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as we see it CONTENTS WEEK OF JUNE 11-17 Small things can be terribly annoying —a lone mosquito in a bedroom, a pebble in a shoe, a speck of dust on a movie projector, a loud television commercial. On a number of occasions we’ve asked TV station managers and chief engineers why the commercials be¬ tween programs must be so much louder than anything else on TV. The answers have been extremely vague. “It’s up to the engineer at master control,” we’ve been told. “There’s a difference in sound levels between a network show and a local commercial, and unless the engineer is very careful, the commercial comes out much louder.” The exact reason why viewers’ ears must be blasted from time to time— and always with commercials—still is not clear. It is evident that TV vol¬ ume can be controlled by stations. It is also evident that many stations don’t give a hoot about controlling the volume. If they did, they’d control it. Radio stations are faced with the same problem, but their engineers are not asleep at the switch or under instruction to let commercials go out at higher volume than anything else. It’s a small matter, but an extreme¬ ly annoying one to viewers. Perhaps the question of how loud commercials should be is too small to warrant attention by the Federal Communica¬ tions Commission. Perhaps the Na¬ tional Association of Radio and Tele¬ vision Broadcasters’ TV Code Com¬ mittee has bigger things on its mind. We submit, however, that viewers are bothered more right now by loud commercials than by subscription television, color, VHF-vs.-UHF battles and all the other big matters before the FCC and the NARTB. Local Program Guide Opens Opposite Page 12 TELETYPES New York . 3 Hollywood . 3 Washington .23 ARTICLES Hal Roach, Jr.: The Man Who Bet On Television . 4 The Other Liberace . 8 Soap Operas—Daydramas Or Nightmares? .16 Alice Is A Girl Named Jeff .20 CLOSE-UP Gail Davis, Cowgirl .13 PICTURE FEATURE He Found A Home On TV .10 REVIEWS Science Fiction Theater .18 Way Of The World .19 COLUMNS Fine Tuning • By Of lie Crawford ..19 Confidentially . . . By Sheilah Graham .22 Cover Photo By Graphic House Vol. 3. No. 24 • June II. 1955 Issue #115 Walter H. Annenberg, Editor Merrill Panitt, Managing Editor Alexander H. Joseph, Associate Editor Harry Harris, Associate Editor Oliver H. Crawford, Programming Editor Michael J. O'Neill, Advertising Director Donald P. Kahn, Promotion Director Henry H. Oschay, Circulation Director James T. Quirk, Publisher TV GUIDE is published weekly by Triangle Publications. Inc., 400 N. Broad Street. Philadelphia 1, Pa. Rlttenhouse (-1600. National Advertising Office, 488 Madison Ave., New York 22. N. Y. Entered as second class matter at the Post Office at Philadelphia. Pa. Subscription Rates: In the U.S. 1 year $5.00, 2 years $8.00,3 years $11.00, single copy 15c; In Can¬ ada 1 year $6.00,2 years $10.00,3 years $14.00; in Pan-Amer¬ ican Countries 1 year $7.00. 2 years $12.00, 3 years $17.00; In other foreign Countries 1 year $8 00, 2 years $14.00, j years $20.00. Copyright 1955 by Triangle Publications, Inc. No material in TV GUIDE, including program information, may be reprinted without permission of the copyright owner. Address subscriptions and changes of address to Box 8019, Philadelphia 1, Pa. Please allow four weeks for change of address.