 Stalion Accounts: How a Mexican border station, with audience almost entirely in U. S., is going to town commercially, is disclosed in first quarter commercial report of XELD-TV, Matamoros (Ch. 7), across Rio Grande from Brownsville, Tex., serving rich Rio Grande Valley since Sept. 1951. It shows 16 CBS, 11 NBC, 5 ABC kines of network shows on regular schedules, 18 national spot accounts, 46 local advertisers (drawn from Brownsville, Harlingen, McAllen, Edinburg, Alamo, Weslaco and other communities). Among national spot users on station — owned mainly by combined Azcarraga-O’Farrill interests, managed by ex-San Antonio broadcaster Monte Kleban (who headquarters in Mexico City), operated locally by Bert Metcalf and represented nationally by Adam Young: Beaute Vues Corp. (Neutritonic), thru Hixon & Jorgenson; J. Strickland & Co. (Royal Crown Hair Dressing), thru Charles Crosson & Co.; Alka-Seltzer, thru Geoffrey Wade Adv.; Folger Coffee, thru Grant Adv.; Duncan Coffee, thru Tracy-Locke Co.; O’Henry, Bulova, Humble Oil, Oxydol, Kools; also Falstaflf, Pearl, Jax, Southern Select, Grand Prize, Lone Star & Miller’s High Life beers . . . Big TVradio set makers planning heavy use of TV-radio spot this fall and winter to promote conversions to uhf; some will also devote time to telling “truth about color TV” . . . Hawley & Hoops Inc. (M&M candy) plans sponsorship of filmed puppet program Johnny Jupiter in more than 50 markets next fall, thru Wm. Esty, N. Y. ; program has been live sustainer on DuMont’s WABD since March . . . Ansco div. of General Aniline & Film Corp. using TV in 14 markets to promote color film, thru Biow . . . Gray Mfg. Co., Hartford, for its Audograph Electronic Soundwriter, is providing its 200 distributors with one 60-sec. and three 20-sec. test spots filmed by Alexander; claims to be first in field (others: Dictaphone, Edison, Soundscriber) to try TV . . . Channel Master Corp. (TV antennas) launches local cooperative campaign, using six 90-sec. film spots, thru Duso Adv., Ellenville, N. Y. . . . General Mills sponsoring testimonials to Wheaties by Cincinnati Reds players, filmed by Crosley subsidiary Mt. Olympus Films for showing on its 4 stations . . . Warner Bros., for new movie The Beast from 20,000 Fathoms, using 91 participations, 20-sec. spots and station identifications on WCBS-TV, New York, in short-term saturation campaigns running June 15-24 and July 6-9, thru Blaine Thompson Co., N. Y. . . . Among other advertisers reported using or preparing to use TV : Hill Packing Co. (Hills Gold Label dog food), thru Comer & Reams, Kansas City; Artra Cosmetics Inc. (Imra cream depilatory), thru Grey Adv., N. Y.; Servel Inc. (refrigerators), thru Hicks & Greist, N. Y. Unique rate card being offered by Houston’s upcoming uhf KNUZ-TV (Ch. 39), which first imported July 4 debut and is now scheduled for sometime in August, bases rates on number of sets-in-use capable of getting Ch. 39, begins with Class A hourly rate of $110 & min. l’ate of $22 for 10,001-11,000 sets-in-use, goes up $10 per hour and $2 per min. for each additional 1000 sets. After count of 35,000, regular rate card will quote Class A hour of $350, min. $70. Station will share same tower with KUHT (Ch. 8, educational) which began operation May 8. Forjoe will be rep. “NBC Commercial Film Standards Booklet” — comprising up-to-date specifications for producing everything from 10-sec. spots to film programs — has been mailed to agencies, film producers & stations. Compiled by film operations supervisor Stan Parian, it’s designed to relieve need for expensive revisions of overlong film commercials. Tide Magazine, published fortnightly, was sold this week to Billboard Publishing Co., publishers of Billboard and Vend, will continue with same staff and same format as division of Billboard company. NsiwOfk Accounts: Lever Bros. Co. (Shadow-Wave home permanent) sponsoring 10-min. segment of Saturday Night Revue, summer replacement for Your Show of Shows, started June 6 on NBC-TV, Sat. 9-10:30 p.m., thru McCann-Erickson; others signed are S.O.S. Cleanser, Benrus Watch, Griffin Shoe Polish & Bendix Div. of Avco . . . Duffy-Mott Co. Inc. (apple juice) buys Jamie, starting Sept. 14 on ABC-TV, Mon. 7:30-8 p.m., thru Young & Rubicam; program stars child actor Brandon de Wilde and it’s first one sold from showcase series Plymouth Playhouse, formerly ABC Album . . . Philip Morris starts dx-ama series Pentagon Confidential Aug. 6 on CBS-TV, Thu. 1010:30 p.m., thru Biow . . . Revlon Products Corp. (lipstick), which last week bought Sat. 10:30-11 p.m. on CBSTV (Vol. 9:23), starts Revlon Theatre June 23 on NBCTV, Tue. 8-8:30 p.m., thru Wm. Weintraub . . . Procter & Gamble (Tide) to sponsor Tue.-Wed.-Fri. portion of On Your Account, starting July 1 on NBC-TV, Mon.-Fri. 4-4:30 p.m., thru Benton & Bowles . . . U. S. Rubber Co. (Keds play shoes) buys 5 participations per week for 4 weeks on Today, starting June 15 on NBC-TV, Mon.-Fri. 7-9 a.m., thru Fletcher D. Richards . . . Reardon Co. (paints) buys 3 participations per week for 4 weeks on Today, starting Sept. 8 on NBC-TV, Mon.-Fri. 7-9 a.m., thru Krupnick & Assoc. . . . Scott Paper Co. plans to buy weekly, instead of current alt.-week, sponsorship for Scott Music Hall, starting next fall on NBC-TV, Wed. 8:30-9 p.m., thru J. Walter Thompson . . . General Foods (Instant Maxwell House Coffee & Gaines Dog Food) replaces Red Buttons Show during summer with panel program Masquerade Party, starting June 22 on CBS-TV, Mon. 9:30-10 p.m., thru Benton & Bowles . . . Longines-Wittnauer drops Chronoscope after June 19 on CBS-TV, Mon.-Wed.-Fri. 1111:15 p.m.; agency is Victor A. Bennett . . . Chesterfield to simulcast Perry Como Show, now on CBS-TV, Mon.Wed.-Fri. 7:45-8 p.m., on MBS, starting Aug. 31, thru Cunningham & Walsh. B Tie-up between Skiatron Subscriber-Vision and Western Union — in the event FCC appi’oves subscription TV — has been discussed by officials of the 2 companies. As explained by Skiatron president Arthur Levey at press conference June 9 preceding first public demonstration of Subscriber-Vision, WU would handle all billing and applications for the subscription TV service. Western Union officials told us “the plans were merely discussed — there’ll be nothing definite until FCC gives its approval.” Levey also disclosed these plans — all dependent on FCC, of course: (1) Subscribers would be charged monthly minimum fee, probably about $10, to cover programming and help amortize cost of decoding device ($50-$100). (2) Program fees would vary widely, but would be reduced as number of subscribers increased. (3) In New York area, Skiatron would be prepared to start when it had total of 100,000 subscribers, offering about 3 subscription programs a week. Skiatron would buy time on stations. Campaign for nighttime spot radio as “an even better advertising value than the eax-ly morning horn’s” has been launched by Blair i*ep firm, on basis of survey of radio stations it represents in top TV markets. Survey showed that radios-in-use from 6-9 p.m. were 5-125% higher than 6-9 a.m., Pulse program ratings 9-155% higher, listenersper-set 6-28% higher. Blow at smuggling TV sets was struck this week by Cuban Govt., which issued regulations requiring dealers to purchase receivers only from authorized distributors franchised by U. S. manufacturers. It’s estimated 20,000 of 100,000 sets in Cuba are thei’e illegally. Alfred Weedon Hall, 60, who in the ’20s aided C. S. Franklin in developing Marconi shortwave beam system, died in England last month.